- Associated Press - Sunday, May 29, 2011

BEIJING (AP) - China’s e-commerce giant is stepping up its heated rivalry with bricks-and-mortar retailers with the launch of a five-story home furnishings showroom in Beijing.

Alibaba Group’s Taobao, an Internet platform through which an estimated 3 percent of all retail sales in China pass, opened the showroom Friday for customers to try out sofas, tables and other big-ticket items before placing an order online with one of its merchants.

The mall is a new intrusion into the territory of China’s real-world retailers by e-commerce rivals that are growing so fast some suggest they could become the country’s leading retail force _ its version of Wal Mart.

“The dominant retailer in China someday may be an online retailer,” said Morgan Stanley analyst Richard Ji.

Taobao says its Beijing mall is aimed at overcoming a hurdle hampering the growth of China’s Internet commerce even though online retailers offer significantly lower prices: Customers don’t like to buy furniture and other major items without examining them in person.

“It’s hard for people to shop for home furnishings if they haven’t seen them,” said Justine Chao, an Alibaba spokeswoman.

Alibaba Group also includes Alibaba.com, a giant business-to-business Internet commerce platform. The company, in which Yahoo Inc. owns a 43 percent stake, operates Yahoo’s China arm.

Global e-commerce outfits have struggled to gain a foothold in China in the face of aggressive local competition. eBay Inc. entered China by acquiring a local company but handed over control to Chinese managers. Amazon.com operates through a local partner, Joyo.

The Chinese industry has produced success stories including bookseller Dangdang Inc., traded on the New York Stock Exchange, consumer electronics retailer 360buy.com and Vancl.com, a clothing outlet.

Industry analysts expect China’s online commerce to grow at explosive annual rates of 30 to 40 percent in coming years, defying early fears it might be hurt by low rates of credit card use and rudimentary delivery services.

A key part of e-commerce’s appeal is lower prices in a society where many families get by on a few thousand dollars a year. With no need for an expensive chain of storefronts, Web merchants charge 30 to 50 percent less than traditional retailers.

Sales through Taobao alone totaled an estimated 400 billion yuan ($60 billion) last year, according to analysts. Taobao does not disclose its revenues from fees charged to retailers and other income.

Its platform has led to the emergence of a cottage industry of small retailers, many of them lone traders working from home, who sell clothes, shoes, toys, costume jewelry and other goods to a nationwide market.

Taobao says its 25,000-square-meter (250,000-square-foot) Beijing mall will display 22,000 items from some 300 suppliers. Orders and payment will only take place online. Taobao says it plans to open similar showrooms in other major Chinese cities.

Other Internet retailers such as jewelry seller Zbird.com also have opened showrooms to encourage customers to buy higher-priced items online.

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