Australian products are set for another boost in China after retailer Woolworths (ASX:WOW) announced it had opened a store on Tmall Global, Alibaba's overseas platform.

In a release, Woolworths highlighted Australian goods were highly sought after by China's rapidly growing middle class.

"Woolworths is pleased to launch our store on Alibaba’s Tmall Global online site, opening up our business directly to Chinese consumers," Woolworths FoodCo director Steve Greentree said in a release.

"We know there is a strong demand for high quality, Australian made products and we're proud to be able to supply those products into this market."

The announcement coincided with Tmall Global's 'Australia Day' on Monday, Jan. 4, highlighting Australian brands and products available to Chinese customers.

"We're delighted to have a retailer of Woolworths size and reputation open a store on Tmall Global," said Ken Ma, head of Australia, New Zealand and Japan regions for Tmall Global.

"Health and product safety is very important to Chinese consumers, who are very discerning in their choice of products and are willing to source them from trusted providers in countries like Australia."

Around 5,400 overseas brands from 25 countries and regions have opened stores on Tmall Global as a stepping stone into China, including a growing number of brands from the U.S., Germany, Australia, South Korea, Japan, Taiwan and Hong Kong.

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