Taobao
China's largest C2C online marketplace platform featuring live-stream shopping and vast product catalogs.
Taobao at a glance
Taobao is an e-commerce website and one of the most visited sites in China, currently ranked #3 in the country. It was founded in 2003 by Jack Ma and is headquartered in Hangzhou, China. Today Taobao is owned by Alibaba Group. Our estimates put its audience at ≈ 850 million visits per month. The business earns money mainly through merchant advertising, alimama lead generation, transaction commissions. Its closest rivals include pinduoduo.com, jd.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 799 million / month | +2% |
| Q2 | ≈ 825 million / month | +3% |
| Q3 | ≈ 850 million / month | +3% |
| Q4 | ≈ 901 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in China, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- China86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 255 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- China
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| taobao | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the China web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in China
Company information
- Website
- taobao.com
- Sector
- E-commerce
- Owner
- Alibaba Group
- Owner type
- Public company
- Founders
- Jack Ma
- Founded
- 2003
- Headquarters
- Hangzhou, China
- Employees
- 200,000+
- Ownership
- Alibaba Group controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $130.0 billion annual revenue (est.)
- Languages
- Chinese
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $130.0 billion annual revenue (est.)
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Taobao operates an online retail and marketplace platform focused on China. China's largest C2C online marketplace platform featuring live-stream shopping and vast product catalogs. Revenue comes mainly from merchant advertising, supported by the other lines listed below.
- Merchant Advertising
- Alimama Lead Generation
- Transaction Commissions
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- China
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (China)
- #3 in this index
- Sector rank
- Leading e-commerce site in China
- Global rank
- 25
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| pinduoduo.com | ≈ 510 million / month | #4 class competitor | — |
| jd.com | ≈ 382 million / month | #5 class competitor | — |
What is Taobao?
Taobao (taobao.com) is an online retail and marketplace platform serving users in China. China's largest C2C online marketplace platform featuring live-stream shopping and vast product catalogs. It ranks #3 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Taobao?
The site is operated by Alibaba Group, founded by Jack Ma. The company was established in 2003 and is headquartered in Hangzhou, China. It employs around 200,000+.
Traffic and audience
Traffic estimates place Taobao at roughly 850 million visits per month, about 28.3 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Taobao makes money
Revenue comes primarily from merchant advertising, alongside alimama lead generation, transaction commissions.
Competitors in China
Its closest rivals include pinduoduo.com, jd.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2003
Taobao is founded in Hangzhou, China.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #3 among the most visited websites in China.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Taobao?
Taobao is operated by Alibaba Group. Public company structure, based on public filings and press reporting.
Where is Taobao headquartered?
Taobao is headquartered in Hangzhou, China.
When was Taobao founded?
Taobao was founded in 2003 by Jack Ma.
How many employees does Taobao have?
Taobao employs approximately 200,000+ people.
What is Taobao's revenue?
Taobao's revenue: ≈ $130.0 billion annual revenue (est.).
Who are Taobao's competitors?
Main competitors in China include pinduoduo.com, jd.com.
How does Taobao make money?
Mainly merchant advertising, alimama lead generation, transaction commissions.
Is Taobao publicly traded?
Taobao's ownership: Public company.
How many visitors does Taobao get?
Third-party estimates place Taobao at roughly 850 million visits per month, mostly from China, with 76% mobile traffic.
Is Taobao safe?
Taobao is an established e-commerce site founded in 2003 and ranked #3 in China; use the official domain taobao.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementstaobao.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageChina and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos