Exhibit 23.1

Consent of Independent Registered Public Accounting Firm

     We consent to the reference to our firm under the caption “Experts” and to the use of our report dated November 17, 2010, in Amendment No. 1 to the Registration Statement (Form F-1 No. 333-170663) and related Prospectus of E-Commerce China Dangdang Inc. for the registration of its common shares.

/s/ Ernst & Young Hua Ming

Beijing, People’s Republic of China

November 23, 2010