Taobao is part of Alibaba, one of the largest e-commerce companies in China. Taobao is particularly well known for C2C (customer-to-customer) transactions.

The platform is characterised, among other things, by the fact that buyers share videos of their purchases on the platform and accompany them with music from the Taobao library. These videos are distributed to other users via dynamic feeds, among other things. The platform also promotes interactive content such as live streams. These social features are an important part of the shopping experience on Taobao and make the platform particularly appealing to younger target groups.