Sainsbury's is expanding its online trial with Tmall Global, the international shopping platform of Chinese e-commerce giant Alibaba. The UK supermarket will double the number of products it sells via the site to 100, including olive oil, tea bags, pasta, and coffee.
On 8 August, Sainsbury's will be the only international retailer highlighted during Tmall's 'super brand day' promotion, one of China's biggest sales events outside Singles' Day in November. The move comes as Chinese online shoppers increasingly demand high-quality international products.
John Rogers, chief financial officer at Sainsbury's, said products for a British breakfast and English afternoon tea have proved popular. Top-selling lines include Sainsbury's Taste the Difference granola, tea, shortbread, and UHT milk.
Sainsbury's first began selling on Tmall in September last year, joining other British brands such as Asos, Burberry, and Waitrose. China is the biggest international consumer of British products online, accounting for 25% of overseas online shoppers purchasing goods from the UK, according to Royal Mail.
Rogers noted that the trial has enabled Sainsbury's to learn about China's digital market, including the importance of sales events. He added that Alibaba's expertise will be a huge asset as the company grows its business in China.
