Victoria’s businesses will have access to millions more international customers now that one of China’s largest online retailers is opening its regional headquarters in Melbourne. has over 266 million customer accounts making it one of the largest e-commerce companies in China. The company’s presence in Victoria will help local businesses connect with new customers.

The company operates seven fulfilment centres and more than 400 warehouses, covering 2,830 counties and districts throughout China. It sells everything from vitamins and electronics to clothing and books.

Representatives from visited Victoria in October for Food and Beverage Trade Week and met with major Victorian businesses. will join other major e-commerce companies that have set up recently in Victoria, consolidating the state’s position as the national leader in e-commerce.

More Victorian businesses are taking advantage of opportunities offered through e-commerce, such as Goat Soap and Ego Pharmaceuticals. All have reported recent strong online sales.

Cross-border e-commerce is emerging as a preferred platform for Victorian businesses wanting to access new global markets without having to set up stores in other countries.

Trade with China is vitally important to the Victorian economy. In 2016-17 the total two-way trade between Victoria and China was worth A$23.4 billion.