Middle East e-commerce platform Noon is seeking to enter the Chinese market.

The online shopping site, worth US$1 billion, intends to establish a network of brands in China and connect them with customers in the Middle East.

According to Noon CEO Faraz Khalid: “We spotted a gap in the market for high-quality Chinese products. We want to work with the best selection of marketplace suppliers, a set of reliable, high quality sellers, to bring their inventory to customers in the Middle East.”

Noon also plans to open two new entities in China, where its representatives have been looking to expand the firm’s on-the-ground logistics capabilities with new partners, setting up office there in the future.

Vadym Gurevych, MD of e-commerce company Holbi Group, said Noon’s plans to accommodate e-commerce payment methods that are already being used by the Chinese public will make purchases “easy and straightforward for Chinese customers”.

Noon formed a partnership with eBay last year to widen consumer access to global products.