Ikea launches Tmall trial in bid to woo Chinese consumer

Ikea for web

Ikea has announced plans to start selling on a third-party marketplace for the first time through Chinese platform Tmall.

The furniture titan will launch its products through its own branded storefront on the third-party website in an attempt to attract Chinese consumers. 

Ikea already has a standalone ecommerce presence in China, but by teaming up with Alibaba’s largest marketplace Tmall the retailer hopes to form a better understanding of its customer base in the region.

Initially as a six-month test, the online shop will sell around 3,600 Ikea products and home furnishing items, as well as services available on Ikea’s own channel such as delivery and assembly.

Subscription content

Please sign in now if you have a subscription or are already registered with us.

Retail Week

Register for free to continue reading

Retail-Week.com provides premium, in-depth intelligence that helps retailers judge risks, spot opportunities and identify what they need to do to win in the digital economy.

Register today for a taste of our high-quality intelligence and enjoy:

  • Two free article views per calendar month on Retail-Week.com
  • Detailed analysis of current trends and events 
  • Exclusive newsletters
  • In-depth reports, videos, interviews and much more

Discover Retail Week register now

Please note, if you have recently purchased a subscription, it may take a few minutes before your account is updated.