LONDON, Swedish furniture retailer IKEA has opened a digital store on Chinese e-commerce platform JD.com, aiming to reach more customers and boost its online growth in the country with affordable products and exclusive deals.
The JD.com store, which offers 6,500 products, will feature special discounts and use the platform’s logistics network for home deliveries. IKEA has also introduced JD.com-exclusive items, including a 2,999 yuan (US$417.50) gaming chair and a 3,999 yuan gaming desk, alongside popular lower-priced products like its 249 yuan BILLY bookcase.
This marks IKEA’s second entry into a major Chinese e-commerce platform, following its Tmall launch in March 2020. According to Ingka Group — IKEA’s largest franchisee — one in five new IKEA customers in China last year came from Tmall, a figure that continues to rise.
The move is part of IKEA’s 6.3 billion yuan (US$877 million) investment plan in China through 2027. The retailer has also expanded its physical footprint, opening three new stores since September last year, bringing its total to 40 nationwide.
IKEA, which entered China in 1998, has seen the market’s contribution to Ingka’s global sales remain steady at around 3.5% over the past two years.
