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… to fostering brand perception. “We’re no longer chasing high returns on low costs but instead leveraging content to spark discussions and emotional resonance,” Su said, adding that this approach helped Starbucks retain its competitive edge against low-cost rivals offering RMB 9.9 (USD 1.4) coffee deals.
This shift reflects the evolving priorities of brands investing in short dramas. Many are now aiming to merge branding with performance—seeking not just conversions but also content that reinforces or reshapes their brand image.
Starbucks’ campaign underscores the importance of quality content. The drama featured cinematography comparable to traditional TV productions and professional actors with notable experience. As viral traffic becomes harder to achieve, premium content has emerged as the key to staying relevant.
The format of short dramas is also evolving. Previously, a single drama might include multiple product placements, but many are now crafted exclusively for one brand, allowing for seamless integration of narrative and branding. This “soft placement” approach has become the norm for brand-led short dramas.
As Starbucks’ experience shows, short dramas remain effective, especially for local lifestyle brands that face less competition than crowded sectors like beauty and skincare. However, competition is intensifying as brands like McDonald’s, KFC, and Tai Er enter the space, driving up costs.
New conversion strategies are also taking shape. During Singles’ Day, some influencers tied their live streaming personas to short drama characters, leveraging these roles to boost product sales. MCN agencies have even licensed such content for brands to use in secondary video marketing.
Despite rising costs, Starbucks’ success and other recent campaigns suggest there’s still value in short drama marketing. However, the exponential growth seen during the Kans-led boom is unlikely to be replicated.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This <a href="https://36kr.com/p/3061620897965189">article</a> was written by Lan Jie for 36Kr.

Short dramas lose luster but find new purpose in brand storytelling

Entertainment

Short Video

Video

Creative

Content

China

… ensure tax accuracy, integrity, fairness, and transparency in compliance with Vietnam’s tax laws. At the same time, the government seeks to create favorable conditions for domestic enterprises, enabling them to operate with peace of mind while contributing to the national treasury.
Additionally, under a decree issued by the Vietnamese government on May 16, 2013, e-commerce platform operators must obtain a license and are subject to the management of the Ministry of Industry and Trade. They are required to register with the General Department of Taxation via its online portal, independently calculate and declare taxes, and ensure timely payments. For cross-border e-commerce activities, foreign suppliers generating revenue in Vietnam without tax registration will be audited, and appropriate measures will be taken to ensure tax compliance, transparency, and parity with traditional businesses.
From a legal perspective, Vietnam’s demands on Temu are unassailable.
Currently, multiple Southeast Asian countries are stepping up regulatory measures for cross-border e-commerce platforms.
In Thailand, the Revenue Department announced new regulations on December 27, 2023, requiring e-commerce platforms to establish dedicated accounts to report seller income to tax authorities. This rule has taken effect since January 1 this year. Additionally, Thailand has imposed a 7% value-added tax (VAT) on imported products valued under THB 1,500 (USD 44.5), active since July 5 this year.
This development poses a significant challenge for cross-border sellers targeting the Thai market.
According to 36Kr, Thailand’s logistics infrastructure has improved significantly in recent years. Local e-commerce companies have shortened delivery times, with some areas now offering same-day or next-day delivery. In contrast, the longer delivery cycles of cross-border goods, combined with the VAT hike, will undoubtedly reduce the appeal of cross-border sellers.
In Indonesia, Southeast Asia’s largest e-commerce market, regulations have also tightened. As early as August 2023, Indonesia introduced restrictions on the online sale of imported goods priced below USD 100 and mandated compliance with the Indonesian National Standard (SNI) certification.
TikTok Shop, for instance, was <a href="https://kr-asia.com/reg-31-2023-the-regulation-behind-tiktok-shops-closure-in-indonesia">shut down in Indonesia</a> following a regulation banning social media platforms from conducting sales transactions. The platform resumed operations only after <a href="https://kr-asia.com/tiktok-invests-usd-1-5-billion-in-gotos-tokopedia-to-restart-e-commerce-business-in-indonesia">acquiring a majority stake </a>in the local e-commerce platform Tokopedia. After its relaunch, TikTok expressed its commitment to supporting local small and medium enterprises in areas like marketing, branding, and internationalization.
Amid the growing push for tighter regulations and standardization, e-commerce platforms navigating Southeast Asia must not only stay competitive but also develop a deep understanding of and compliance with local regulations.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This <a href="https://36kr.com/p/3070331241640578">article</a> was written by Leslie Zhang for 36Kr.

Regulatory hurdles stall Temu in Vietnam amid Southeast Asia e-commerce boom

Temu

E-commerce

Consumer Economy

Vietnam

Southeast Asia

Xpeng AeroHT’s “Land Aircraft Carrier” soared into the skies over Shanghai’s Lujiazui district on December 14, marking the first flight of a flying car in the city’s densely packed financial center. The demonstration—equal parts technology showcase and consumer engagement event—turned heads against the iconic backdrop of Shanghai’s skyscrapers and bustling urban landscape.
The modular flying vehicle took off from the Shanghai International Convention Center’s lawn, maneuvering through the city’s low-altitude airspace with precision. It performed a sequence of aerial moves, clearing visual checkpoints framed by Lujiazui’s skyline: the Oriental Pearl Tower and the towering trio of the Shanghai World Financial Center, Jin Mao Tower, and Shanghai Tower. The spectacle underscored the machine’s intelligent control systems and stability—critical elements for safe operations in complex urban environments prone to heavy electromagnetic interference and variable weather conditions.
<figure id="attachment_151183" aria-describedby="caption-attachment-151183" style="width: 720px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="wp-image-151183" src="https://console.kr-asia.com/wp-content/uploads/2024/12/Xpeng-AeroHT-Land-Aircraft-Carrier-Shanghai-Test-Flight-1024x683.jpg" alt="Photo of the crowds that gathered to witness the takeoff of the Land Aircraft Carrier’s air module during the December 14 event in Shanghai." width="720" height="480" srcset="https://console.kr-asia.com/wp-content/uploads/2024/12/Xpeng-AeroHT-Land-Aircraft-Carrier-Shanghai-Test-Flight-1024x683.jpg 1024w, https://console.kr-asia.com/wp-content/uploads/2024/12/Xpeng-AeroHT-Land-Aircraft-Carrier-Shanghai-Test-Flight-300x200.jpg 300w, https://console.kr-asia.com/wp-content/uploads/2024/12/Xpeng-AeroHT-Land-Aircraft-Carrier-Shanghai-Test-Flight-768x512.jpg 768w, https://console.kr-asia.com/wp-content/uploads/2024/12/Xpeng-AeroHT-Land-Aircraft-Carrier-Shanghai-Test-Flight.jpg 1080w" sizes="(max-width: 720px) 100vw, 720px" /><figcaption id="caption-attachment-151183" class="wp-caption-text">Photo of the crowds that gathered to witness the takeoff of the Land Aircraft Carrier’s air module during the December 14 event in Shanghai. Photo and header photo courtesy of Xpeng AeroHT.</figcaption></figure>
<h3>A step forward in flying car validation</h3>
Xpeng’s Shanghai demonstration wasn’t a one-off stunt. It follows earlier showings at the Auto Guangzhou and the China International Aviation and Aerospace Exhibition, where the Land Aircraft Carrier generated buzz among consumers. The company has wasted no time validating demand: its first 200 priority flight access codes sold out within 48 hours during the November showcase. At the Shanghai event, Xpeng released 100 additional codes, all claimed within an hour. The codes offer early access to test flights, part of the company’s strategy to connect with aviation enthusiasts and potential buyers.
The vehicle, anticipated to be priced between RMB 1–2 million (USD 140,000–280,000), features a modular design—a six-wheeled ground module for road use and a flying module for low-altitude aerial mobility. This adaptability positions it as a hybrid solution for congested cities eyeing next-generation transport alternatives.
<figure id="attachment_150693" aria-describedby="caption-attachment-150693" style="width: 720px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="wp-image-150693" src="https://console.kr-asia.com/wp-content/uploads/2024/11/Xpeng-Motors-AeroHT-Land-Aircraft-Carrier-1024x683.jpg" alt="Photo of Xpeng AeroHT's &quot;Land Aircraft Carrier.&quot;" width="720" height="480" srcset="https://console.kr-asia.com/wp-content/uploads/2024/11/Xpeng-Motors-AeroHT-Land-Aircraft-Carrier-1024x683.jpg 1024w, https://console.kr-asia.com/wp-content/uploads/2024/11/Xpeng-Motors-AeroHT-Land-Aircraft-Carrier-300x200.jpg 300w, https://console.kr-asia.com/wp-content/uploads/2024/11/Xpeng-Motors-AeroHT-Land-Aircraft-Carrier-768x512.jpg 768w, https://console.kr-asia.com/wp-content/uploads/2024/11/Xpeng-Motors-AeroHT-Land-Aircraft-Carrier-1536x1024.jpg 1536w, https://console.kr-asia.com/wp-content/uploads/2024/11/Xpeng-Motors-AeroHT-Land-Aircraft-Carrier.jpg 1920w" sizes="(max-width: 720px) 100vw, 720px" /><figcaption id="caption-attachment-150693" class="wp-caption-text">The Land Aircraft Carrier features a ground module with a substantial payload capacity for four passengers and a detachable flying vehicle module. Photo from KrASIA’s archive.</figcaption></figure>
<h3>Nationwide tour and commercialization plans</h3>
Shanghai is just the beginning. Xpeng AeroHT is planning a nationwide tour of demonstration flights and exhibitions to offer more people a chance to see and experience the vehicle firsthand. The company views outreach as a critical step to gather user feedback, fine-tuning the product ahead of its planned commercial launch in 2025 and mass production in 2026.
Xpeng AeroHT’s flying car ambitions reflect its parent company Xpeng’s broader push to expand beyond electric vehicles. At its <a href="https://kr-asia.com/xpeng-motors-unveils-new-tech-aimed-at-expanding-beyond-evs">AI Day event</a> in November, Xpeng showcased advancements in EV charging, autonomous driving, and robotics, with the Land Aircraft Carrier taking center stage.
Urban air mobility, once a sci-fi fantasy, could soon become reality.

Xpeng’s flying car lifts off in Shanghai, bringing urban air mobility closer to reality

Transportation

Mobility

… and willingness to adapt.
<h3>36Kr: What was Xia’s management style like inside Jiyue?</h3>
A: Xia’s management style was authoritarian. Even in areas where he lacked expertise, he imposed his decisions. Silence in meetings was interpreted as agreement. He often claimed to be a “branding expert” or “marketing expert,” using these self-proclaimed titles to justify his agenda.
At times, he even referred to himself as “China’s Elon Musk,” citing praise from some media outlets to reinforce this image.
<h3>36Kr: Did Xia successfully apply Mobike’s experiences to Jiyue?</h3>
A: Xia often mentioned Mobike’s “growth flywheel” approach, claiming credit for the company’s success. However, this strategy was fundamentally unsuited to Jiyue.
Mobike relied on frequent bicycle usage, rapid data accumulation, and internet subsidies to drive growth. In contrast, the automotive industry is a low-frequency, long-cycle field with a complex industrial chain. The growth flywheel simply did not apply.
More importantly, Xia’s supposed success in managing Mobike’s growth seemed largely theoretical and failed to translate into actionable strategies. He claimed to have learned negotiation tactics with investors at Mobike, but these skills proved ineffective at Jiyue. This is because Jiyue’s primary investors—Baidu and Geely—were also its key stakeholders from the very beginning, leaving little room for negotiation. Instead of attracting additional funding, Jiyue ultimately faced a complete breakdown in its capital chain.
<h3>36Kr: Could Xia have done anything differently to prevent Jiyue’s financial troubles?</h3>
A: From a business perspective, Xia should have approached pricing wars more cautiously. Violating basic business principles to meet personal sales commitments to the board put Jiyue in an unsustainable operational state. Reports suggest Jiyue still owes Geely significant manufacturing fees.
Additionally, the company’s workforce size was misaligned with its business scale. With fewer than 3,000 units sold and low profit margins, it’s hard to justify expanding the workforce to 5,000 employees, which led to massive operational costs.
<h3>36Kr: What does Jiyue’s current plight means for the NEV industry?</h3>
A: Xia’s preference for quick results came with significant risks. For example, he hired a former executive from Apple’s car project, who was later investigated by the FBI for allegedly stealing confidential data. The incident escalated into a diplomatic issue involving China’s Ministry of Foreign Affairs, harming Baidu and damaging the global reputation of Chinese automakers.
Xia’s hasty dissolution of Jiyue also had far-reaching consequences, impacting thousands of employees, car owners, suppliers, and industry decision-makers. His actions revealed glaring deficiencies in management and talent utilization.
There has been speculation that Jiyue’s failure highlights the risks of entrusting a company to a figurehead rather than to someone with deep roots in the industry. Critics argue that Li, instead of personally steering the company, delegated its management to a professional manager like Xia Yiping. However, I believe this perspective is overly simplistic—it views Baidu’s carmaking efforts purely through the lens of an internet company.
Xia’s impact on the NEV industry serves as a cautionary tale that “one bad apple can spoil the barrel.” But it’s an isolated case. The industry must continue to encourage companies with innovative, grounded approaches. As William Li, CEO of Nio, once said in a speech at Harvard University, “Collaboration is always the best option.”
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This <a href="https://36kr.com/p/3080984075892614">article</a> was written by Tian Zhe for 36Kr.

Jiyue Auto’s collapse: Insider reveals how Xia Yiping’s missteps doomed Baidu and Geely’s EV venture

Geely

East Asia

Electric Vehicles

… Meituan first established its instant delivery capabilities in the competitive food delivery market, then leveraged this infrastructure to address broader consumer needs. Meituan’s Shangou and Xiaoxiang businesses, for example, cater to fresh produce and daily necessities using shelf-based and self-operated dark store models, respectively.
The dark store model, led by Xiaoxiang, is gaining renewed momentum in China. Media reports indicate Xiaoxiang opened over 680 such facilities by the second quarter this year, with 550 located in first-tier cities like Beijing, Shanghai, Guangzhou, and Shenzhen. Other players, including JD Fresh and Sam’s Club, have also increased their investments in dark stores, while Dingdong Maicai’s recent profitability provides further optimism for the model.
Recently, Dingdong Maicai announced its international expansion, choosing Saudi Arabia as its first destination. Media reports suggest the company will primarily offer precooked meals, fresh produce, refrigerated items, and daily necessities to local customers.
whereRelatedArticle
A source close to Meituan described Xiaoxiang’s overseas expansion as inevitable, offering three key rationales:
<ol>
<li aria-level="1">Middle Eastern policies are favorable, and the region’s development lags behind developed markets, presenting more opportunities.</li>
<li aria-level="1">Leveraging Keeta’s food delivery foundation reduces customer acquisition costs and improves user retention.</li>
<li aria-level="1">Should Xiaoxiang’s model prove successful, Meituan’s extensive product lines and supply chain can be scaled internationally, opening new avenues for growth.</li>
</ol>
After years of navigating successes and setbacks in China, the dark store model appears ready for a new chapter—this time, in the Middle East.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This <a href="https://36kr.com/p/3076633883947912">article</a> was written by Ren Cairu for 36Kr.

Meituan’s Xiaoxiang Supermarket makes global debut, starting in Saudi Arabia

Xiaoxiang Supermarket

Saudi Arabia

Middle East

Amid supportive policies and proactive industry efforts, the electrification and smart enhancement of commercial vehicles are accelerating. New energy vehicles (NEVs) saw significant growth in 2024, with sales in China reaching 1.302 million units in October—a 56.5% year-on-year surge—comprising 51.8% of the country’s total vehicle sales, according to the China Association of Automobile Manufacturers (CAAM).
In the commercial vehicle market, NEV sales rose by 26.6% year-on-year, capturing 24.4% of the segment—up 0.6 percentage points from the previous month. Meanwhile, sales of traditional internal combustion engine (ICE) vehicles have been in steady decline.
Based on the S-curve theory of emerging industry growth, an industry reaches a tipping point and enters explosive growth when market penetration surpasses 20%. For NEVs, this threshold has already been crossed, signaling the dawn of a rapid expansion phase.
<h3>A tipping point for NEVs</h3>
As China’s automotive sector embraces electrification, connectivity, intelligence, and shared mobility, NEVs are replacing ICE vehicles as the preferred choice for many consumers. Yet, while the transition for passenger vehicles has been swift, the commercial vehicle segment lags behind. The diverse applications of commercial vehicles—including long-haul logistics, urban transport, and specialized uses like military operations—require higher performance standards in terms of range, reliability, and charging infrastructure.
Recent advancements in new energy technologies and infrastructure improvements are unlocking immense potential for NEVs in commercial logistics, a sector experiencing growing demand. Since July 2024, the penetration rate of commercial NEVs in China has consistently exceeded 20%, as users increasingly prioritize operational efficiency and cost reduction.
Most commercial NEVs today are built on ICE-to-EV conversion platforms, resulting in inefficiencies like higher weight, increased energy consumption, and shorter range. To address these challenges, forward-thinking manufacturers are developing purpose-built platforms tailored for new energy applications. These platforms prioritize reduced weight, extended range, and advanced intelligence, broadening the use cases for NEVs.
Amid this landscape, Cavan Auto emerged on January 27, 2024, with the mission of delivering sustainable, zero-carbon solutions under its motto, "One Mile, One Smile."
Unlike traditional ICE-to-EV conversion platforms, Cavan focuses on optimizing logistics through innovative new energy platforms designed for micro-, light-, and heavy-duty applications. These platforms integrate logistics nodes, routes, and channels to maximize efficiency across urban, regional, and long-distance operations.
Designed as an open-source technology platform, Cavan’s micro platform offers modular scalability, interoperable between models like vans, mini trucks, and pickups. Advanced electrical and electronic architecture enhances performance, while vehicle-cloud collaboration and intelligent software updates elevate user experience and operational value.
The platform’s first product, the Lefu van, is designed for diverse transportation needs, including last-mile delivery, intra-city express logistics, and intercity freight. With configurations for left- and right-hand drive, Lefu aims to capture both domestic and international markets as a global-ready model. Already approved by China’s Ministry of Industry and Information Technology, Lefu, alongside Cavan’s heavy-duty truck concept, will be unveiled on December 21.
<h3>Serving real needs, building an ecosystem</h3>
Cavan’s vision extends beyond vehicle manufacturing to the creation of a comprehensive ecosystem that supports its green, low-carbon mission. “Cavan Auto was founded to combine green, low-carbon principles with sustainable development by creating intelligent, new energy vehicle platforms and a new business ecosystem,” said Qin Zhidong, deputy general manager of Foton and general manager of Cavan. “From design, supply chain, to energy provision, we aim to establish a green, low-carbon supply chain across the entire value chain, delivering value to global users.”
Cavan’s strategy revolves around user-centric solutions spanning vehicle sales, leasing, services, transportation, and remanufacturing. Its integrated online and offline digital platform streamlines the customer experience, enabling one-click online orders and seamless offline delivery. By simplifying leasing and purchasing processes, Cavan ensures faster and more convenient service.
The company is also advancing its energy ecosystem, incorporating photovoltaic power generation, energy storage, charging stations, and microgrid facilities. This ecosystem provides stable, cost-effective energy solutions, reducing operational expenses for users.
Beyond vehicles, Cavan is forging partnerships to build a lifecycle ecosystem encompassing used vehicles and remanufacturing. Centralized service hubs provide one-stop solutions for purchasing, management, repair, and trade-ins, ensuring efficiency and convenience for users.
As momentum for decarbonization accelerates globally, automotive electrification is playing a pivotal role in the transition to green energy. While new entrants continue to emerge in the NEV space, only those addressing core challenges will thrive. With its innovative platforms, integrated ecosystem, and commitment to sustainability, Cavan could be the one to lead the NEV industry into a future defined by high-quality, green development.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This <a href="https://36kr.com/p/3075821268759429">article</a> was written by 36Kr Brand.

Can newcomer Cavan Auto’s zero-carbon vision disrupt the NEV market?

Deep Tech

Sustainability

… by Disrupt.com and Zayn VC.</li>
</ul>
If there are any news or updates you'd like us to feature, get in touch with us at: <a href="mailto:hello@kr-asia.com">hello@kr-asia.com</a>.
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Deals in brief: Alibaba to divest Intime, Tyme Group achieves unicorn status with Nubank-led Series D round, EQT finalizes PropertyGuru acquisition, and more

Venture Capital

Private Equity

Investment

Merger &amp; Acquisition

Singapore

… 7.4 billion) of losses from illegal peer-to-peer lending platforms. As of September 2024, it said it had shut down more than 11,000 such platforms since 2017, an average of almost four per day. However there have been very few arrests in connection with these criminal outfits.
Borrowers have also alleged myriad abuses of regulations by lenders. Violations reported by OJK include unethical debt collection practices, such as threats to publish borrowers' personal data and verbal intimidation, which have led some people to take their own lives.
Fajar, the civil servant from Bogor, said the first online loan he took out turned out to be from an illegal entity, Dana Jaya.
He assumed legally registered platforms would offer better terms and be more scrupulous. "It turns out they weren't much better. For a loan of 14 million rupiah, I had to repay IDR 24 million," he said.
At one point, he became overwhelmed by overlapping bills, eventually resulting in late payments he could no longer avoid.
"At first, my phone wouldn't stop ringing all day. Then, my relatives began receiving anonymous calls accusing me of fraud on digital lending platforms. Eventually, debt collectors, some with thug-like appearances, started showing up at my house and intimidating my wife. Sometimes, they even came to my office, falsely claiming I had committed investment fraud."
Fajar eventually secured a personal loan from a bank in 2023, using his civil servant certificate as collateral and tapping his family's emergency savings, to end his spiraling debt from digital lending platforms.
In 2023, the government passed legislation to enforce stricter regulations on digital lending, targeting those engaging in illegal or unethical practices, including improper debt collection methods.
But INDEF's Farras warned that declining purchasing power because of value-added tax rising from 11% to 12% in January would pile more pressure on people to seek fast financial aid.
"As indicated by data showing continuous declines in third-party funds at banks, middle- and lower-income groups are depleting their savings. Those who have exhausted their savings are turning to digital lending," Farras said.
To prevent further unproductive debt accumulation on digital lending platforms, Farras called on OJK to tighten its oversight, which he described as inadequate.
"Supervision of bad loan rates must be strictly enforced, especially for platforms that exceed the 5% cap," he said.
whereRelatedArticle
KoinWorks, a leading platform that pioneered OJK registration in 2017, currently reports a 9.89% nonperforming loan rate out of a total disbursement of IDR 8.7 trillion (USD 539.4 million) this year.
Recently, OJK revoked the registration and operational license of Investree, a prominent platform backed by major financial institutions, including state-owned bank Bank Rakyat Indonesia, after its bad credit rate reached 12.58%.
Farras cautioned that failure to address high nonperforming loan rates among digital lending platforms would affect the broader financial technology ecosystem. "This will lead to distrust towards the digital financial industry at large."
This article first appeared on <a tabindex="0" href="https://asia.nikkei.com/Spotlight/ASEAN-Money/Millions-of-Indonesians-fall-into-digital-debt-trap-as-spending-power-wanes" rel="noopener noreferrer" data-token-index="1">Nikkei Asia</a>. It has been republished here as part of 36Kr’s ongoing <a tabindex="0" href="https://www.kr-asia.com/nikkei-teams-up-with-36kr-in-asia-tech-news-coverage/" rel="noopener noreferrer" data-token-index="3">partnership with Nikkei</a>.

Millions of Indonesians fall into digital debt trap as spending power wanes

Lending

Digital Banks

Indonesia

Alibaba Group has unveiled Tao, a cross-border e-commerce platform tailored for Japanese consumers, as part of its latest push into international markets. The platform, first reported by <a href="https://www.chwang.com/news/185186365659#">Chwang</a> on October 31, features around 3 million products across various categories and incorporates localized services such as customer support, payment methods, and tailored product recommendations. To enhance consumer trust, Alibaba has introduced a 40-day free return policy, and partnered with leading Japanese logistics firms like Yamato and Sagawa to ensure smooth delivery operations.
Tao launched in Japan on October 3, according to <a href="https://play.google.com/store/apps/details?id=com.alibaba.taobaojp&amp;gl=JP">Google Play</a>, and has so far recorded between 10,000 and 50,000 downloads, as per <a href="https://app.sensortower.com/overview/com.alibaba.taobaojp?country=JP">Sensor Tower</a> statistics. Despite its early traction, the app has faced mixed reviews, earning an average rating of 2.5 stars as of December 16. User concerns have largely centered on its recommendation algorithm, inconsistent customer service, and inadequate after-sales support.
The platform offers a wide range of payment options to cater to Japanese shoppers. These include PayPay, Japan’s largest digital wallet; Pay-easy, which enables payments via online banking, ATMs, or post offices; as well as credit cards and convenience store payment methods.
This extensive payment variety aligns with Japan’s evolving e-commerce habits. Historically a cash-heavy society, Japanese consumers have gradually embraced alternative payment methods for online purchases. According to JP Morgan’s <a href="https://www.jpmorgan.com/content/dam/jpm/treasury-services/documents/global-e-commerce-trends-report.pdf">2021 report on global e-commerce</a>, credit cards are the dominant choice, accounting for 68% of all online transactions. This is followed by bank transfers (13%), with cash and digital wallets each representing 5%. The report, which cited Japanese e-commerce data from WPL, highlights a shift in consumer behavior toward digitalized transactions.
Alibaba’s move comes as e-commerce continues to expand in Japan. Revenue in the Japanese market is expected to hit USD 169.4 billion this year, with projections suggesting it could grow at a compound annual rate (CAGR) of 9.23%, reaching USD 263.4 billion by 2029, according to <a href="https://www.statista.com/outlook/emo/ecommerce/japan">Statista</a>. While Japan’s aging population has at times been associated with slower tech adoption, the pandemic has seen significant digitalization in recent years, driving a surge in e-commerce activity.
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Competition in Japan’s e-commerce market is fierce, with well-established players like Amazon, Rakuten, and Yahoo Shopping (Japan) holding strong positions, alongside smaller rivals such as Mercari and DMM.com. Findings from a <a href="https://www.jetro.go.jp/ext_images/en/reports/white_paper/trade_invest_2024.pdf">2024 report</a> by the Japan External Trade Organization (JETRO) suggest Alibaba has a foothold, cited alongside AliExpress by 16% of surveyed users for recent engagement. Amazon, however, led with 24%, reflecting its dominance in the market.
whereRelatedArticle
Alibaba’s venture into Japan reflects its broader international ambitions. The company has made significant investments in other markets through platforms like Lazada in Southeast Asia, Trendyol in Turkey, and AliExpress, which has expanded its presence to 215 countries. Taobao and Tmall, initially focused on China’s domestic market, have also ventured into cross-border commerce, recently adopting English interfaces and diversifying payment and delivery options to attract global buyers.
Japan presents a unique opportunity for Alibaba. The country’s aging population, coupled with a shrinking labor force, has created challenges in meeting consumer demand. Cross-border e-commerce platforms like Tao can help address these supply gaps.
At the same time, Japan’s receptivity to emerging technologies like <a href="https://asia.nikkei.com/Business/Technology/Drone-delivery-in-Japan-marks-successful-flight-over-residential-area">drone deliveries</a> demonstrates how it is adapting to shifting logistical needs. By launching Tao, Alibaba positions itself to capitalize on Japan’s maturing e-commerce landscape while reinforcing its role as a global e-commerce leader.

Alibaba targets Japan with Tao, a new cross-border e-commerce platform

Japan