Australian supermarket giant Woolworths has launched an online store on Tmall Global, the overseas platform of Alibaba Group’s B2C Tmall business in China.

Steve Greentree, director, Woolworths FoodCo, said the move was driven by “strong demand for high quality, Australian made products.

“We’re proud to be able to supply those products into this market.”

The new eCommerce platform will provide an opportunity for Woolworths’ local suppliers to enter the China market, as Australian products are increasingly being sought by China’s rapidly growing middle class.

In a statement regarding the partnership, Ken Ma, head of Australia, New Zealand and Japan regions for Tmall Global, reinforced Chinese consumers’ affinity with Australian products.

“Health and product safety is very important to Chinese consumers, who are very discerning in their choice of products and are willing to source them from trusted providers in countries like Australia,” Ma said.

“We’re delighted to have a retailer of Woolworths size and reputation open a store on Tmall Global”.

The Woolworths announcement comes as Tmall Global celebrates ‘Australia Day’ on Monday January 4, as the platform highlights a range of Australian brands and products available to Chinese customers.