Richard Liu, CEO and founder of China's e-commerce company JD.com, rides an electric tricycle as he leaves a delivery station to deliver goods for customers Reuters

China's number two online retailer, JD.com, has launched a platform for merchants across the globe to sell goods directly to consumers in the world's second biggest economy without an established presence in the country.

The new cross-border e-commerce platform, JD Worldwide, will provide consumers with a convenient way to purchase authentic imported products. Meanwhile, international producers and suppliers from countries including Australia, France, Germany, Japan, South Korea, New Zealand, the UK and the US would benefit from direct sale to Chinese consumers, the company said in a statement.

"JD.com has once again raised the standard for integrated e-commerce solutions in China with the launch of JD Worldwide, the most convenient way for Chinese consumers to purchase imported products," said Richard Liu, CEO of the company.

"By combining the advantages of China's cross-border free trade zones, JD's warehouses and unparalleled last-mile logistics network, and our experience developing winning marketing campaigns for our partners, JD Worldwide gives international sellers and brands the most comprehensive and effective solution available for reaching Chinese consumers."

The new platform, featuring both direct sales and marketplace channels, will be fully integrated with JD.com. It currently hosts about 450 online shops providing more than 150,000 imported products from over 1,200 brands. The orders will be delivered directly to customers, without the typical inconveniences associated with international shipping, customs and language issues.

The platform also lowers entry barriers for global brands to enter into the Chinese market significantly, according to JD.com. The company said it will provide a range of support to global retailers that intend to use the platform.

The new platform will be a direct competitor of Alibaba Group Holding's Tmall Global, a similar service focused on international merchants.