Amway pushes the envelope to expand mobile e-commerce operations in China

Amway Corp is eyeing a major push in China's online retail sector, as the world's largest direct selling company in terms of sales looks for options to counter flagging revenues and attract more younger customers in the country.

The $10.8 billion direct selling business, based in Ada, Michigan, United States, announced its digital strategy on Sunday in Guangzhou, Guangdong province, and indicated its willingness to go beyond its existing offline direct selling market by launching an online social networking platform and mobile applications.

The company's sales representatives can purchase products through these platforms and the company will take the responsibility of delivering the goods to consumers.