Online retail giant eBay has agreed a deal in China to launch a localised shopping site as it seeks to take advantage of demand for its products in the country.

The partnership with, an online Chinese retailer, will see eBay launch eBay Style in China, so shoppers can access “global fashion styles”.

Ebay vice president Melanie Tan said eBay wanted to explore further growth options after an increasing number of shoppers in the country were using the English version of eBay, according to BBC News.

She added: “Chinese consumers are increasingly coming to eBay and we have seen a 40% year on year increase of goods bought by Chinese consumers navigating in English.

“We believe that in the future Chinese consumers will use eBay as a passport to global fashion styles, especially for leading women’s brands and accessories, and menswear.”

China is the world’s biggest online market with 500 million users and this number is set to rise as more people in rural areas get access to the internet.

According to various estimates, total online retail trade volume in China was about 800bn yuan ($129bn; £80bn) in 2011 and is expected to increase further this year.