Daily Archive: March 10, 2020

IKEA tests selling through third party for the first time, on Tmall in China By Reuters


By Anna Ringstrom

STOCKHOLM (Reuters) – IKEA on Tuesday started selling its products on Alibaba’s (N:) Chinese e-commerce platform Tmall, the first time the world’s biggest furniture retailer has sold through a third party in its 77-year history.

The move is aimed at reaching more shoppers in a country where shoppers to a larger extent than elsewhere favor multi-brand online platforms.

IKEA said it saw its virtual store on Tmall – initially a six-month test across the east coast provinces of Jiangsu, Zhejiang and Anhui, and the city of Shanghai – as a complement to its own stores, online store and shoppable app.

“We see this as a good opportunity to become accessible for many more in China, especially in light of what the Chinese digital environment looks like,” Tolga Oncu, head of retail at Ingka, which owns most IKEA stores worldwide, told Reuters.

“We are testing this to see

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