Taobao is upgrading its cross-border shopping experience with six refreshed shopping categories, AI powered product discovery and enhanced delivery services, as the Chinese e commerce platform responds to growing global demand for distinctive and higher quality Chinese products.
The platform, also known as Taobao Tmall World, announced the upgrades ahead of the Double 11 shopping festival, with popular Chinese actor Zhang Linghe joining the campaign to introduce the refreshed shopping experience to international users.
The six categories are Quality, Taste, Lifestyle, Trendy, Smart and Surprise. They reflect Taobao’s shift towards helping shoppers discover original Chinese brands, distinctive designs and products suited to their individual interests, rather than relying solely on conventional product searches and price comparisons.
Taobao said cross border shoppers are increasingly looking beyond low prices when purchasing Chinese goods. During the 2025 Double 11 shopping festival, the number of cross border shoppers spending more than RMB 500 per order increased by 10% year on year, reflecting growing interest in higher value purchases.
The platform attributes this shift partly to the rising international popularity of original Chinese brands, including designer toys, animation, games and fashion. Some international travellers also use Taobao while visiting China to purchase distinctive products and arrange delivery directly to their hotels.
To support this demand, Taobao is drawing on its catalogue of more than three billion products available for cross border purchase. Its offerings span fashion, accessories, furniture, smart electronics, pet supplies, designer toys, sports equipment and outdoor products.
The platform has also introduced the Taobao Curated Supply System, which combines artificial intelligence with human expertise to identify products and stores according to four criteria: quality, distinctiveness, price competitiveness and service.
Through this system, Taobao has identified more than 4,000 original brand stores and six million curated products for cross border shoppers. The selection will be updated regularly to help users discover new products, emerging trends and items that may be difficult to find in their local markets.
Another key development is the launch of the new DISCOVER channel, which is designed to move the shopping experience beyond traditional product listings and towards personalised recommendations.
The channel groups selected stores and products into up to 15 themed categories, including women’s fashion, women’s footwear, menswear, furniture, toys, stationery, pet supplies, fitness and automotive accessories. An upgraded personalisation algorithm recommends products based on shoppers’ interests and preferences, while allowing them to explore brands’ signature designs, featured products and stories.
Taobao is also expanding its range of AI shopping tools to help users make more informed purchasing decisions. These include AI Try On for clothing, AI Virtual Makeup, AI Room Placement for furniture, Voice Search by Hold and AI Pet Care Guides.
The tools are intended to address common challenges associated with online shopping, such as assessing clothing sizes, visualising makeup, coordinating products and determining whether furniture will fit into a home.
More than 30 AI Lifestyle Experts will also be introduced, covering topics such as personal styling and baking. Through interactive conversations, the tools are designed to help shoppers identify their needs and find products that match their requirements.
For localised content, Taobao will continue publishing shopping and lifestyle features such as Taobao NowWear, Taobao Trend and local rankings. These initiatives aim to connect product recommendations with topics and trends relevant to shoppers in different markets.
Alongside the shopping experience upgrades, Taobao is improving its official cross border logistics services. Since 2016, the company has invested in cross border delivery infrastructure, building a direct shipping network covering 20 markets by 2025. Free shipping has also been introduced in selected markets.
The latest logistics improvements focus on delivery guarantees, convenience and greater assurance for customers.
Depending on market conditions, delivery options include one day, three day and six-day commitments, with agreed shipping costs and scheduled delivery dates. These arrangements are intended to make delivery times and expenses more predictable for international shoppers.
Customers can also access one tap direct shipping and end to end parcel tracking. Flat rate direct shipping for bulky items is available across 10 markets, while Singapore shoppers can benefit from free shipping for large furniture, making it easier to purchase bigger household items from China.
Taobao has also pledged compensation for parcels that are lost or damaged, supported by platform customer service to assist customers through the claims process. Its Local Returns service has been upgraded in 13 markets, allowing more cross border shoppers to return purchases at convenient nearby locations.
