Alibaba Group Holding Ltd. is expanding its global e-commerce footprint to boost sales of products unfamiliar to domestic consumers.
On Wednesday, it added 11 countries to its Tmall Global platform, according to the Wall Street Journal.
Also, it announced partnerships with 26 foreign embassies in China for its group-buying unit, Juhuasuan.
The expansion by Tmall, which allows third-party retailers to advertise and sell products on the platform, covers the United States, Malaysia, Switzerland, France, Britain and Spain, among others.
Tmall Global “country pavilions” can offer products from each country, alongside tourism.
South Korea was the first country to launch a pavilion.
At the end of 2014, traffic on Tmall Global was a fraction of that on Alibaba’s other marketplaces, WSJ says.
The site ranked No. 311 out of about 3,500 in terms of popularity in China while Alibaba’s Taobao and mainland Tmall sites ranked No. 2 and 5, respectively, according to data provider Alexa.
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