KUALA LUMPUR, Oct 15 — Chinese e-commerce platform Taobao has introduced a series of upgrades to its cross-border shopping services, including a new product discovery feature, artificial intelligence (AI) shopping tools and improved delivery options.

In a statement today, Taobao Tmall World said the changes were aimed at helping international shoppers find products from China more easily, with a greater focus on quality, originality and personal preferences.

Among the additions is a new “DISCOVER” channel, which features selected products across 15 categories, including fashion, furniture, toys, stationery and pet supplies.

The feature, currently available only on the Chinese-language version of the Taobao app, uses personalised recommendations to introduce shoppers to brands and products based on their interests.

Taobao said it had also developed a selection system combining AI and human assessment to identify more than 4,000 Chinese original-brand stores and six million products from its catalogue of over three billion items available for cross-border purchases.

The platform is also improving its AI shopping tools, including virtual clothing try-ons, digital makeup previews and augmented reality features that allow customers to see how furniture might fit into their homes.

Taobao Tmall World general manager Ye Tian said the upgrades reflected changing consumer preferences, with overseas shoppers increasingly looking beyond low prices.

The company said the number of cross-border shoppers spending more than RM300 per order during its 2025 Double 11 shopping festival increased by 10 per cent year-on-year.

Meanwhile, Taobao is upgrading its international delivery services with parcel tracking, compensation for lost or damaged items and more convenient return arrangements in selected markets.

The company said it would also introduce more than 30 AI-powered lifestyle advisers covering topics such as fashion styling and baking, while partnering with Chinese actor Zhang Linghe to promote the refreshed shopping experience during this year’s Double 11 festival.