Last updated
Tmall logo.svg
Type of site
E-Commerce retail
Available inChinese
Owner Alibaba Group
Created by Jack Ma
LaunchedApril 2008;15 years ago (2008-04)
Current statusActive

Tmall (simplified Chinese :天猫; traditional Chinese :天貓; pinyin :Tiānmāo), formerly Taobao Mall, is a Chinese-language website for business-to-consumer (B2C) online retail, spun off from Taobao, operated in China by Alibaba Group. It is a platform for local Chinese and international businesses to sell brand-name goods to consumers in Greater China. It has over 500 million monthly active users, as of February 2018. In the last few years, it has opened its features to brands, not only for online sales but also for developing brand awareness. According to Alexa Rank, it is the third most visited website globally in 2021. [1]


History was first introduced by Taobao in April 2008 as Taobao Mall (simplified Chinese:淘宝商城; traditional Chinese:淘寶商城; pinyin:Táobǎo Shāngchéng), a dedicated B2C platform within its consumer e-commerce website. The key difference between Tmall and Taobao is Tmall is a B2C platform but Taobao is C2C. [2]

In November 2010, Taobao Mall launched an independent web domain,, to differentiate listings by its merchants, who are either brand owners or authorized distributors, from Taobao's C2C merchants. Meanwhile, it kicked off a US$30 million advertising campaign to raise brand awareness among consumers. [3] It also announced an enhanced focus on product verticals and improvements in shopping experience.

In June 2011, Alibaba Group Chairman and CEO Jack Ma announced a major restructuring of Taobao through an internal email. It was reorganized into three separate companies. As a result, became an independent business under Alibaba Group. The other two businesses that resulted from the reorganization are Taobao Marketplace (a C2C marketplace) and eTao (a shopping search engine). The move was said to be necessary for Taobao to "meet competitive threats that emerged in the past two years during which the Internet and e-commerce landscape has changed dramatically". [4]

In October 2011, experienced two successive waves of online rioting [5] since it significantly increased fees on online vendors. [6] The service fees raised from 6,000 yuan ($940) to 60,000 yuan ($9,400) a year, and a compulsory fixed sum deposit gone from 10,000 yuan ($1,570) to up to 150,000 yuan ($23,500). [7] According to, the price increase was intended to help weed out merchants that are too often a source of fakes, shoddy products and poor customer service. Stores that earn top ratings for service and quality from customers and high sales volumes are entitled to partial or full refunds. [8]

On January 11, 2012, officially changed its Chinese name to Tiān Māo (天猫), the Chinese pronunciation of Tmall, which literally means “sky cat”. [9]

Tmall occupied 51.3% Chinese B2C market online product sales share in Q1 2013. [10]

In February 2014, Alibaba launched Tmall Global as a cross-border marketplace for foreign brands and merchants to sell directly to Chinese consumers. The cross-border model requires merchants no longer to have a legal entity in China nor hold stock in the country. [11] Some of the biggest flagship stores on Tmall Global include Costco from the US and dm-drogerie markt from Germany. [12]

After Houston Rockets general manager's tweet about Hong Kong, Tmall delisted any items related to the organization from its sites. [13]

Metrics was registered on October 17, 1997, [14] with Alibaba Cloud Computing (Beijing) Co., Ltd. Tmall currently features more than 70,000 international and Chinese brands from more than 50,000 merchants and serves more than 180 million buyers.[ citation needed ] ranked number one among all Chinese B2C retail websites for 2010 in terms of transaction volume, with a gross merchandise volume of RMB30 billion – about three times the amount facilitated by 360buy, its closest competitor.[ citation needed ] The site accounts for a 47.6% share of the B2C online retail market in China, followed by 16.2% of 360buy and 4.8% of [15]

According to Alexa, as of June 2021, was the 3rd most visited website in the world and the 1st most visited website in China. [16]


Alipay, an escrow-based online payment platform owned by Alibaba Group, is the preferred payment solution for transactions on

As on Taobao Marketplace, the C2C e-commerce platform under Alibaba Group, buyers and sellers can communicate prior to the purchase through AliWangWang (Chinese :阿里旺旺; pinyin :ālǐ wàngwàng), its proprietary embedded instant messaging program. It has become a habit among Chinese online shoppers to “chat” with the sellers or their customer service team through AliWangWang to inquire about products, engage in bargaining, etc. prior to purchase.[ citation needed ].

Unlike online sales on marketplaces like Amazon, the operation of a TMall shop requires a specialized and dedicated cross-functional team. Such a team can either be employed by the merchant inhouse or, as in most cases, is managed through a certified Tmall Partner [17] Agency ("TP") which operates the store on an ongoing basis on behalf of the shop owner.

Since 2017, TMall decided to provide merchants with a dedicated channel meant to support them with their new launches, called TMall Heybox. TMall Heybox offers vendors tremendous a large set of highly sophisticated digital marketing tools. Moreover, TMall HeyDrop raffle tool and TMall Heybox’s product trial tool can be very useful for enhancing brand awareness and collect shoppers’ feedback about their newly launched items. [18]


Alipay entered Vietnam in 2010, with network up to 21,000. Ant Financial hopes that their network in Vietnam could help Chinese order, tourists, that are heading to Vietnam. Currently in Vietnam, to pay via Alipay, you can use Davitrans, the address of a company specializing in Chinese purchases.

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Amazon China, formerly known as, is an online shopping website. was founded in early 2000 by the Chinese entrepreneur Lei Jun in Beijing, China. The company primarily sold books and other media goods, shipping to customers nationwide. was renamed to “Amazon China” when sold to Amazon Inc in 2004 for US$75 Million. Amazon China closed its domestic business in China in June 2019, offering only products from sellers located overseas.

<span class="mw-page-title-main">Alibaba Group</span> Chinese multinational technology company

Alibaba Group Holding Limited, or Alibaba, is a Chinese multinational technology company specializing in e-commerce, retail, Internet, and technology. Founded on 28 June 1999 in Hangzhou, Zhejiang, the company provides consumer-to-consumer (C2C), business-to-consumer (B2C), and business-to-business (B2B) sales services via Chinese and global marketplaces, as well as local consumer, digital media and entertainment, logistics and cloud computing services. It owns and operates a diverse portfolio of companies around the world in numerous business sectors.

<span class="mw-page-title-main">Interpark</span> South Korean entertainment company

Interpark is a South Korean company launched as an online auction website and shopping mall. In 2014, it entered the Korean music industry as a record distributor.

<span class="mw-page-title-main">Taobao</span> Chinese website for online shopping

Taobao is a Chinese online shopping platform. It is headquartered in Hangzhou and is owned by Alibaba. According to Alexa rank, it is the eighth most-visited website globally in 2021. was registered on April 21, 2003 by Alibaba Cloud Computing (Beijing) Co., Ltd.

Alipay is a third-party mobile and online payment platform, established in Hangzhou, China in February 2004 by Alibaba Group and its founder Jack Ma. In 2015, Alipay moved its headquarters to Pudong, Shanghai, although its parent company Ant Financial remains Hangzhou-based.

<span class="mw-page-title-main">Singles' Day</span> Unofficial Chinese holiday

The Singles' Day or Double 11, originally called Bachelors' Day, is a Chinese unofficial holiday and shopping season that celebrates people who are not in a relationship. The date, 11 November (11/11), was chosen because the numeral 1 resembles a bare stick, which is Chinese Internet slang for an unmarried man who does not add 'branches' to the family tree. The four '1's also abstractly refer to the demographic group of single people. Ironically, the holiday has become a popular date on which to celebrate relationships: more than 4,000 couples got married in Beijing on this date in 2011, far greater than the daily average of 700 marriages.

Customer to customer markets provide a way to allow customers to interact with each other. Traditional markets require business to customer relationships, in which a customer goes to the business in order to purchase a product or service. In customer to customer markets, the business facilitates an environment where customers can sell goods or services to each other. Other types of markets include business to business (B2B) and business to customer (B2C).

<span class="mw-page-title-main"></span> Chinese e-commerce company, Inc., also known as Jingdong, internationally known as Joybuy and formerly called 360buy, is a Chinese e-commerce company headquartered in Beijing. It is one of the two massive B2C online retailers in China by transaction volume and revenue, a member of the Fortune Global 500 and a major competitor to Alibaba-run Tmall. When classified as a tech company, it is the largest in China by revenue, and 7th in the world in 2021.

Yihaodian is a Chinese online grocery business founded by Gang Yu and Junling Liu in July 2008. Yihaodian is a business-to-consumer (B2C) e-commerce website that provides people with a platform to shop groceries online. Yihaodian has “virtual stores” that exhibit images of stocked grocery shelves on walls and other surfaces in urban public areas in China, which passersby can scan codes under the images with a mobile device to purchase corresponding groceries online. The retail giant Walmart first invested in Yihaodian in 2011; in 2012, it announced additional investment so that Walmart controlled 51% of Yihaodian’s ownership. In July 2015, Walmart acquired 100% ownership of Yihaodian.

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Daniel Zhang Yong is a Chinese business executive who currently serves as the executive chairman and chief executive officer of Alibaba Group. Before becoming Alibaba's chief, Zhang was best known for his roles as CEO of Taobao and president of Tmall. While running Tmall, Zhang created the Singles' Day shopping holiday, an annual Chinese sales event with gross sales reaching four times higher than Black Friday and Cyber Monday combined.

AliGenie is a China-based open-platform intelligent personal assistant launched and developed by Alibaba Group, currently used in the Tmall Genie smart speaker. The platform was introduced in 2017, along with the Tmall Genie X1, at Alibaba's 2017 Computing Conference in Hangzhou.

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