European brands flock to Tmall Global

More than 100 overseas brands, including some of Europe's leading supermarkets, are waiting in the wings to set up stores on Tmall Global, the online retail site owned by Chinese e-commerce giant Alibaba Group Holding Ltd.

The site, billed as a dedicated bridge between Chinese online shoppers and overseas retailers, has seen its sales soar tenfold since being launched by the Hangzhou-based Alibaba in February.

Alibaba revealed on Monday that around 5,400 foreign brands from 25 countries have so far set up stores on the platform.