Taobao and Tmall deepen partnership with Xiaohongshu to power seamless cross-platform shopping

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Taobao and Tmall Group have deepened their integration with lifestyle platform Xiaohongshu, allowing merchants to insert direct product links from their stores into Xiaohongshu posts. The feature lets users click through from Xiaohongshu content to complete purchases on the Taobao app, streamlining the path from product discovery to checkout. Alibaba Group Vice President Liu Bo described the move as part of efforts to improve marketing efficiency in 2025. Taobao and Tmall plan to promote select products featured on Xiaohongshu with targeted advertising support. Alibaba says merchants saw a 20% rise in click-through rates on Xiaohongshu content last year.