Taobao's Beta English Interface Major Commitment To e-Commerce Market In Malaysia

Taobao has made a major commitment to the Malaysian e-commerce market by launching a beta English interface aimed at improving accessibility and convenience for consumers, focused on localising its features.

Taobao Malaysia's country manager Jess Lew said the company is committed to continuously improving its platform based on user feedback and expanding its features to better meet the needs of its diverse user base.

“Throughout our presence here since 2018, we have received many inquiries from customers about whether we will have an English language option as many locals either don't speak or are not fluent in Mandarin.

“This English interface breaks down language barriers and allows locals to explore and shop seamlessly with greater ease and confidence while expanding their access to the unparalleled variety and value that we are known for,” she told Bernama during an interview recently.     

She added that Taobao has been focused on building a robust infrastructure, including partnerships for efficient logistics, enhanced local payment options and delivering substantial promotional campaigns such as the annual Mid-Year Sale, the 9.9, and 11.11 global shopping festivals.

When asked about the key features of the new interface, Jess said it includes estimated Ringgit Malaysia (RM) price conversions, detailed product descriptions powered by advanced artificial intelligence (AI) and a user-friendly interface tailored to local shopping patterns.

“These enhancements are designed to simplify the shopping process from product selection to checkout, making it easier to navigate and complete purchases,” she said.

The English interface offers customer support in both English and Mandarin to ensure efficient communication, she added.

Jess highlighted that Taobao offers free shipping for eligible items with a minimum spend and supports local returns, to provide a hassle-free shopping experience, eliminating the need to ship products back to China.

She emphasised that the company's commitment to enhancing the local e-commerce experience is also driven by Malaysia's economic growth.

“With Malaysia's economy expanding by 5.9% year-on-year in Q2 2024, supported by stronger domestic demand and e-commerce income rising 7.8% year-on-year in Q2 2024, we are witnessing continued consumer confidence and spending.

“According to the 2023 EF English Proficiency Index, Malaysia ranks third in Asia with more than 20 million English-speaking citizens, followed by Singapore and the Philippines. This shows a strong opportunity for Taobao to enhance its services for English-speaking users. 

“It also highlights the need for a user-friendly mobile app with robust language support to cater to Malaysia's growing mobile shopping segment,” she said.

As Malaysia remains a key focus for Taobao's overseas operations, Jess emphasised that the new interface represents a significant step towards providing a more inclusive and accessible online shopping experience.

In conjunction with this launch, Taobao is offering a limited-time offer for new users, with perks worth RM39 (equivalent to RMB65).

Its ongoing commitment to refining user experience and offering the best possible shopping experience is expected to play a crucial role in its continued success in Malaysia's growing e-commerce market.