Taobao Accelerats Global Expansion After Topping App Charts in 16 Countries
May 15，Taobao has officially launched a Russian-language version in Kazakhstan, allowing local consumers to browse product details, check prices, and complete transactions in their native currency.
This marks Taobao's first multilingual rollout targeting a non-English-speaking market. Shopping in a more familiar language has significantly improved the experience and purchasing intent of overseas users. Internal data shows that within a week of the Russian version's release, over 70% of new users' first orders on Taobao Kazakhstan came from Russian-speaking customers, with a 47% increase in order conversion rates compared to before.
"Previously, Taobao's overseas user base mainly consisted of Chinese expats and international students. Since last year, we've noticed a growing number of local consumers embracing 'reverse cross-border shopping,' so enhancing their experience is our priority this year," said Taobao's Kazakhstan lead. "In Kazakhstan, Chinese products are highly popular—many locals know Taobao as the 'all-in-one Chinese shopping paradise.' The Russian version will better serve these users."
Beyond language support, Taobao has introduced free shipping for orders over 99 yuan and local return services in Kazakhstan. In Almaty, a down jacket shipped from China can now arrive in as fast as 10 days—a 40%+ improvement in logistics speed over six months ago. Dissatisfied customers can also return items at nearby pickup points.
Last July, Taobao and Alibaba International launched the "Fashion Forward Initiative" focusing on apparel, which expanded into the "Taobao Tmall Global Growth Program" for all product categories by September. That same month, Taobao debuted its English version in Singapore and Malaysia, enabling seamless browsing and checkout in local currencies. International media reported the update dramatically boosted Taobao's reach among Southeast Asia's English-speaking users, fueling a surge in app downloads.