Why global retailers are taking a multichannel approach

by Christian Arno
Costco and Zara are two of the latest Western brands to open online stores in China via Alibaba’s Tmall marketplace. They’re hoping to follow the success of companies such as Apple, Burberry and Marks & Spencer which have used this route to reach millions of consumers. With ecommerce growing fast around the world, more British and American companies are shifting their focus overseas.Read the full article