A new shopping and dining service called Koubei promises to speed up online retail delivery services for China’s biggest e-commerce player and reflects a growing focus on capturing shoppers while they’re mobile.

Alibaba and its subsidiary, Ant Financial, are pooling $483.3 million each into the online-to-offline business venture, according to Tech Crunch.

The goal is to grab shoppers and lure them into Alibaba’s e-commerce environment even if they happen to be strolling the local mall or brick-mortar retailer like Target.

Koubei CEO Samuel Fan said the move will let the two partners attain opportunity to serve the retail customer whether online off offline.

“Harnessing the power of mobile commerce and data technology, Koubei will build synergies between offline consumption and Internet-based offerings that will transform China’s local services market,” he said in a press release.

The mobile consumer effort is just the latest drive by Alibaba to get more local and access customers where they are. The Wall Street Journal reports Alibaba is selling its U.S.-based 11 Main to OpenSky for a minority piece of the online retail operator. The move could indicate that Alibaba is struggling in its move to take on eBay and Amazon, both powerhouse online retailers.

As the Journal reveals the joint venture and the selling off of 11 Main might represent a new strategy for Alibaba for breaking into the U.S. local online retail segment. It already boasts a mobile online payment platform that is doing well, according to data cited by the Journal.