How Taobao drove up to 70% more downloads with localization

Background & problem statement

With the rapid development of the global e-commerce market, Chinese e-commerce giants have been laying out their plans in overseas markets.

Taobao, as Alibaba’s core e-commerce platform, has a huge user base and a mature operating system in China, but when entering overseas markets, it faces competition from local e-commerce platforms.

There are significant differences in the shopping habits, cultural preferences, payment methods, logistics systems, etc. of consumers in different regions of the world. How to break through geographical restrictions and realize localized operations in overseas markets has become a problem that many e-commerce platforms need to solve urgently.

Since its inception in overseas markets, Taobao has been committed to bringing China’s abundant product resources to global consumers. However, during its initial expansion into markets such as Southeast Asia, Europe, and the United States, the platform encountered challenges including sluggish user growth, low order conversion rates, and poor customer retention.

Challenge

Differences in culture and consumption habits

Cultural differences among various countries and regions are remarkable, influencing consumers’ shopping preferences and behaviors.

For instance, in European and American markets, consumers place greater emphasis on the personalization and quality of goods, and have high expectations for brand stories and product designs.

In contrast, in Southeast Asian markets, consumers tend to favor goods that offer high cost – effectiveness, strong practicality, and social sharing play a crucial role in their purchasing decisions.

Moreover, the timing and forms of holiday marketing and promotional activities vary due to cultural differences. If domestic marketing models are simply replicated, it is difficult to resonate with local consumers.

Differences in payment and logistics systems

Payment habits and logistics infrastructure vary widely around the globe. In Europe and America, credit card payments and PayPal are relatively common. In Southeast Asia, e-wallets such as GrabPay and ShopeePay are more popular.

In terms of logistics, although logistics and distribution in Europe and America are relatively efficient, the costs are high. In some areas of Southeast Asia, however, the logistics network is under-developed, making it difficult to guarantee delivery timeliness, and the last-mile delivery problem is particularly prominent.

Integrating diverse payment methods and optimizing the logistics and distribution system has thus become a major challenge for Taobao’s overseas business.

Policy, regulatory, and market competition

E-commerce policies and regulations vary across different countries and regions, covering aspects such as tax policies, product access standards, and data privacy protection. For example, the European Union’s General Data Protection Regulation (GDPR) sets strict requirements for the collection, use, and storage of user data.

Meanwhile, the overseas market is highly competitive. Local e-commerce platforms such as Amazon (in Europe and America) and Lazada (in Southeast Asia) have well-established operating systems and a large user base in their respective regions. Taobao needs to identify its differential competitive advantages among the intense competition to attract and retain users.

Solution

Localization of culture and consumption habits

Taobao has gained in-depth insights into the cultural characteristics and consumption habits of different markets with the support of AppTweak.

In terms of product selection, it has introduced more personalized and high-quality designer brands as well as niche products for the European and American markets. For Southeast Asian markets, it has increased the supply of cost-effective daily necessities and popular internet/celebrity products.

Meanwhile, it formulates localized marketing events according to local festivals and consumption hotspots.

For example, in Europe and America, promotional campaigns are carried out around holidays such as Thanksgiving and Christmas. In Southeast Asia, special marketing plans are launched during unique periods like Ramadan and Eid al-Fitr.

Additionally, Taobao invites local internet celebrities and celebrities to promote its products, thereby enhancing the brand’s affinity and influence in those regions.

Optimization of payment and logistics systems

In terms of payment, Taobao collaborates with local mainstream payment institutions to integrate multiple payment methods, catering to the payment habits of consumers in different regions.

In European and American markets, it not only supports credit card payments but also integrates PayPal. In Southeast Asian markets, it has partnered with e-wallets such as GrabPay and ShopeePay.

Regarding logistics, Taobao has established localized logistics networks by collaborating with renowned local logistics enterprises to improve distribution efficiency and reduce costs.

For example, in Southeast Asia, it has shortened delivery times by establishing regional distribution centers and local warehouses, enabling local shipment of some products. Meanwhile, it has introduced intelligent logistics systems to track logistics information in real time, enhancing users’ logistics experience.

Compliant operation and differential competition

Taobao has established a professional legal compliance team to conduct in-depth research on the policies and regulations of various countries, ensuring that its business operations meet local requirements.

In terms of data privacy protection, it strictly adheres to relevant regulations such as the GDPR and strengthens the security management of user data.

In terms of market competition strategies, Taobao highlights its unique advantages, such as its rich Chinese product resources and unique cross – border supply chain capabilities. By creating sections like “Global Selected Goodies” and “China Featured Products Zone”, it attracts overseas consumers interested in Chinese products.

At the same time, it continuously optimizes platform services, such as providing multilingual customer service support and simplifying the shopping process, to enhance the user experience and strengthen the platform’s competitiveness.

By leveraging AppTweak’s Store Explorer to analyze the keyword strategies of local leading e-commerce platforms such as Shopee and Lazada, Taobao can identify differentiated keywords (e.g., “Taobao English,” “China direct shipping”) to capture niche traffic.

By integrating AppTweak’s data analysis and ASO tool capabilities, Taobao can more accurately match the user needs of different markets, enhance app store visibility and download efficiency, and further strengthen the competitiveness of its localized operations.

Taking Southeast Asia as an example, three different sets of copywriting and visual materials in Simplified Chinese, English, and Local Languages shall be developed respectively according to its complex linguistic environment.

Results

User growth

Through the implementation of localization strategies, Taobao’s overseas business has achieved remarkable user growth in target markets.

Overall, from January to May 2025, impressions increased by 60% year-on-year compared with the same period in 2024. From January to May 2025, downloads increased by 10% year-on-year compared with the same period in 2024.

In Southeast Asian regions, from January to May 2025, impressions increased by 80% year-on-year compared with 2024, and downloads rose by 20%.

Taking a key country as an example, in the first month after launching local language copywriting and images, compared with the previous month before launch:

• Impression increased by 60%
• Downloads increased by 70%
• Conversion rate increased by 2%

Enhancement of brand influence

Taobao’s brand awareness and reputation in overseas markets have been continuously improving. Through localized marketing activities and brand promotion, the platform’s recognition among local consumers has significantly increased.

In some market surveys, Taobao has become one of the preferred e-commerce platforms for local consumers to purchase Chinese products. Meanwhile, Taobao’s brand image is gradually transforming from a mere e-commerce platform to a “global lifestyle leader,” further consolidating its position in overseas markets.