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Sainsbury’s steps up sale of groceries in China after successful online trial

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Sainsbury’s is to step up online sales of its groceries in China following a successful trial on Alibaba.

The supermarket, a Leading retailer in IRUK Top500 research, has doubled the number of products available to buy on the Alibaba Tmall Global site – and will be the only British retailer selling as a Super Brand next week during the 8.8 Tmall Global Shopping Festival.

More than 100 Sainsbury’s own-brand products are now available to buy on Tmall in four categories – British breakfast, drinks, organic and baby. Further ranges will be added in the autumn.

Sainsbury’s chief financial officer John Rogers said: “Chinese online shoppers are increasingly demanding high quality international products. Many customers also want to replicate tastes and occasions that they have enjoyed or heard about through international travel. Products to make a British breakfast and English afternoon tea have therefore proved hits and top-selling lines to date include Sainsbury’s Taste the Difference Granola with raisins, honey and nuts, tea, shortbread and UHT milk.

“Our trial with Tmall has enabled us to learn a lot about China’s huge digital market, including the importance of sales events such as Singles’ Day and 8.8. Alibaba’s expertise in the rapidly growing Chinese digital consumer market will be a huge asset to us as we grow and develop our business in China and we look forward to working with them on this exciting opportunity.”

Amee Chande, managing director for Alibaba Group, UK/Ireland & Nordics, said: “Alibaba are proud to be providing Sainsbury’s with the online platform to build brand awareness, directly engage a new audience and meet the evolving food and lifestyle demands of the Chinese consumer. As one of the most prominent British retail brands, Sainsbury’s is a key addition to our ecosystem and our collaboration is introducing the large and growing Chinese consumer class to a new range of products to enhance their daily lives.”

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