Japan-based e-commerce platform Inagora is teaming with Thailand’s CP (Charoen Pokphand) Group to boost its China business.

The joint venture is also researching expansion into Southeast Asia.

Inagora targets Chinese shoppers seeking Japanese goods. It boasts 4 million registered users and an inventory of about 40,000 SKUs, ranging from food and household goods through to more luxury items. Last year, its turnover totalled about US$98 million.

Inagora opened a brick-and-mortar store in Zhengzhou this month as it broadens its market reach and eyes new markets. Japanese trading house Itochu and others invested about $68 million into the business last year to help fund expansion.

By teaming with CP, whose operations include the 10,500-strong 7-Eleven convenience-store network in Thailand, Inagora hopes to start offering Chinese shoppers products from other markets. It may also look to sell Japanese and other Asian products to people living in Southeast Asia.