More than 100 overseas brands, including some of Europe's leading supermarkets, are waiting in the wings to set up stores on Tmall Global, the online retail site owned by Chinese e-commerce giant Alibaba Group Holding Ltd.

The site, billed as a dedicated bridge between Chinese online shoppers and overseas retailers, has seen its sales soar tenfold since being launched by the Hangzhou-based Alibaba in February.

Alibaba revealed on Monday that around 5,400 foreign brands from 25 countries have so far set up stores on the platform.