Taobao, Tmall and Xiaohongshu (also known as RedNote) yesterday announced a partnership to streamline the consumer journey from content discovery to purchase. Brands can now track conversions from Xiaohongshu to Taobao and Tmall purchases. The platforms will introduce direct advertising links allowing users to jump from Xiaohongshu content directly to Tmall product pages. Currently available to selected pilot brands, the initiative will gradually expand to more merchants.