Neteven partners with Alibaba’s Tmall to help European retailers enter China


Online marketplaces management solution provider Neteven has announced the launch of a new offering in collaboration with Tmall Global. Objective: help European brands sell to Chinese consumers via Alibaba Group’s Tmall Global marketplace.

To allow European brands to launch their business across China’s vast consumer market, Neteven has worked closely with Tmall Global in order to launch a fully managed solution which includes the technical integration of the Tmall Global marketplace within Neteven’s platform and the adapted services for brands. Opening up new growth drivers for brands and retailers in fashion, home and garden, kids, accessories and many more categories, Neteven’s customers can now sell their products to the Chinese market to drive incremental revenues.

To master the requirements of a quality distribution project on Tmall Global, Neteven has collaborated with Alibaba Group’s B2C entity. Neteven has also set up agreements with the leading Tmall Global partners in China. Compatible with the Neteven’s software, Tmall partners will work closely with Neteven and the brand to take care of the daily operations: account set up, design, fulfilment, customer service, etc. The integrated partners were selected by Neteven and Tmall to offer a large range of on-demand services adapted to brands.

Tmall Global allows international brands and retailers to sell on China’s largest third-party platform, with very few localisation constraints. For example, overseas companies without Chinese business licenses are eligible to apply to sell on Tmall Global. Orders can be fulfilled and shipped from outside of China, and customer payments are settled in the preferred origin currency such as US Dollars, Euros, etc.

According to iResearch, was the largest brands and retail platform in China in terms of gross merchandise volume in 2013. Part of the Alibaba Group, has hundreds of millions of visitors to its platform every day. Launched in 2014, Tmall Global, an extension to, is a business-to-consumer (B2C) open retail platform enabling brands based outside of China to sell directly to millions of Chinese consumers. Tmall Global is an alternative innovative business model for overseas brands and retailers and serves as a premier platform in providing quality international goods to Chinese consumers looking for a variety of global brands.

For the past 10 years, Neteven has collaborated with leading brands and marketplaces to provide its clients with a comprehensive offering. Using Neteven’s platform, brands and retailers are now able to manage their full online selling process on Tmall Global, from translation to product creation, from stock to orders management. Thanks to the API integration of Tmall Global within Neteven’s software, European brands and retailers have now access to the most effective entry point for China e-commerce market.

“Following our European expansion, more than half of Neteven’s clients are now based outside of France. All our European clients use our solution to trade locally, in Europe or in the US. The logical next step was to open their distribution to the largest and fastest growing e-commerce market in the world – China.

Beyond technology, we needed to offer the market a good value proposition. Neteven’s solution is more than a software. It provides its clients with an end-to-end access to large marketplaces and their audience of active buyers. Like we did with all our integrations, we had to find the right partners to match with our clients and marketplaces demand. We are now deploying our clients on this huge market and look forward to making our collaboration with Tmall Global a great success,” said Greg Zemor, CEO of Neteven.

“Europe is a key strategic focus for Tmall Global and our aim is to help brands and retailers reach Chinese consumers that are eager for their products,” said Shaoming Yang, head of Tmall Global Europe. “To extend our reach we work with trusted and respected organisations such as Neteven to build an ecommerce ecosystem that works for both consumers and brands.”