Xiaohongshu, aka RedNote, the Chinese app that went viral earlier this year with a flood of TikTok refugees, has recently drawn up major ecommerce plans. Launched in 2013 as a shopping guide app, the platform initially focused on user-generated reviews of imported skincare, cosmetics, lifestyle goods, and snacks. RedNote’s earliest slogan was: “Find good stuff from abroad.”
Over time, the app evolved into China’s leading trendsetting platform with over 300 million active users, along with celebrities and KOLs taking up residence. In recent years, RedNote has grown to resemble other major platforms, integrating features such as short video content and live ecommerce (shopping via livestreams).
Currently, all transactions on RedNote take place within the app, whether users are purchasing from an individual seller or established brands. The experience is much like Instagram’s integration of Instagram Shopping, which merges influencer promotion, product discovery, and direct purchase into a streamlined experience.
Last month, RedNote introduced the “Red Cat Plan,” linking the app directly to Taobao and Tmall, China’s largest online shopping platforms. Both are known for their product reliability, frequent promotions, and fast shipping. While not officially announced, RedNote is planning a similar partnership with JD.com, another Chinese ecommerce giant.
With the new integration, users recommending products can now embed direct purchase links in their posts. When tapped, these links take the shopper straight to Taobao or Tmall, eliminating the hassle of switching apps and searching for the item again.
RedNote is also setting its sights on global markets. Both Taobao and Tmall already offer international shipping options, and back in March, RedNote announced plans to extend its in-app shopping option to overseas markets, starting with Hong Kong, Macao, and the U.S. Though still in development, these new ecommerce features are expected to enhance user experience and boost engagement.
Cover image via Getty Images.
