Tmall said a record one million global brands and more than 70 million products will take part in its 2026 Singles’ Day shopping festival, as Alibaba seeks to attract more merchants and new product launches to the platform.
Ahead of this year’s event, the number of merchants launching new products on Taobao and Tmall rose 64% year-on-year, according to the company. Brands are expected to introduce about 50,000 key products, alongside more than 2,000 offerings available exclusively on Tmall.
Some 60,000 merchants are reportedly taking part in the festival for the first time.
Among the newcomers is Los Angeles-based fashion and lifestyle brand Alo, which opened its first online store in China on Tmall in August.
Apple is also using the festival to promote its latest devices. Its first foldable smartphone, the iPhone Duo, is debuting on Tmall, while shoppers buying the iPhone 18 Pro can use the platform’s discounts.
The festival’s presales began on October 15. The main sale is scheduled to start at 8 p.m. China time on October 20.
Liu Bo, president of Tmall, said the platform is working with brands to respond to changing consumer needs and make use of technological advances, including artificial intelligence.
“Tmall flagship stores are the central platform for brands to seize their biggest growth opportunity of the year and build lasting momentum in China,” Liu said.
Tmall is seeking to improve merchant earnings through targeted incentives and closer ties with high-spending consumers.
Tmall has been directing more resources toward merchants offering differentiated products, while expanding support for new product launches and seeking to reduce the pressure of price-driven competition.
Alibaba’s premium membership program, 88VIP, is central to that effort. It had approximately 64 million members as of June, up by double digits year-on-year.
For this year’s festival, Tmall is offering flexible coupons to encourage purchases by 88VIP members, whom the company identifies as its highest-spending customers.
Alibaba is also using AI to support shopping and merchant operations.
In May, the company integrated its Qwen AI app with the product catalog of Taobao and Tmall. The resulting shopping assistant helps users compare products, virtually try on clothing, and find promotional offers.
The integration is part of Alibaba’s broader efforts to embed AI into e-commerce transactions, moving beyond recommendations to help shoppers make decisions and complete purchases.