Interviews, insight & analysis on digital media & marketing partners with TÜV Rheinland and expands European Pavilion, a leading platform for global business-to-business (B2B) ecommerce, has announced the expansion of its European Pavilion, a dedicated resource for EU/UK-certified products and products sourced from verified suppliers.

The European Pavilion is supported by TÜV Rheinland, a leading product testing and certification provider, who currently partners with on the ‘Verified Supplier program’ which lets B2B buyers on the platform identify reliable and reputable suppliers for their transactions.

The move to expand the European Pavilion with the dedicated ‘Certified Picks for Europe’ resource to include eight million products, comes as B2B buyers place increasing priority on sourcing reliable quality products, yet face difficulty when trying to access these easily. Certified products and verified suppliers on the platform allow buyers to confidently choose products from reliable sources, reducing risk and ensuring high-quality products and service. This, in turn, enhances their own reputation and customer trust.

Sourcing certified products with confidence
Product listings on’s European Pavilion have increased by over 430% since launching during its biggest sales festival Super September – from 1.5 million to eight million – and span 20 non-consumer goods (such as machinery, renewable energy and lighting equipment), and 13 consumer goods categories (such as apparel, jewellery and toys). All eight million products possess EU product certificates – including CE, RoHS, REACH, EMC and UKCA – giving buyers peace of mind over their purchases. Besides certified products, the platform has 28,000 verified suppliers, helping to alleviate quality and safety concerns.

Protection through Trade Assurance
In addition to certified products,’s European Pavilion offers a Trade Assurance program which ensures buyers are protected throughout the whole transaction process. These protections include offering buyers secure and easy ways to pay for their B2B orders, escrow services for transaction safety, and safeguard against unforeseen circumstances including shipping delays. Millions of products support on-time delivery and easy-return for European buyers on

Roland Palmer, General Manager UK, Benelux & Nordics, Alibaba Group, said: “We know that B2B buyers, especially SMEs, sometimes find it challenging to source high quality products.’s newly expanded European Pavilion with its eight million product listings is a key resource to change that. Business buyers can now choose from a wide range of certified products and suppliers at the click of a button. We’re looking forward to expanding this platform further and helping B2B buyers unlock even greater growth.”

Frank Dorssers, Senior Vice President Systems, Customized Services, TÜV Rheinland, commented: “In today’s global marketplace, where businesses often source products internationally, the Verified Supplier program is an essential tool to ensure that suppliers are credible, reducing the chances of disputes or loss. We’re confident that the inclusion of verified suppliers on the European Pavilion will boost trust and transparency in B2B dealings and ultimately improve the entire online sourcing experience.”’s European Pavilion also localises product experiences and offers trendy products for the Christmas holidays with its dedicated Christmas sourcing platform ‘Stock Up for Christmas’, which offers 700,000 ready to sell and custom-made Christmas gifts.