How Taobao is speaking Malaysians’ language to build local love

Taobao is doubling down on its “Go Lokal” strategy in Malaysia as it ramps up localisation efforts designed to make the platform more inclusive and accessible to Malaysian shoppers. Following the successful rollout of its English-language interface last year, the eCommerce giant introduced a Bahasa Melayu version of its app earlier this year, reflecting its growing commitment to meet consumers where they are.

According to Jess Lew, country head of Taobao Malaysia, localisation has been central to the platform’s approach since 2018. “Malaysia is a market rich in diversity and cultural vibrancy. Our ‘Go lokal’ strategy reflects this by aligning Taobao’s experience with the preferences of local users,” she said in an exclusive conversation with A+M.

The new Bahasa Melayu interface builds on Taobao’s growing investment in Malaysia, offering a more user-friendly experience with features such as AI-powered translations, automatic Ringgit (RM) currency conversions, and trilingual customer support. Lew noted that early feedback has been encouraging, particularly from BM-speaking users in urban areas who value the added accessibility and ease of navigation.

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Adapting to local cultures

While Taobao’s global identity is rooted in its China-first ecosystem, Lew said the platform’s strength lies in its ability to adapt to local cultures. “We see Taobao as a diverse and engaging platform built to empower creativity, curiosity, and lifestyle exploration,” she explained.

In Malaysia, this approach takes shape through localised campaigns and collaborations, including hosting regional shopping festivals with localised touchpoints and key opinion leaders (KOLs) and CSR partnerships with state governments in Selangor, Penang, and Sarawak for flood relief and micro-seller support. Besides that, the tech firm is also working on collaborations with local financial institutions to integrate Malaysian payment methods such as e-wallets and online banking, and boasts local return policies and trilingual customer support available daily.

These efforts allow Malaysians to shop seamlessly and confidently, without borders but with a distinctly local feel.

Taobao’s partnership with Lazada also continues to play a significant role in shaping its regional strategy. The two platforms have collaborated to launch a cross-border fashion channel for Malaysia and Singapore, curated for trend-conscious consumers.

“Lazada is our key regional partner in localising the Taobao experience across Southeast Asia,” Lew explained. “The partnership allows us to introduce curated fashion content and expand beyond categories like electronics and beauty, while driving additional traffic through joint shipping and promotional channels.”

Lifestyle-focused, community-driven

Malaysia’s eCommerce space has become increasingly competitive with players such as Shopee and TikTok Shop dominating user attention. But rather than seeing this as a challenge, Taobao views it as an opportunity to differentiate through experience.

“What sets Taobao apart is our vast range of products and the trusted infrastructure that supports it,” Lew said. “Our focus is on creating an alternative shopping experience. One that’s rich in choice, trusted in delivery, and increasingly local in feel.”

The brand’s focus areas include lifestyle-driven categories such as fashion, home, and tech— segments where users look for unique and value-for-money finds. AI tools are also being leveraged to study shopping behaviour and tailor mega campaigns like 9.9 and 11.11 to local preferences.

Interestingly, Malaysian users tend to view Taobao not just as a price-driven platform but as a source of inspiration. Features like “image search” have proven particularly popular, helping users quickly locate products they encounter in everyday life.

Taobao’s social media strategy is another cornerstone of its localisation efforts. Its Malaysian Instagram page has seen steady growth, driven by content that reflects local culture and everyday lifestyles. Not to mention, its profile on TikTok is named "Ah Tao", in reference to the brand's mascot. “As part of our ‘Go Lokal’ strategy, our social media presence goes beyond product promotion,” said Lew. “We focus on content that feels authentic—showcasing trending items, curated finds, and relatable stories that connect with Malaysian values.”

Local collaborations have also been key. The brand frequently works with micro-influencers and creators to share shopping hacks and festive inspirations during cultural moments like Ramadhan and Hari Raya. Offline events featuring these creators have generated strong engagement, helping to bridge the gap between online and offline brand experiences.

Looking ahead

With the trilingual interface now fully rolled out, Taobao is gearing up for one of its biggest Global Shopping Festivals yet. Monthly on-ground activations with key opinion consumers (KOCs) and local communities are also planned, alongside an expanded “Share & Earn” programme to reward users for referrals.

Lew added that more localised features are in the works, including expanding product availability across English and Bahasa Melayu interfaces. “We’re always listening to customer feedback to enhance the platform’s diversity and relevance,” she said.

The brand’s Malaysian learnings, particularly around cultural alignment and content localisation, are now shaping its approach in other Southeast Asian markets. Lew shared:

Malaysian users have shown us how important it is to localise beyond language. It’s about having the right products, payment options, and cultural touchpoints that make users feel truly seen.

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