Alibaba to launch local versions of its China e-commerce site in Europe

Michael Evans, president of Alibaba, said the company will bring one of its China e-commerce services Tmall into Europe.

Alibaba, the prominent Chinese tech giant, has unveiled plans to expand one of its flagship e-commerce platforms, Tmall, into the European market, signaling a major stride in its global expansion endeavors.

This announcement comes shortly after Alibaba’s recent decision to restructure its business into six distinct units, aimed at granting each unit greater independence and accelerated decision-making capabilities.

During the Viva Tech conference in Paris, France, Michael Evans, President of Alibaba, shared the company’s intentions to introduce Tmall to Europe. He stated, “You will witness the emergence of Tmall in Europe, mirroring its Chinese counterpart. This implies that we will cater to local brands and consumers within the European market.”

Evans further disclosed that Alibaba is presently conducting a pilot project in Spain, which will eventually extend its reach across the entire European continent.

Tmall, a prominent platform within Alibaba’s domestic operations, specializes in the sale of international brands to Chinese consumers.

The introduction of Tmall in Europe represents a significant strategic shift in Alibaba’s international e-commerce initiatives. While Alibaba has been engaged in expanding its online shopping presence globally, its primary focus in Europe has been on AliExpress, a platform that facilitates shipping of goods from China to Europe. However, the extended shipping times have often been a drawback, despite the potential cost advantages over competitors.

Evans hinted at a different approach with Tmall in Europe, emphasizing a focus on local brands and catering to local shoppers. The extent of integration, if any, between Tmall and AliExpress remains unclear.

Among Alibaba’s six independent business units, the Taobao Tmall Commerce Group primarily focuses on its core e-commerce products within China. However, the company also operates a Global Digital Commerce unit, dedicated to Alibaba’s international e-commerce endeavors.

Evans highlighted that Europe holds top priority for all of Alibaba’s businesses with an international component, including international commerce, cloud services, and logistics.

As Alibaba ventures into the European e-commerce landscape with Tmall, it aims to create a localized shopping experience, resonating with European consumers and fostering greater engagement with local brands.

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