Taobao Malaysia is set on enhancing the user experience for Malaysian shoppers using artificial intelligence (AI), said country head Jess Lew.
“We want to elevate the user experience through AI and (look at) how we can bring the 3 billion products catalogue forward to users. Instead of asking users to search based on what they know, we want to allow them to discover beyond what they search for. We want to position the platform as the ‘inspiration for life’ instead of just a transacting platform. User experience is still top priority,” she told Malaysian media at the Taobao Asia Pacific media briefing in Hong Kong.
Lew today revealed key service upgrades for Taobao Malaysia, including enabling five-day delivery, direct shipping for furniture bulk buy and drop-off point for local returns.
“An upcoming plan (to be rolled out in November) is that we want to enhance our return service, where we will be working with J&T Express to allow users to drop off their return items across 1,400 points,” said Lew.
Taobao is refining its AI shopping assistant suite, including AI Try-On, AI Virtual Makeup, AR Room Placement for furniture, Voice-Search-by-Hold and AI Pet Care Guides. These tools help users judge sizing, how pieces coordinate and how large furniture will look in their space, removing friction from buying certain categories online. Taobao will also roll out more than 30 AI Lifestyle Experts covering topics such as styling and baking. Through in-depth conversation, these AI experts help users pinpoint their true needs and cut through choice overload, helping them find products that better meet their needs amid a vast catalogue.
Lew explained that both Lazada and Taobao platforms are complementary and not competing with each other, serving two different spaces. Lazada and Taobao are both owned by Alibaba Group.
“Lazada is like a local marketplace where it onboards local sellers offering local services like next day delivery, while a cross-border platform like Taobao has its strength in billions of products that are hard to find in Malaysia,” said Lew.
She affirmed that Taobao Malaysia respects the role of the Malaysian government in ensuring a fair market and its consumer protection. It welcomes dialogue with policymakers, consumers and businesses.
“We will comply (with all rules and regulations) and operate in a responsible way in Malaysia,” assured Lew.
With this brand experience upgrade, Taobao is further strengthening its supply of distinctive stores and products, making it easier for cross-border users to discover well-made and well-designed stores from China. Building on existing breadth, efficiency and price advantage, Taobao has applied four criteria of quality, distinctiveness, price competitiveness and service – and integrated AI-driven selection with human expertise to build a systematic curation framework. From the vast catalogue, it has unearthed over 4,000 original-brand stores and 6 million curated products, creating a distinctive selection of products for cross-border shoppers.
Quality key in enhancing user experience
Taobao is riding the “quality and distinctiveness” wave as it unveiled six refreshed user experiences consisting of quality, taste, lifestyle, trendy, smart and surprise.
“We have to emphasise that quality is the number one user experience,” added Lew.
Taobao Tmall World general manager Ye Tian said multiple measures are being carried out in terms of quality control. First, ensuring merchants who operate on its platform are legal and fully compliant. Second, taking account of consumers’ feedback, including their reviews. Third, using AI to screen and ensure quality, including its inventory in terms of product source information, quality and copyright.
“Even after doing all these, we let consumers have the final say of the products. If consumers do not like it, we will reduce the priority of the products. In this way, we can ensure quality and price competitiveness of the products on our platform,” Ye told Malaysian media yesterday.
In recent years, original Chinese products and content, including designer toys, dramas, animation and games, have captivated global audiences. Many international travellers, including Malaysians, use the Taobao app the moment they arrive in China, ordering unique finds and having them delivered directly to their hotels. This growing demand for discovering distinctive “original Chinese brands and products” that are hard to find locally continues to gain momentum in many different ways. Taobao has also observed a clear shift in cross-border shopping preferences: from price-driven purchases to those centred on quality, distinctiveness and personal taste.
During the 2025 Double 11 Festival, the number of cross-border users choosing higher-priced items increased significantly, with high-value shoppers (spending over RM300 per order) growing by 10% year-on-year. Data showed that cross-border consumers are moving beyond basic availability and affordability toward a higher standard: “buying quality and buying distinctive.”
The core value of Taobao is anchored in a cross-border catalogue of over 3 billion products offering quality at competitive prices, reinforced by trusted cross-border logistics and localised services it has been building in individual markets over time.
Zhang LingHe as Taobao ambassador
Taobao is collaborating with popular Chinese actor Zhang Linghe in a move to bring cross-border users the six refreshed shopping experiences.
Zhang has a growing and enthusiastic fan base in Malaysia, including among local audiences and Malay viewers who watch Chinese dramas.
As Chinese dramas (C-drama) continue to gain popularity worldwide, Zhang’s outstanding performances have attracted a growing international fan base, including in Malaysia, where he is embraced by local audiences as a bona fide international star.
Zhang is most famous for his role in hit C-drama Pursuit of Jade (2026), alongside his breakout hits Story of Kunning Palace (2023) and Love Between Fairy and Devil (2022). On screen, he brings depth and nuance to every role. Off screen, he pursues a wide range of interests. His warmth, authenticity and curiosity about the world align closely with Taobao’s brand value of helping users explore diverse lifestyles and find joy in every discovery.
The collaboration between Taobao and Zhang is akin to a meeting of “endless possibilities” – Taobao is all about infinite exploration where anything can be found and surprises await at every turn, while Zhang keeps reinventing himself with fresh, memorable images.
The Taobao app features a Zhang-themed interface and a daily treasure-hunt campaign where users can unlock Zhang-themed rewards. Until Nov 13, Malaysian users can join the Daily Treasure Hunt campaign in the Taobao app. Simply completing daily tasks such as visiting the app, browsing, placing orders or inviting friends gives users opportunities to take part in treasure hunts and earn Ling Points. Accumulated check-ins progressively unlock eight behind-the-scenes videos featuring Zhang.
Points can be redeemed for digital gifts, Taobao red packets and Zhang-themed merchandise. Digital gifts include Zhang-themed in-app skins, stickers, phone wallpapers and voice blessings. Top-ranking users also have a chance to receive autographed gifts and other limited-edition rewards.
Alongside Taobao’s newly released brand film featuring Zhang, the campaign’s digital billboards can be seen in Kuala Lumpur (until Nov 14) at KLCC Junction, Bukit Bintang Crossroad, Lot 10 Giant Cube, Jalan Cheras, Cubiq USJ, Sunway, Sunway Mentari LDP and Jalan Imbi.
Zhang-themed in-person events will follow, beginning in Kuala Lumpur on Oct 24. Malaysians can experience Taobao’s latest brand-refresh activities on site and have a chance to receive Zhang-themed Taobao gifts.
During Double 11 (Nov 11), Zhang will appear in a livestream in the app, connecting with fans across markets in real time. With Zhang’s soaring popularity, Taobao is kicking off its Double 11 campaign by inviting Malaysian users to open the Taobao app and discover its unique shopping joy.