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ANALYSIS: Full of Eastern promise?...

Will China's Alibaba take off in the UK?

China's e-commerce giant has launched in the UK with a media campaign encompassing TV, outdoor and online. Providing a platform for buyers and suppliers around the world to do business online, now has more than 42 million members registered across 240 countries.

"Our initial targets in the UK are 'buyers' - the small businesses which are looking for goods or services that they will sell to their customers," says Linda Kozlowski, director of international corporate affairs, "As we grow this market, we can then look towards more growth in our supplier base here."