Tmall (天猫) is Alibaba Group’s major B2C marketplace in China, where brands and retailers operate official storefronts to sell directly to consumers. Tmall is best known for brand-focused shopping experiences, anti-counterfeit controls, and deep integration with Alibaba’s logistics, payments, and marketing ecosystem.
Quick takeaways
- Scale (Taobao + Tmall): Alibaba reported the Taobao and Tmall platform has one billion annual active consumers. (Alibaba Group)
- Tmall Global scale: Alibaba says Tmall Global has 100 million+ users and 46,000+ brands from 90 countries/regions, spanning 7,000 product categories. (Alibaba Group)
- Market position: Research summaries frequently describe Taobao & Tmall and JD.com as dominant players in China’s B2C e-commerce landscape. (Business Wire / ResearchAndMarkets)
On this page:
- Key Tmall / Tmall Global facts
- Brands and categories
- GMV and major shopping events
- Tmall Genie device stats
- Methodology
- Sources & references
Tmall facts and statistics (2026)
Taobao + Tmall annual active consumers (reported):
One billion annual active consumers (Alibaba Group, March 2025)
Tmall Global users (reported):
100 million+ users (Alibaba Group, February 2024)
Brands and categories
Brands on Tmall Global (reported):
46,000+ brands from 90 countries and regions (Alibaba Group, February 2024)
Product categories on Tmall Global (reported):
7,000 product categories (Alibaba Group, February 2024)
Number of brands the Tmall Innovation Center (TMIC) has collaborated with (reported):
800 brands (Alibaba Group, 2018)
Total number of brands on Tmall (reported):
180,000 brands (China Internet Watch, 2019)
Number of new products launched on Tmall in 2018 (reported):
50 million products (China Internet Watch)
GMV and major shopping events
Total GMV transacted on Tmall in FY2018 (reported):
RMB 2,131 billion (US$340 billion) (Alibaba press PDF, 2018)
Increase in Tmall GMV from FY2017 to FY2018 (reported):
36% (Alibaba press PDF, 2018)
Number of brands that participated in 2019 11.11 on Tmall (reported):
200,000 (Alibaba press PDF, 2019)
Number of deals offered for the 2021 11.11 Global Shopping Festival (reported):
14 million deals (Business Wire, 2021)
Number of shoppers that participated in the Tmall 618 sale (reported):
70 million (China Internet Watch, 2018)
Tmall Genie device stats
Tmall Genie units sold (reported):
Alibaba reported that Tmall Genie achieved sales of 5 million units since its official launch. (SEC filing (Alibaba results, Aug 2018))
Methodology
- Primary sources first: Alibaba Group publications and filings are used where available for platform scale, Tmall Global brands/categories/users, and device sales.
- No forecasts: This page uses only reported historical figures and avoids projections or forward-looking estimates.
- Clarity about scope: When a metric covers Taobao + Tmall (platform-wide) versus Tmall Global (cross-border), the scope is explicitly stated in the label.
Sources & references
- Alibaba Group — Taobao & Tmall: “one billion annual active consumers” (March 2025)
- Alibaba Group — Tmall Global: 100M+ users, 46,000+ brands, 90 countries/regions, 7,000 categories (Feb 2024)
- SEC — Alibaba Group June Quarter 2018 results (Tmall Genie 5M units sold)
- Alibaba Group — TMIC collaboration figure (800 brands) (2018)
- Alibaba press PDF — FY2018 Tmall GMV and GMV growth (2018)
- Alibaba press PDF — 2019 11.11 participation (2019)
- Business Wire — 2021 11.11 deals count (2021)
- China Internet Watch — total brands on Tmall (2019)
- China Internet Watch — 50M new products launched in 2018
- China Internet Watch — 618 participation (2018)
- Business Wire / ResearchAndMarkets — China B2C landscape overview (2024)