A return to bricks-and-mortar shopping for luxury goods may have paused growth in online sales in many parts of the world, but with covid-19 restrictions continuing in China for much of this year, brands have continued to lean on online platforms there.

Recent comments from Manuela Brega, business development manager for fashion and luxury at Chinese ecommerce platform Alibaba, make it clear that its Tmall spin-off site is still working well for sales of luxury products.

She said there are currently more than 200 luxury brands represented on Tmall and that the site has more 300 million consumers using it. Between 2019 and 2021, the number of consumers using Tmall grew by 153% and the value of sales on the ecommerce site increased by 309%.

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