Search engine giant Google Inc. has further reduced its stake in the Chinese market.

The company announced on Tuesday its e-commerce search engine is closing its China branch. Google says it’s because the service didn’t have the kind of impact it had hoped for.

Google has seen steep competition from Chinese search engines and government censorship of its online sites. After it pulled out of China in 2010 over a censorship dispute, Google’s search engine traffic in China shrunk.

According to Analysts International, Google went from holding over a third that traffic in 2009, to just 6% this September.

This week’s pullout follows an earlier product withdrawal in September. That’s when Google closed its music downloading service in China, again over low traffic.

Google says it will continue to offer online advertising for Chinese businesses but will now charge companies for listing in its shopping search engine.

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