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Microsoft (NASDAQ: MSFT ) has launched a flagship shopping store on Alibaba's Tmall.com, one of China's most popular B2C e-commerce sites.
Through MicrosoftStore.Tmall.com, Chinese consumers can now buy over 50 products ranging from Microsoft's Surface and Office Software to hardware and accessories. The site will also sell third-party OEM Windows phones and PCs.
Although Microsoft has had a "complementary extension" site at Microsoft.Tmall.com, the original Tmall.com site seems to focus on computer accessories such as keyboards and mice through Microsoft resellers. The new site will feature online chat and a free service called "Up & Running" to help Surface buyers navigate their machines.
Since Oct. 2012, Microsoft has also had its own Chinese e-commerce website at MicrosoftStore.com.cn. Nonetheless, a dedicated China team will manage product assortment, offers, and promotions tailored to local consumer preferences on the new Tmall store.
In Alibaba's press release, Kevin Eagan, vice president of e-commerce for Microsoft Retail Stores, said: "Microsoft sees great potential in China's e-commerce market, to offer customers across the country choice, value and service through our online store."