Ikea is for the first time selling its flat-pack furniture through a third-party ecommerce website as it launches a virtual store with Alibaba in an attempt to reach more Chinese consumers.
The world’s largest furniture retailer has been looking into whether and how to sell on the leading online websites for more than two years, since it disclosed plans to the Financial Times in 2017.
It began selling Nordviken tables, Hemnes chest of drawers and 3,800 other products on Tmall, Alibaba’s consumer platform, on Tuesday.
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