Beijing's Palace Museum within the Forbidden City may be all about the past but it is taking a modern approach to marketing and embracing the Internet.

Having opened on Taobao.com, China's largest online shopping market, the museum's authorized online flagship store is offering around 200 items for sale, including cellphone straps, dolls and piggybanks, according a staff member surnamed Wu.

The online site is believed to be the first of its kind among the capital's museums.