Hong Kong-based logistics firm Tigers Inc. is throwing the door to China’s e-commerce market open to international merchants who want to sell directly to Chinese consumers without sinking into the possible obscurity of Alibaba. The company has established eShop, a digital marketplace that combines the functions of an on-line sales platform with marketing and supply chain management, from order fulfillment to returns.

“Tigers eShop offers a cost-effective, scalable enterprise solution for companies of all sizes,” says Tigers CEO and group managing director Andrew Jillings. “We provide fiscal representation to SMEs wanting to enter the China market that do not have a presence there.”

In the main, eShop is designed for small- and mid-sized merchants that want to sell to Chinese consumers but have reservations about using Alibaba, because they want to keep closer control of their brand, he explained. These firms worry that they might be relatively inconspicuous on Alibaba’s site, next to a myriad of other merchants offering copies or specials, which might dilute their brand.

“We offer full representation,” Jillings said. To market its clients in China, Tigers has teamed up with WeChat.

Up-and-coming Italian designer workout war label GR1PS and award winning golf simulator OptiShot Golf are among the first eShop customers.

“Tigers eShop forms a core part of our sales strategy in acquiring new clients in the Asia market, and increasing brand awareness and exposure through Tigers’ network,” said Katty Fung, chief operating officer of GR1PS.

The new platform covers all of China, with a single tariff across the country. All flows are funnelled through Hong Kong and tracked by item.

Clients can opt to use only the sales platform and marketing and make their own logistics arrangements, but so far most are happy to let Tigers manage the logistics as well, according to Jillings.

He stressed the importance of technology to advance e-commerce support services from the logistics sector.

“The logistics industry has the desire to adopt technology, but few providers are offering a real solution that ultimately services every e-commerce business,” he remarked. “Rather than being a one-size-fits-all, Tigers’ IT systems, which work on a cloud-based operating platform, are flexible enough to meet a variety of demands.”

He is looking to expand the model to other markets. Tigers intends to open eShops in the US, Australia, South Africa, Germany, the United Kingdom, the Netherlands, Malaysia and India.

The company has 65 offices and 32 omni-distribution hubs across China, the US, Australia and several countries in Asia and Europe.

“Tigers will continue to focus on our two main assets, our technology and our people,” Jillings said. “E-commerce has been growing at blockbuster pace for us.”

Other logistics providers are also moving to get a larger slice of the e-commerce business.

In February FedEx Supply Chain announced the launch of FedEx Fulfillment, a service designed to meet the shipping needs of smalland medium-sized enterprises in a challenge to Amazon. FedEx Fulfillment delivers orders across multiple channels, including websites and online marketplaces, and manages inventory for participating retailers.

The new offering, which is based on an e-commerce platform, uses the integrator’s array of logistics services, from warehousing and distribution to e-commerce fulfillment and reverse logistics. According to FedEx, clients have complete visibility.