Metro opens on Tmall

1 min readUpdated May 27, 2025Oct 5, 20159:00 AM

In this article (4)

German hypermarket retailer Metro has opened a flagship store on Alibaba’s Tmall.com, reports Inside Retail Asia.

Metro Group has entered into a strategic alliance with Alibaba Group’s Tmall.com platform to offer German goods to Chinese consumers, according to the report.

The firms said they are committed to exploring further collaboration opportunities in sourcing and supply chain, Inside Retail Asia said.

Metro said its new cross-border e-shop platform will further tap the potential of the Chinese consumer market, where it already operates more than 80 stores.

“The online storefront will sell products of Metro Group’s sales divisions’ private labels as well as supplier brands from Germany. In the first phase, over 100 products in the categories of dairy, canned foods, coffee, and chocolate from Metro Cash & Carry Germany, as well as cosmetics goods from Real are to be offered online,” Metro said in a statement.

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What this means

Metro's Tmall launch is a strategic, low-friction channel expansion in a market where physical store growth can be slow and capital-intensive. This uses Alibaba's dominant platform and existing consumer trust, echoing Alo Yoga's recent entry. By initially focusing on German private label and supplier brands, Metro differentiates its offering from local players and secures a niche, a clearer strategy than merely adding new SKUs. This positions Metro to capture a share of the burgeoning online grocery and beauty market, bypassing some challenges faced by competitors like Panpuri's 16-store Asian expansion. The primary risk lies in effectively managing cross-border logistics and maintaining competitive pricing on a highly transparent platform. Look for Metro's product count to exceed 200 items within the next year, indicating successful integration.

Minjun Park

Questions & Answers

What is the primary aim of Metro opening its Tmall store?

Metro's new cross-border e-shop platform aims to further tap the potential of the Chinese consumer market. It is part of a strategic alliance with Alibaba Group to offer German goods to Chinese consumers.

What types of products are initially being sold on Metro's Tmall store?

In the first phase, over 100 products are being offered, including dairy, canned foods, coffee, and chocolate from Metro Cash & Carry Germany. Cosmetics from Real are also available online.

Are Metro and Alibaba considering further cooperation beyond the Tmall store?

Yes, the firms have stated their commitment to exploring further collaboration opportunities. This includes potential future work in sourcing and supply chain management.

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Metro opens on Tmall

Questions & Answers

What is the primary aim of Metro opening its Tmall store?

What types of products are initially being sold on Metro's Tmall store?

Are Metro and Alibaba considering further cooperation beyond the Tmall store?

Is Metro's Tmall move a smart strategy for China?

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