Starbucks Embraces Digital Experience by Launching E-commerce Site on Alibaba's Tmall

Starbucks has recently announced the launch of its first online store on Tmall, China’s popular e-commerce site, with gross merchandise volume of $42 billion in Q3 2015, a 25% growth as compared to Q1 2015.

The new website sells unique and specially designed e-cards, Starbucks cards and coffee vouchers. The site is focused on connecting with customers through channels such as the Starbucks mobile app, social media tools and the My Starbucks Rewards program, as stated by the company.

Belinda Wong, President of Starbucks China, commented in the official statement, At Starbucks, we have always believed that a shared moment of genuine connection, over a quality cup of handcrafted coffee, is a simple act that helps provide an uplifting part of someone’s day. The Starbucks Tmall store is a unique Starbucks store that will create moments of human connection between people, and give our customers even more reasons to instantly share a gift of love and well-wishes for any occasion to those most important to them.

Tmall is part of the Alib ...

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