Cross-border sales surge on Tmall during 618

Tmall’s export push drove record growth in the opening days of the 2025 global 618 campaign, with nearly 1 million merchants participating. From May 16–19, over 50,000 brands saw cross-border sales more than double YoY, led by demand for skincare, sneakers, diapers, and infant formula. Over 4,500 brands debuted abroad, including Tao Factory.