IKEA To Partner With Chinese Ecommerce Site In 2018

IKEA has announced plans to team up with an as-yet-unnamed Chinese ecommerce site in 2018. Currently, IKEA has just 22 stores in the country, and so struggles to keep up with consumer demand. The Swedish company has been testing its own online retail site in China since late last year, and has previously talked with Tmall about selling on their platform. An analyst in furniture retailing has said that IKEA should focus on targeting those born between 1985 and 1990 who are the core demographic and prefer shopping online.