Microsoft Corp has launched its flagship online store on Tmall.com, China's largest business-to-consumer website, to tap the nation's e-commerce boom.
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The launch of Microsoftstore.tmall.com follows the debut of the Microsoft Online Store, which opened in October.
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Analysts said this indicates China's e-commerce market has become a focal point for the world's leading software company. Kevin Eagan, vice-president of e-commerce for Microsoft Retail Stores, said: "Microsoft sees great potential in China's e-commerce market. Through our joint efforts with Tmall.com, customers have a trusted and secure shopping experience of Microsoft and other complementary products such as Surface, Office, Windows PCs, Windows Phones and accessories.
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"Unlike many companies who treat China as a market where their products will be launched sometime after the introduction, we are taking more of a 'China-first' approach," Eagan added.
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In a statement, Microsoft said the flagship store on Tmall.com will extend the availability of the products and services it offers, while Microsoft will continue to operate Microsoft.tmall.com, an e-store dedicated to offering consumers computer accessories through Microsoft resellers.
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According to the 2012 annual Chinese consumer report from McKinsey, the global management consulting firm, the Internet is increasingly being used as a medium for Chinese consumers to buy goods.
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Microsoft Corp has launched its flagship online store on Tmall.com, China's largest business-to-consumer website, to tap the nation's e-commerce boom.
