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Microsoft launches online store on Tmall
Published on: 2013-03-20
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altMicrosoft Corp has launched its flagship online store on Tmall.com, China's largest business-to-consumer website, to tap the nation's e-commerce boom.

The launch of Microsoftstore.tmall.com follows the debut of the Microsoft Online Store, which opened in October.

Analysts said this indicates China's e-commerce market has become a focal point for the world's leading software company. Kevin Eagan, vice-president of e-commerce for Microsoft Retail Stores, said: "Microsoft sees great potential in China's e-commerce market. Through our joint efforts with Tmall.com, customers have a trusted and secure shopping experience of Microsoft and other complementary products such as Surface, Office, Windows PCs, Windows Phones and accessories.

"Unlike many companies who treat China as a market where their products will be launched sometime after the introduction, we are taking more of a 'China-first' approach," Eagan added.

In a statement, Microsoft said the flagship store on Tmall.com will extend the availability of the products and services it offers, while Microsoft will continue to operate Microsoft.tmall.com, an e-store dedicated to offering consumers computer accessories through Microsoft resellers.

According to the 2012 annual Chinese consumer report from McKinsey, the global management consulting firm, the Internet is increasingly being used as a medium for Chinese consumers to buy goods.

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