Taobao

Taobao is Alibaba's general consumer marketplace, launched in 1999 and offering the widest product coverage of any platform in mainland China — from everyday goods to highly niche custom items.

It differs from Tmall in composition: Taobao is dominated by small merchants and individual shops, giving it flexible pricing and a very long tail, while Tmall hosts brand flagship stores and competes on authenticity and after-sales guarantees. Both share the same account and payment system.

For cross-border sellers, Taobao often serves as a sourcing channel — a way to find factories or first-tier wholesalers before listing on overseas marketplaces.