Recently, it was reported that Alibaba has launched an online shopping platform called TAO in Japan, essentially a Japanese version of Taobao. From the interface design to user habits and language, it is fully localized for the Japanese market. This is the first localized e-commerce app from Taobao overseas and Alibaba’s second localized platform after launching Miravia in Spain in 2022.
As of now, TAO has been online for just over two months. Reports indicate that there has been no significant promotion of TAO in Japan, and almost no industry information about it has surfaced. This approach contrasts sharply with the usual rapid-growth strategies of major internet companies.
According to available information, TAO is under Alibaba’s International Digital Commerce Group, with its operating entity being Taobao (Singapore) E-Commerce Co., Ltd.
A Japanese entrepreneur familiar with the TAO project stated that the platform had been in the planning stages within Alibaba for quite some time, with a new team specifically set up for its development. He first heard about the project in May of this year. “The TAO team is newly established within Alibaba, solely responsible for building and operating TAO, and operates independently from the AliExpress Japan team. The pricing of TAO’s products is relatively high, more expensive than SHEIN.”
“The positioning of TAO is somewhat similar to Taobao Selection, focusing on quality,” the entrepreneur added.
Alibaba’s strategy is to make TAO an overseas version of Taobao. In terms of product categories, TAO primarily focuses on clothing and household items, among 3 million categories including apparel, home furniture, storage, bedding, pet supplies, cookware, and office supplies, all with a strong design aesthetic.
Notably, all merchant resources on TAO come from Tmall and Taobao, with products shipped from China. Based on current policies, TAO has no plans for external merchant recruitment and has not released any merchant solicitation information in Japan.
