Launched in 2003, Taobao provides consumers from both large cities and less developed areas with an engaging, personalized shopping experience, optimized by data analytics and technology. Through highly relevant content, engaging and interactive formats and real-time updates from merchants, consumers can learn about products and new trends. They can also interact with each other and their favorite merchants and KOLs through a broad range of interactive features such as livestreaming and short-form videos. Merchants on Taobao are primarily individuals and small businesses. Taobao was China’s largest digital retail platform in terms of GMV for the 12 months ended March 31, 2022, according to Analysys. Taobao is a business of Alibaba Group.