German retailer Metro focusing on an omnichannel strategy to build market share in China.

The retailer is upgrading its website MetroMall.com to allow shoppers to place their orders online and pick them up at Metro cash and carry stores.

The upgrade will also enable shoppers to access the website, in Chinese and English, through their mobile devices and via social media.

“Aiming to be ‘the champion for independent business’ and a focused multichannel specialist, we’re dedicated to support our local customers to be even more successful by providing them with high-quality products, unique solutions at competitive wholesale prices,” said Jeroen de Groot, president of Metro China.

Besides the MetroMall.com, Metro sells products through its 77 bricks and mortar stores across China.