E-commerce platforms in China that have been involved in domestic shopping festivals near year end are now increasingly engaging in Western sales events such as Black Friday, thanks to Chinese shoppers' growing appetite for foreign products.

Tmall.hk, the cross-border e-commerce arm of Alibaba Group, Monday reported a 40% increase in sales Nov. 25-26, a special sales event held by the platform before the American Black Friday shopping extravaganza on Nov. 29. Cosmetics, baby products, food and digital devices led the sales gains, said the company. Tmall.hk offered discounts on 2,500 brands from more than 70 countries during the event.

Archrival JD.com said its cross-border sales platform registered 141% sales growth in cosmetic products and a 172% rise in imported baby formula during Black Friday. Insurgent e-commerce platform Pinduoduo also partnered with global leader Amazon for online Black Friday sales.

None of the companies unveil detailed sales figures for Black Friday sales.

Chinese e-commerce platforms often offer massive discounts during a period around Nov. 11 and Dec. 12 for the country's iconic online shopping carnivals every year. During this year's "Double 11" shopping extravaganza Nov. 11, Alibaba's one-day gross merchandise volume -- the total revenue of orders placed across its online platforms via its affiliated payment service Alipay -- hit a record high of 268.4 billion yuan ($38.3 billion).

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on caixinglobal.com