US-based online retailer and auction house eBay is courting fashion-conscious consumers in China after teaming up with Chinese luxury online retailer to launch a new eBay Style website.

The site, which was launched yesterday (12 November), will feature up to 5,000 apparel, shoe, accessories, health and beauty brands currently being sold on

The Chinese retailer will be responsible for handling all sales and logistics, including curating and translating the inventory from eBay with a product search and browsing experience suited to Chinese consumers. will also provide local returns and Chinese language customer service.

"Our mission is to bring the best of the world to China, so eBay, with its global access, is an ideal partner for us," said George Ji, CEO of

"Through our curation efforts, we also hope to introduce a new, more inspiring buying experience to Chinese consumers."

eBay has seen a 40% year-on-year increase in the amount of goods bought by Chinese consumers navigating in English.

"We believe that in the future Chinese consumers will use eBay as a passport to global fashion styles, especially for leading women's brands and accessories, and menswear, because our broad selection of new, branded, and designer merchandise will be unmatched in China," added vice president Melanie Tan.

"Our long term vision is to connect Chinese consumers to global products and brands that they want and love in a seamless and safe way.

"By partnering with we are able to surface our best inventory to Chinese consumers, while providing a simple and easy shopping experience."