KUALA LUMPUR: Taobao Tmall World is stepping up its global cross-border shopping strategy, sharpening its focus on distinctive Chinese brands and quality products as international consumers increasingly look beyond low prices for items that reflect their personal tastes.
The platform is upgrading its shopping experience with artificial intelligence (AI)-powered recommendations, curated product selections and improved logistics, seeking to turn its vast Chinese merchandise catalogue into a stronger draw for overseas shoppers.
The move comes as demand for original Chinese products, including designer toys, fashion, homeware and smart electronics, gains traction globally alongside the growing international popularity of Chinese dramas, animation and games.
In a statement, Taobao said cross-border shopping preferences were shifting from price-driven purchases towards quality, distinctiveness and personalisation.
Its data from the 2025 Double 11 shopping festival showed that the number of cross-border users buying higher-priced items had increased significantly, with shoppers spending more than RMB500 per order rising 10 per cent year-on-year.
The trend points to an opportunity for Taobao to capture greater spending by making it easier for international customers to discover original Chinese brands and products that may be difficult to find in their home markets.
To support the strategy, the platform is drawing on a catalogue of more than three billion products available for cross-border purchase, backed by its cross-border logistics network and localised services.
Taobao Tmall World general manager Ye Tian said the platform's competitive advantage lay in combining its extensive product range with competitive pricing, trusted logistics and services tailored to individual markets.
"Responding to users' increasingly evolving expectations, we have launched an upgrade across six refreshed user experiences this year," Ye said.
The revamp is intended to make product discovery more intuitive while helping consumers navigate a catalogue spanning apparel, accessories, home furnishings, electronics, pet supplies, designer toys, and sports and outdoor equipment.
The company said its product-selection strength was supported by China's manufacturing supply chain and broad merchant ecosystem, enabling it to offer both everyday essentials and niche products linked to fast-moving consumer trends.
The platform has also observed international travellers using Taobao while visiting China to purchase distinctive products and arrange delivery directly to their hotels, reflecting growing interest in merchandise that is less readily available in their home markets.
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