Jacobs Douwe Egberts joins Tmall Global

Dutch coffee brand, Jacobs Douwe Egberts, has launched on Alibaba Group’s cross-border e-commerce platform, Tmall Global.

Its flagship store will host the company’s Moccona, L’OR, Kenco and Maxwell House brands, with more expected to onboard in the coming months. 

China is increasingly shifting away from tea drinking. Over the past decade, coffee consumption growth in the country grew an average of 16% a year versus the 2% annual average for the rest of the world, according to the intergovernmental International Coffee Organization.

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