Tmall Statistics (2026) — Users, Brands, GMV, Tmall Global

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.

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)