Alibaba’s Taobao and Tmall overhaul Double 11 shopping strategy

Alibaba is implementing significant changes to its Double 11 shopping festival, moving away from complex cross-store voucher mechanics. Instead of requiring customers to meet specific spending thresholds to receive discounts, the platforms are introducing “official instant discounts” applied directly to individual items at checkout.

This strategic reset aims to provide cleaner pricing and utilizes AI-led shopping tools to engage consumers. Additionally, the company is focusing on its highest-spending members and expanding its international reach, with more than 1.2 million Taobao and Tmall merchants participating in cross-border sales during this year's event.