Chinese online retailer LightInTheBox was aimed at global audiences from day one, Kevin Wen, co-founder of the company, told us today at 2014 TechCrunch China/ TechNode event in Beijing. Back in 2007 when LightInTheBox was founded, there were only three well-known e-commerce sites in China, Taobao, Dangdang, and Joyo (would be acquired by Amazon). And all of them were targeting at the local market. The company went public on the New York Stock Exchange in 2013.

Starting with an English version, LightInTheBox now is available in 38 languages but Chinese isn’t supported.

The company generated US$81.5 million in the total revenue in the first quarter of this year, with 66% was from Europe, 20% from North America and 6% from South America. For LightInTheBox there’s still room in the Europe, and Brazil and Russia can be good markets too, according to Wen.

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Tracey Xiang

Tracey Xiang is Beijing, China-based tech writer. Reach her at traceyxiang@gmail.com