Taobao Tmall World expands AI-driven cross-border platform to showcase Chinese brands

Taobao Tmall World announced a revamp of its international shopping portal, focusing on AI-driven product recommendations and curated collections of Chinese brands. The upgrade targets consumers who now value quality, distinctiveness and personalization over low prices. Leveraging a catalogue of more than three billion items and its cross-border logistics network, the platform hopes to make niche Chinese products easier to discover overseas.

Ye Tian, the platform's general manager, highlighted the combination of extensive range, competitive pricing and market-specific services as its edge. The move follows a 10% year-on-year increase in orders exceeding RMB500 during the 2025 Double 11 festival, reflecting a shift toward higher-spending shoppers. International travelers are also using Taobao while in China to source unique goods for delivery to their home countries.