JD.com has challenged China ecommerce rival Alibaba with the launch of a cross-border platform designed to bring foreign brands to the Chinese middle class.
The platform, JD Worldwide, highlights the eagerness of US groups to enter the ecommerce market in China, which is dominated by local participants.
JD Worldwide enables international businesses to sell directly to China consumers without needing to establish a legal presence on the mainland, lowering the barriers to entry for brands.
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