Taobao Mall (, the largest business-to-consumer (B2C) online retail platform in China, has secured commitments from 38 leading Chinese B2C sites to join its open B2C platform. This move will further enhance the consumer retail experience by assembling the widest variety of quality brands and authentic products in a single shopping destination, creating an ecosystem for all e-commerce stakeholders to jointly share the benefits from the projected gross merchandise volume (GMV) of RMB200 billion (US$31.3 billion1) that Taobao Mall is expected to attain in 2012. Intime (Yintai), Vancl, No. 1 Store (Yihaodian), Newegg, M18, Cool8 and Redbaby are among the 38 Chinese vertical B2C sites that have committed to a strategic cooperation with Taobao Mall and will be setting up flagship stores on the platform.