Jacobs Douwe Egberts (JDE) today announced the launch of a new coffee and tea flagship store hosted on Alibaba Group’s dedicated cross-border e-commerce platform Tmall Global. With this launch JDE aims to provide the 654 million annual active consumers across Alibaba’s marketplaces with access to high-quality coffee and tea experiences. JDE joins a growing list of international brands that have chosen Tmall Global as their partner of choice to grow their online business in China, one of the most advanced and fastest growing digital consumer markets in the world.

The cooperation between JDE and Tmall Global underlines the growth potential of the coffee category in China. China has seen rapid transformation from of a traditionally tea-drinking country into the world’s most promising market for coffee growers and international coffee chains, with Chinese consumers increasingly trading instant coffee for high quality and more complex freshly brewed products. According to a report by Euromonitor, sales of fresh coffee registered double-digit gains in China in 2017.

Initially, JDE brands Moccona, L’OR, Kenco and Maxwell House will be available to Chinese consumers on the JDE flagship store, with the range set to expand over the coming months. Shoppers will be able to choose the beautiful and elegant Moccona range, including Classic Dark Roast, Classic Medium Roast, Espresso Style and decaffeinated, treat themselves to a British Kenco Millicano or try the Maxwell House range mixes including No Sugar, Classic, Rich and Latte.

“We are very pleased to welcome JDE’s flagship store to Tmall Global. We believe that the range of JDE’s high quality coffee products and their iconic brands will become very popular amongst Chinese consumers”, said David Lloyd, General Manager UK, Ireland, The Netherlands & Nordics. “We look forward to working with JDE and turning this into a great success.”


“The new JDE flagship store on Tmall Global introduces JDE’s renowned coffee culture and heritage to Chinese consumers, and aims to enable them to enjoy an excellent shopping and coffee appreciation experience. Whether it is the advanced technology Freeze Dried Black Coffee, the new microground coffee, fresh coffee beans, traditional roast and ground coffee, or new and convenient aluminum coffee capsules, consumers will always be able to select their beloved coffee from JDE’s famous global brands on their favorite shopping platform,” said Beatrice Chan, General Manager, JDE Greater China.

Visit the World Of Coffee Store on Tmall today