American e-commerce giant Amazon is launching a cross-border e-commerce platform in the Shanghai Pilot Free Trade Zone.

Amazon has signed an agreement with Shanghai FTZ to set up a headquarters, logistics and warehouse centre in the FTZ.

Chinese consumers will now be able to shop on Amazon’s website specifically designed for the local market with Chinese language and prices in renminbi.

The platform will introduce 13,000 products from high-end international brands from 27 countries, says Doug Gurr, Amazon’s new China president.

They can also shop on Kuajingtong, an online shop operated by Shanghai Information Investment’s subsidiary Orient Electronic Payment.

“I look forward to working with our Shanghai partners to realise the incredible opportunity of developing the best cross-border shopping experience possible for not only customers in China but also around the world, and establishing Shanghai as a recognised international cross-border e-commerce center,” said Diego Piacentini, senior VP of Amazon International.