Global retail major Alibaba Group Holding has expanded the footprint of its cross-border e-commerce initiatives globally.

The initiatives include the launch of 11 official country pavilions on its Tmall Global platform, including the US, New Zealand, Australia, Switzerland, France, Britain, Spain, Singapore, Thailand, Malaysia, and Turkey.

Country pavilions are curated on-line verticals, allowing Chinese customers to shop for popular products sourced from specific countries, as well as offer other travel and cultural information.

The company is also offering existing brands on and Tmall Global to join their originating country’s pavilion.

The company’s e-commerce platforms, through collaborations with various governments and official trade agencies, will also use Cainiao’s logistics network to assist small businesses to sell products directly in China from anywhere.

“These 11 pavilions are the first fruit of this ongoing project to make global trade easier.”

Alibaba Group China retail marketplaces president Jeff Zhang said: “Alibaba Group has been incubating this country pavilion project for some time now.

“Today, these 11 pavilions are the first fruit of this ongoing project to make global trade easier.

“Alibaba Group has signed agreements with various foreign countries to bring products from small-medium-enterprises to the Chinese market and offer consumers in China authentic products through Tmall Global and Juhuasuan.”

The company’s group-buying platform Juhuasuan will also enter into cooperative partnerships with 26 foreign embassies in China to collaborate on marketing and promotion of products on its platform.