Alibaba’s Spanish marketplace Miravia has partnered with ecommerce network for global retailers and brands CommerceHub to power its European expansion.

By implementing CommerceHub’s unified platform, Miravia has access to its ecommerce solution to enable connections to tens of thousands of brands that can now sell their products on the Miravia marketplace.

Miravia launched in Spain last year as a new ecommerce model where consumers can access a range of products from brands and learn about new trends in categories such as fashion and beauty through innovative solutions including virtual makeup try-on.

It is also a platform for sellers and brands to have their own stores where they can design them, select the products they offer, set prices and promotions, apply loyalty programmes and interact directly with customers.

Miravia currently offers brands including Disney, Lego, L’Oréal Paris and Delonghi, as well as local Spanish brands. The CommerceHub collaboration will bring more established brands to the marketplace.

CommerceHub’s platform supports more than 40,000 retailers and brands, 420 channels and processes more than 2.4 billion ecommerce transactions per year. It works with brands such as Adidas, Samsung and Marks & Spencer.

Miravia chief executive Yann Fontaine said: “As Miravia launches in Spain, the fastest-growing ecommerce market in Europe, we wanted to work with a platform that could help us scale the business and optimise our presence at pace.

“CommerceHub and ChannelAdvisor have unique capabilities in marketplace integration, helping brands to expand their sales reach while improving profitability. Their comprehensive platform, innovative SaaS solutions and the extensive commerce network they bring to the table made partnering with them a very easy decision.”

CommerceHub managing director of Europe, Middle East and Africa Philip Hall added: “In today’s dynamic ecommerce environment, it’s more important than ever for brands and retailers to be able to reach customers through more diversified channels.

“Those that leverage these platforms effectively have the potential to drive new audience discovery and grow online sales. Our integration with Miravia will help them streamline processes, drive growth and generate faster results for their customers.”