Chinese e-commerce giant Taobao has unveiled an English-language interface in beta, with Malaysia and Singapore chosen as the inaugural markets. This development, announced on 12 September, aims to make the platform more accessible to English-speaking users in these countries, potentially revolutionising the online shopping experience for millions.
The new interface, powered by advanced AI technology, offers automatic translations and customer support in both English and Chinese. Product descriptions are now available in English, with prices displayed in Malaysian Ringgit (RM), creating a more user-friendly experience for local shoppers. This initiative addresses the growing demand from customers seeking an English language option, effectively tackling the needs of local users looking for product diversity and unique shopping experiences.
Jess Lew, Country Manager for Tmall Taobao World Malaysia, expressed enthusiasm about the launch: “We’re excited to provide a platform that caters to the diverse needs of Malaysian customers. This initiative is driven by the strong demand we’ve observed from local users, and we believe it will enhance their shopping experience by minimising language barriers. We remain committed to continually improving this beta English interface based on customer feedback, ensuring it meets the ever-evolving needs of our users.”
The platform supports various payment methods enabled by Antom, including debit/credit cards, e-wallets, online banking, and credit card instalment options. This array of choices allows users to complete transactions with ease, catering to local preferences and needs.
Taobao’s logistics network, supported by Cainiao, ensures timely deliveries and offers order tracking capabilities. This feature provides customers with real-time information about their order status, enhancing transparency and trust in the platform.
Malaysia’s selection as the first market for this new interface is no coincidence. The country ranks third in Asia for English proficiency, according to the 2023 EF English Proficiency Index, with over 20 million English-speaking Malaysians. This statistic underscores the immense potential for Taobao to better serve English-speaking consumers in the region.
Jianqiu Ye, General Manager of Tmall Taobao World, commented on the strategic importance of this launch: “At Tmall Taobao World, our goal is to create an inclusive shopping platform that transcends geographical boundaries and delivers exceptional experiences. The Taobao beta English interface is a testament to our dedication to meeting the needs of our diverse global customers. We believe this launch will open up new opportunities for Malaysian buyers to explore and enjoy the vast array of products available on Taobao.”
To mark this significant milestone, Taobao is rolling out several promotions for Malaysian users:
Bilingual Customer Service: English and Mandarin customer support is available through the Taobao app from 9 am to 9 pm, seven days a week, ensuring comprehensive assistance for users.
Free Air Shipping: Shoppers can enjoy complimentary air shipping for fashion purchases exceeding RMB199 (Chinese Yuan). This offer aims to encourage customers to explore the latest fashion trends through the Taobao app, with swift air delivery within 5 to 7 working days.
New User Benefits: First-time users can take advantage of benefits worth RMB65 (Chinese Yuan). This includes a platform-wide shopping voucher of RMB20 (applicable with a minimum spend of RMB150), an international shipping fee voucher of RMB30, and a service fee voucher worth RMB15.
Free Returns on First Orders: Items purchased with the “Local Returns” or “Free Returns” label can be returned to a local Taobao warehouse within 15 days of receipt, without the need to ship back to China. The first return for new users is entirely free of charge.
