IKEA has launched an e-commerce store on Tmall, Alibaba’s shopping platform, marking the first time the Swedish home furnishings giants has sold its products on a third-party marketplace.

IKEA’s ‘flagship’ online store on Alibaba will enable it to sell on China’s largest e-commerce site and build a wider footprint in the world’s second largest economy.

The digital shop features around 3,600 IKEA products and home furnishing items.

Jiang Fan, president of Tmall and Taobao at Alibaba Group, said: “IKEA is the world's leading home furnishing retailer and loved by many Chinese consumers – it is truly exciting for us to help IKEA explore online channels and to enable more Chinese consumers to purchase IKEA products with greater convenience.”

Jon Abrahamsson Ring, managing director of Inter IKEA Systems, said: “At IKEA, we are very proud of our IKEA stores, but we are always eager to learn how to improve our service. I’m convinced that we will learn a lot and develop even better ways to meet our customers.”

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