The coffee giant has had an eventful 2015 with several digital initiatives. Besides a collaboration with on-demand delivery service Postmates Starbucks launched its own delivery service program at Empire State Building in New York.
In October Starbucks launched Mobile Order & Pay in the UK, allowing customers to pre-order their favourite drinks and food in over 150 London stores and save time in the queue. Now the chain is extending its focus on digital purchases and international sales in China.
First online venture in China
Starbucks has chosen the same path as many other Western companies, such as Apple, Costco and Amazon, and has opened a flagship store on Alibaba's marketplace Tmall. This is Starbuck's first online store in China and the new site sells Starbucks cards, coffee vouchers and "unique and specially designed e-cards".
– We are thrilled to welcome Starbucks to the Tmall family. With the rapid development of e-commerce, more and more global renowned brands are partnering with Tmall to bring to their customers a seamless premium experience, anywhere, any time, says Mr. Jie Jing, VP, Alibaba Group.