Google has backed Chinese e-commerce giant JD.com in its attempt to expand and take on Amazon and Alibaba. The deal is beneficial to both companies, with JD.com seeking to grow its operations in Europe and North America, while Google sees the partnership as part of its expansion into Asian markets.

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The investment is part of a wider partnership that will also see JD.com products promoted via Google’s shopping platform while Google’s market reach and analytics expertise will be combined with JD.com’s knowledge of logistics and inventory management. This is the latest stage in JD.com’s rivalry with other the likes of Alibaba following last year’s partnership with Tencent to invest in Vipshop.

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