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IKEA Will Sell Through Alibaba’s Tmall in China

Photo Credit: Håkan Dahlström via Flickr cc

IKEA is opening a virtual store on Alibaba’s Tmall, marking the first time the furniture retailer has sold through a third-party. The move follows a six-month test in certain Chinese provinces. IKEA wants to increase the accessibility of its brand to Chinese shoppers.

IKEA said it saw its virtual store on Tmall – initially a six-month test across the east coast provinces of Jiangsu, Zhejiang and Anhui, and the city of Shanghai – as a complement to its own stores, online store and shoppable app.

Read the full story at Reuters.