(AP)  NEW YORK — E-Commerce China Dangdang, a Chinese Web retailer which sells books and general merchandise like personal care products, on Thursday reported a fourth-quarter net loss as revenue surged but the company faced higher costs and sold more general merchandise that wasn't as profitable.

Results missed expectations and shares fell 5 percent in afternoon trading.

The retailer makes more money selling books and other media than it does selling general merchandise such as personal care products. During the quarter, revenue growth was much faster for general merchandise than for books. The company also had higher costs — marketing expenses more than tripled, for example. The company says it has stiff competition in the sector.

The company, known as Dangdang, posted a net loss of 129.8 million Chinese yuan ($20.6 million), or 1.65 yuan (26 cents) per U.S.-traded share during the three months ended Dec. 31. That compares with net income of 14.8 million yuan in the fourth quarter of 2010.

Analysts expected a loss of 19 cents, according to Fact Set.

Revenue rose 73 percent to 1.23 billion yuan ($195.7 million) from 710.9 million yuan. Analysts expected $187.1 million.

The company's U.S.-traded, or American depository shares, fell 37 cents, or 5.4 percent, to $6.55 in afternoon trading. The company went public in December 2010 at $16 per U.S.-traded share.