Chinese e-commerce giant Alibaba launched a new marketplace called Miravia in Spain on Dec. 1. It connects brands and content creators with consumers. The platform offers fashion, beauty, food and lifestyle products. Earlier this year, Alibaba expanded its existing online marketplace Lazada to Europe, now Miravia was launched in addition. Currently, the marketplace already offers brands such as Disney, Lego, L’Oréal Paris, Delonghi and others, and supports local Spanish brands and sellers such as Munich, Cecotec and Silbon. Miravia differs from Amazon and other online stores in that it not only works closely with influencers and AI to create exclusive content but also allows brands to create their own virtual stores and run their own affiliate programs.

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