Karen Millen is set to start accepting payments via Alipay as it hopes to “reach out to Chinese visitors”.
The upmarket women’s fashion brand will begin accepting payments from Alibaba’s own payment system across all of its European stores and online.
Via the Wirecard epos app, users can now use Alipay to pay for items on any Android or Apple smartphone.
This comes as the retailer is aiming to cater to the increasingly lucrative Chinese market, with shopping representing the largest category of spending or Chinese tourists.
READ MORE: Alipay will soon be widely accepted in UK
According to recent research from Neilsen, 93 per cent of Chinese tourists say they would spend more when travelling if more retailers accepted mobile payments.
Alipay is China’s leading mobile payment solution and is used by over 1 billion people, while Karen Millen has over 400 stores across 63 countries.
“Alipay is not just a payment method – it’s a digital platform for retailers to reach out to Chinese visitors,” Wirecard, who helped integrate the technology, said.
“We are pleased to be collaborating with Karen Millen to enable Chinese travellers in Europe to use their preferred payment method, providing a seamless purchasing process for both the retailer and the customer.”