Middle East online retail upstart noon.com said yesterday it was expanding into China, seeking partners in the country's flourishing e-commerce industry to help it compete with Amazon in its home markets, reports AFP from Bubai.

The $1 billion Internet retailer said it has launched its Asia operations with two entities in mainland China and Hong Kong.

"China's booming e-commerce market has one of the most active marketplaces in the world," noon.com founder Mohammed Alabbar said.

The firm plans to establish a "trusted network of high-quality Chinese brand owners," to

bring the best range of products to its customers in the Middle East.

Noon.com was launched in October by Dubai-based giant property developer Emaar in association with state-owned Saudi Public Investment Fund and a number of leading Gulf investors.