Alibaba’s consumer-to-consumer marketplace is Taobao.
Alibaba launched Taobao in 2003 as a platform where individuals and small businesses could sell directly to consumers, particularly in China and other Chinese-speaking markets. The name Taobao translates roughly as “search for treasure,” fitting its marketplace approach and broad product range.
Taobao emerged partly as Alibaba’s response to eBay’s expansion into China. It attracted sellers with free listings and built trust through tools such as buyer feedback, seller ratings, instant messaging, and Alipay, Alibaba’s online payment service. Those features helped Taobao become a major force in China’s consumer e-commerce market.
Taobao is often confused with Alibaba’s other platforms. Tmall primarily connects consumers with established brands and retailers in a business-to-consumer model. 1688.com focuses on domestic business-to-business wholesale, while AliExpress is designed mainly for international consumers buying from sellers in China and elsewhere.
In 2011, Alibaba separated Taobao Marketplace, Tmall, and eTao into distinct businesses to give each a clearer strategic role.