Miravia launched last year as a new ecommerce model in Spain. Credit: ra2 studio via Shutterstock.

A new partnership with CommerceHub aims to help China-based retail technology company Alibaba expand in Europe through its new Spanish marketplace Miravia.

Miravia launched last year as a new ecommerce model in Spain, as both a marketplace and entertainment space. Consumers can shop and access exclusive content such as influencer guides or virtual make-up try-on lenses.

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Sellers and brands can design their own stores and define prices and promotions, interact directly with customers, and apply their own loyalty programmes.

Miravia currently offers brands such as Disney and L’Oréal Paris alongside local Spanish businesses.

Miravia CEO Yann Fontaine commented: “CommerceHub’s comprehensive platform, SaaS solutions and extensive commerce network made partnering with them a very easy decision.”

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Alibaba’s CEO recently stepped down to concentrate on the company’s cloud division, as it plans to split into six separate business units.

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CommerceHub managing director Phillip Hall said: “In today’s dynamic ecommerce environment, it’s more important than ever for brands and retailers to be able to reach customers through more diversified channels.”

CommerceHub already works with brands such as adidas, Samsung, and M&S.

According to GlobalData, the global Business-to-Consumer eCommerce market size will be valued at $6.5tn in 2023 and expected to grow at a compound annual growth rate (CAGR) of 9.1% by 2026.

Alibaba is a key international player in eCommerce against key competitors Amazon, Google, Microsoft, and JD.com, all of which are established in Europe.