LVMH extends partnership with Alibaba to boost omnichannel presence in China

Alibaba Cloud's AI capabilities will be integrated to develop new applications and services for LVMH's global consumers.

LVMH Group and Alibaba Group have announced an extended partnership to enhance the luxury shopping experience in China. 

The collaboration will leverage Alibaba’s advanced cloud technologies and AI-driven innovations in retail, both online and through Tmall. It will enable LVMH to enhance its omnichannel presence, data capabilities, and technological footprint in China.

“The reinforcement of our partnership will help us to further accelerate our omni-channel business growth, and to keep on leveraging the transformative capabilities of cloud and AI technologies, along with Alibaba’s world-leading expertise in e-commerce operations,” said Stephane Bianchi, Group Managing Director of LVMH. 

“This comprehensive partnership has elevated the retail experience for LVMH’s customers worldwide, including China-based consumers on Tmall,” added Eddie Wu, Chief Executive Officer of Alibaba Group.

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The partnership includes the integration of Alibaba Cloud’s AI capabilities, such as Qwen and Model Studio, to develop new applications and services for LVMH’s global consumers. 

The five-year extension will help LVMH optimize operations, gain customer insights, and streamline supply chain management in China.

Since initiating their partnership in 2019, LVMH has used Alibaba’s Dataphin for personalised services and PAI for customised consumer experiences. The collaboration has also brought Tmall’s digital innovations, like 3D product displays and virtual try-ons, to 30 LVMH Maisons, enriching the luxury shopping experience for Chinese consumers.