Taobao commits S$19 million to Singapore Singles’ Day promotions
The campaign runs from Oct 20 to Nov 13, with vouchers and outdoor advertising forming part of the platform’s Singapore expansion.
Taobao is putting 100 million yuan (S$19 million) towards promotions in Singapore for its 11.11 Singles’ Day campaign, according to Singapore country head Cora Cai. The shopping event began on Oct 20 and ends on Nov 13.
Speaking in Hong Kong on Oct 16, Cai said the allocation covers shipping and shopping vouchers, alongside advertising on Singapore’s public transport network. Outdoor placements include about 200 large screens across residential districts and the central business district. She said physical advertising expenditure was twice the level for the 2025 campaign.
The platform has also widened the range of goods eligible for free delivery since introducing a S$0 minimum-spend offer in August 2026. It now covers more clothing, sports, outdoor, maternity and baby products. Eligible parcels can be upgraded to air delivery from S$1, with purchases arriving in as little as five days, according to Taobao. PayNow payments became available in October.
Cai said Taobao planned to distinguish itself from competitors through product choice and technology that helps shoppers locate suitable items. Ye Tian, general manager of Taobao Tmall Overseas, said new AI tools include recommendations tailored to local users and improved shopping assistants.
Many advanced AI functions are currently optimised only for the app’s Mandarin version. Taobao said versions supporting English and other languages were planned as it seeks a broader customer base across Asia-Pacific. It did not disclose spending on the AI upgrades.
