THE WHAT? Alibaba is preparing to debut some brand new features for its e-commerce platform, Tmall, according to a report published by Jing Daily.
THE DETAILS The platform will offer new features and tools aimed at building engagement through ‘rich, interactive content and an omnichannel experience’.
Nicknamed Tmall Flagship Store 2.0, the new technology on offer to beauty brands includes an AR-powered virtual make-up tool, which is designed to improve user experience and thus the transaction conversion rate.
THE WHY? With 2019 Singles’ Day sales breaking records, Alibaba is hoping to continue the momentum with this new functionality. While AR-powered try-on facilities are nothing new, they are crucial to tempting customers away from bricks and mortar retail, and therefore key to Alibaba’s expansion in more remote regions where stores are scarce.