The food company Nestle has announced that it has entered into a partnership with the Chinese ecommerce giant Alibaba. Nestle will sell certain lines of coffee machines, chocolates and milk powders on Alibaba's Tmall platform. Tmall, which is owned by Alibaba, is one of the most popular B2C ecommerce platforms in China and takes a cut of the profits when a business sells to a customer. Nestle has said the key reason behind its entry on Tmall is a drive to reach more customers in rural China. The Chinese ecommerce market is worth an estimated 359 billion US dollars, and has a digital buyer penetration rate of 62%.Â
