The Chinese internet giant Alibaba is opening an office for the Benelux in Amsterdam. Earlier, the plans for an Alibaba embassy in Brussels were revealed as well. The company already has offices in Germany, France, Italy and the United Kingdom.

While Europeans massively buy cheaper made in China products through Alibaba’s website Aliexpress, the opportunity of an increasingly more substantial Chinese market cannot be ignored. The European offices in Amsterdam and Brussels seem to jump on precisely that demand from the Chinese market.

Tmall and Taobao

Our data shows that Alibaba dominates the total e-commerce market in China (around 1,4 billion inhabitants) with more than 50 percent. Alibaba works among others with Tmall and Taobao in China. Competitors on the home market are among others JD.com (Paipai), Jumei, Vipshop and Yihaodian. In 2015 the worldwide turnover of Alibaba was 76 billion yuan (over 10 billion euros). By way of comparison: the turnover of the much ‘older’ Amazon.com was 107 billion last year and a more local player such as Bol.com ‘only’ made a turnover of 1 billion in 2015.

According to themselves, the Chinese consumers want for example dairy, chocolate, alcohol, flowers and baby food from the Benelux. eMakers helps producers among other things to determine a sales strategy through e-commerce trading platforms like those of Alibaba and to carry out said strategy.