Taobao and Tmall at a glance
Taobao and Tmall remain the heart of Alibaba. The Alibaba China E-commerce Group, which runs the two marketplaces together with quick commerce and the wholesale site 1688.com, generated revenue of RMB554.2 billion in the fiscal year to March 2026, more than half of Alibaba segment revenue. Customer management revenue, the fees and advertising that merchants pay to sell on Taobao and Tmall, reached RMB343.9 billion, up 5 percent. The fastest growth came from quick commerce, the fast local delivery service Alibaba expanded in 2025, whose revenue rose 47 percent to RMB78.5 billion.
This report covers customer management revenue by quarter and year, the 88VIP membership programme, quick commerce, the structure of the China E-commerce Group and the last figures Alibaba published on users and gross merchandise volume. It is part of our Alibaba statistics and facts coverage.
- Taobao is a consumer marketplace where individuals and small businesses sell to shoppers.
- Tmall hosts official stores of brands and larger retailers.
- Customer management revenue (CMR) is what Alibaba earns from merchants through advertising, commissions and software fees on both platforms.
- 88VIP is a paid membership offering discounts and services across Alibaba platforms.
The China E-commerce Group in FY2026
Alibaba has reported Taobao, Tmall and its other Chinese commerce businesses as the Alibaba China E-commerce Group since 2025. In FY2026, the group revenue of RMB554.2 billion was made up of customer management revenue of RMB343.9 billion, direct sales, logistics and other revenue of RMB105.5 billion, quick commerce revenue of RMB78.5 billion and China commerce wholesale revenue of RMB26.3 billion.
Fees and ads dominate: Customer management revenue from Taobao and Tmall merchants made up 62 percent of the group revenue.
Customer management revenue comes mainly from advertising and commissions rather than from selling goods. Its share of the group is falling, however, as quick commerce grows. In FY2025, on the same segment basis, customer management revenue was RMB326.8 billion and quick commerce RMB53.6 billion.
| Revenue type | FY2025 (RMB bn) | FY2026 (RMB bn) | Change |
|---|---|---|---|
| Customer management | 326.8 | 343.9 | +5% |
| Direct sales, logistics and others | 103.7 | 105.5 | +2% |
| Quick commerce | 53.6 | 78.5 | +47% |
| China commerce wholesale | 24.3 | 26.3 | +8% |
| Total China E-commerce Group | 508.4 | 554.2 | +9% |
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Customer management revenue by quarter
Customer management revenue follows the Chinese shopping calendar. It peaks in the December quarter, which includes the Singles Day festival on 11 November, and is lowest in the March quarter, which includes the Lunar New Year holiday. In the December 2025 quarter, it reached a record RMB102.7 billion.
Record December: Customer management revenue peaked at RMB102.7 billion in the December 2025 quarter.
Growth recovered in 2025 after a weak period. Customer management revenue grew by 0 to 5 percent a year in most quarters from late 2023 to late 2024, then by 9 to 12 percent between December 2024 and September 2025. Growth slowed again to 1 percent in the December 2025 and March 2026 quarters. Alibaba said like-for-like growth in the March 2026 quarter was 8 percent.
Up and down: Growth peaked at 12 percent in March 2025 and turned negative in June 2026 because of a contra-revenue programme.
In the June 2026 quarter, customer management revenue was RMB82.5 billion, down 7 percent from a restated RMB89.2 billion. Alibaba said that, excluding the effect of a programme that is accounted for as a deduction from revenue, it would have grown about 1 percent.
Customer management revenue by year
On an annual basis, customer management revenue rose from RMB290.4 billion in FY2023 to RMB304.0 billion in FY2024, RMB322.3 billion in FY2025 as first reported and RMB343.9 billion in FY2026. Alibaba said FY2026 growth was 5 percent, or 7 percent on a like-for-like basis.
Steady growth: Customer management revenue has grown every year since FY2023, by a total of 18 percent.
88VIP membership
The 88VIP programme is Alibaba main tool for keeping high-spending customers. Members pay an annual fee in exchange for discounts and benefits across Taobao, Tmall and other Alibaba services. Membership has more than doubled in under three years, from more than 30 million in the September 2023 quarter to more than 50 million by March 2025 and about 64 million in the June 2026 quarter.
More than doubled: 88VIP membership grew from about 30 million to about 64 million in under three years.
Alibaba has not published a total number of active shoppers since it stopped disclosing annual active consumers in 2022. In the twelve months to March 2022, it reported about 1.31 billion annual active consumers worldwide, including more than 1 billion in China and 305 million outside China.
Quick commerce
Quick commerce is the biggest new bet in Alibaba China business. At the end of April 2025, Alibaba launched Taobao Instant Commerce, a fast local delivery service for meals, groceries and everyday products. Quick commerce revenue grew 12 percent to RMB14.8 billion in the June 2025 quarter, then by 56 to 60 percent in each of the next three quarters, reaching RMB78.5 billion for FY2026.
Growing fast: Quick commerce revenue grew 56 to 60 percent a year in the three quarters to March 2026.
The expansion has been expensive. In the September 2025 quarter, adjusted EBITA of the China E-commerce Group fell 76 percent to RMB10.5 billion, which Alibaba attributed mainly to its investment in quick commerce. By the end of October 2025, about 3,500 Tmall brands had connected their offline stores to the service. From the June 2026 quarter, quick commerce also includes the Freshippo supermarket chain; on that basis revenue was RMB53.3 billion, up 45 percent.
The China online retail market
Taobao and Tmall operate in the world largest online retail market. According to the National Bureau of Statistics of China, online retail sales reached RMB15,972.2 billion in 2025, up 8.6 percent, and online sales of physical goods reached RMB13,092.3 billion, 26.1 percent of total retail sales of consumer goods. Alibaba competes with JD.com, PDD Holdings, which owns Pinduoduo and Temu, and short-video platforms such as Douyin. There is no official breakdown of market shares between these platforms. Revenue at the main rival is covered in our report on PDD Holdings revenue, and the global picture in global e-commerce statistics, e-commerce sales growth and the largest online stores.
The last gross merchandise volume figure Alibaba published was for the twelve months to March 2022, when its China consumer businesses recorded GMV of about RMB7,976 billion and its global ecosystem about RMB8,317 billion. Alibaba has since reported GMV trends only in qualitative terms.
- Annual active consumers: about 1.31 billion worldwide in the year to March 2022, more than 1 billion of them in China.
- GMV of China consumer businesses: about RMB7,976 billion in FY2022.
- Global ecosystem GMV: about RMB8,317 billion in FY2022.
- China online retail sales: RMB15,972.2 billion in 2025 (National Bureau of Statistics).
Outlook
The marketplaces face a mature market and intense price competition, and Alibaba is using quick commerce, membership benefits and AI shopping tools to keep users engaged. In the June 2026 quarter, Alibaba said 250 million users had a first AI shopping experience in its Qwen app, linking its AI investments covered in our Alibaba Cloud statistics to the e-commerce business; the wider trend is covered in our report on AI-driven retail in China. Financial results for the whole group are in our report on Alibaba revenue, and overseas marketplaces in Alibaba international commerce.
Taobao and Tmall in numbers
- The Alibaba China E-commerce Group earned RMB554.2 billion in FY2026, up 9 percent.
- Taobao and Tmall customer management revenue was RMB343.9 billion in FY2026, up 5 percent.
- Customer management revenue peaked at RMB102.7 billion in the December 2025 quarter.
- 88VIP membership reached about 64 million in the June 2026 quarter.
- Quick commerce revenue grew 47 percent to RMB78.5 billion in FY2026.
- China online retail sales were RMB15,972.2 billion in 2025.
Frequently Asked Questions
Customer management revenue from Taobao and Tmall merchants was RMB343.9 billion in FY2026, up 5 percent. The wider China E-commerce Group generated RMB554.2 billion.
It is the revenue Alibaba earns from merchants on Taobao and Tmall through advertising, commissions and software service fees.
Alibaba reported about 64 million 88VIP members in the June 2026 quarter, up from more than 30 million in the September 2023 quarter.
Alibaba stopped reporting annual active consumers in 2022. In the year to March 2022, it reported about 1.31 billion annual active consumers, more than 1 billion of them in China.
It is the quick commerce service Alibaba launched at the end of April 2025, offering fast local delivery of meals, groceries and everyday goods.
Quick commerce revenue was RMB78.5 billion in FY2026, up 47 percent. Including Freshippo, it was RMB53.3 billion in the June 2026 quarter alone.
Alibaba last published GMV for FY2022, when its China consumer businesses recorded about RMB7,976 billion. It has not published a GMV figure since.
According to the National Bureau of Statistics, online retail sales in China were RMB15,972.2 billion in 2025, up 8.6 percent.
Alibaba Group - Results for the March quarter and fiscal year 2026, May 2026.
Alibaba Group - Results for the June quarter 2026, August 2026.
Alibaba Group - Results for the September quarter 2025, November 2025.
Alibaba Group - Results for the June quarter 2025, August 2025.
Alibaba Group - Results for the March quarter and fiscal year 2025, May 2025.
Alibaba Group - Results for the March quarter and fiscal year 2023, May 2023.
Alibaba Group - Results for the March quarter and fiscal year 2022, May 2022.
National Bureau of Statistics of China - National economy in 2025, January 2026.