(Yicai) May 8 -- Alibaba Group Holding said the Chinese e-commerce giant is deepening its strategic partnership with lifestyle content app RedNote to create a seamless cross-platform shopping path for consumers from product discovery to purchase.

Their latest initiative enables merchants to embed product links to their Taobao and Tmall stores directly into content posts on RedNote, known in Chinese as Xiaohongshu, allowing consumers to click on posts and be redirected to the Taobao app to complete their purchases, Hangzhou-based Alibaba announced yesterday.

Initially piloted in categories such as fast-moving consumer goods, healthcare, sports, and outdoors, the initiative aims to help vendors improve their conversion and campaign efficiency by reducing the steps between content engagement and checkout, Alibaba said.

“This collaboration with Xiaohongshu marks a new chapter in our support for brand growth in 2025,” said Liu Bo, vice president of Alibaba and president of Tmall. “By combining Taobao and Tmall Group’s commerce expertise with Xiaohongshu’s strength in lifestyle content, we’re helping brands reach consumers more effectively and drive incremental growth.”

Taobao and Tmall and RedNote began experimenting with content-driven commerce in 2023 by measuring content seeding effectiveness and performance. The click-through rates of merchants on Taobao and Tmall platforms surged 20 percent, and RedNote’s product recommendation content engagement doubled last year from the previous one.

Taobao and Tmall works with over 200 internet platforms, ranging from social media to mobile payments, to support brand growth through expanded traffic channels, diversified content formats, and omnichannel operations.

Editor: Futura Costaglione