Taobao is updating its cross-border shopping services in Singapore, with changes to product discovery, delivery and returns as the platform responds to evolving overseas shopping preferences.

The Alibaba-owned platform is also partnering with Chinese actor Zhang Linghe for this year’s Double 11 shopping festival. The campaign will promote six refreshed shopping experiences: Quality, taste, lifestyle, trendy, smart and surprise.

Taobao has introduced a new system to curate products using artificial intelligence and human selection. It assesses products based on quality, distinctiveness, price competitiveness and service. According to Taobao, the system covers more than 4000 original-brand stores and 6 million curated products.

“Every critical touchpoint in the cross-border shopping journey has been refreshed. We invite users everywhere to open the Taobao app now and experience the joy of discovery-driven shopping on “Everything and Anything” firsthand,” said Ye Tian, GM of Taobao Tmall World.

The platform has also launched a Discover channel. It features curated products and personalised recommendations, alongside AI tools for virtual try-ons and furniture placement.

In Singapore, Taobao now offers free shipping for large furniture. Other changes include parcel tracking and compensation for lost or damaged shipments. Flat-rate shipping for bulky items is available across 10 markets, while local returns services have been upgraded in 13 markets.

The changes come as Taobao reports a shift towards higher-value cross-border purchases. During the 2025 Double 11 shopping festival, the number of cross-border shoppers spending more than RMB500 (US$70) per order rose 10 per cent year-on-year.

• Further reading: Qwen meets Taobao: Inside Alibaba’s wager on the future of shopping.