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Platform Leveraging In China: Meet Your Customers Where They Are At

This month multi-brand e-commerce site, Shangpin.com will become the first online partner to stock Topshop and Miss Selfridge in China. The partnership deal with the brands’ parent company UK retailer, Arcadia Group Ltd, was announced in August.

The move is part of a growing trend for international retailers to expand their online sales through B2C platforms in the country. To date, British luxury brand Burberry and Japanese retailer, Lotte have joined Tmall, China’s largest e-commerce player.

Similar to the push to realise social commerce in China, these businesses are now leveraging off the wider reach of shopping platforms to attract more customers. With their existing infrastructure, these channels are proving to be a cost effective for individual brands to reach shoppers where they are already at.

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