Alibaba is preparing a major shift in how people shop online by bringing AI-powered chat shopping to its popular e-commerce platforms, Taobao and Tmall, as the Chinese tech giant pushes deeper into the growing AI race.
According to reports, users of Alibaba’s AI assistant Qwen will soon be able to search for products, compare items, and complete purchases simply by chatting with the AI in natural language instead of typing keywords into a search bar.
The move signals Alibaba’s most serious attempt yet to turn AI into the centre of its digital ecosystem and reshape how consumers interact with online shopping platforms.
Alibaba wants shopping to feel more like chatting
The company’s upcoming feature seeks to turn online shopping into a more conversational experience and reduce dependence on traditional searching methods.
Users will be able to ask Qwen more in-depth questions about what they are looking for, how much they want to spend, style preferences and shipping requirements, rather than just browsing categories manually or using limited keywords.
Qwen will recommend products from Taobao and Tmall and help customers compare prices and complete their purchases.
Taobao will also receive its own individualized Qwen AI shopping assistant during this transition.
This integration coincides with Alibaba’s previous announcement regarding the company’s intention to further embed Qwen into its different lines of business, including e-commerce, travel, food delivery, and entertainment.
The AI shopping race is heating up globally
Alibaba’s latest move reflects a wider industry trend where tech companies are trying to transform AI chatbots into digital gateways for everyday services.
Analysts say the shift could fundamentally change how online shopping works in the future.
“The new feature allows the use of AI to help streamline product discovery, price comparisons and purchases,” said Chen Liteng, an analyst at Chinese e-commerce consultancy 100ec.cn.
Instead of navigating multiple apps and menus, users could increasingly rely on one AI assistant to manage everything through voice or text conversations.
That strategy closely mirrors developments in the United States, where companies are also racing to merge AI and online shopping.
OpenAI and Google have reportedly partnered with e-commerce platforms, including Shopify and Etsy to allow users to discover and buy products directly through AI chatbots like ChatGPT and Gemini.
Meanwhile, Amazon has already introduced its AI shopping assistant Rufus, which reportedly crossed 300 million users by the end of 2025 and generated billions in additional sales.
Qwen is becoming Alibaba’s AI gateway
Alibaba has been aggressively expanding Qwen’s role across its ecosystem in recent months.
Last month, the AI assistant entered its first external partnership with China Eastern Airlines, allowing users to complete the full flight booking process through a single conversational interface.
Users can search flights, buy tickets, select seats, and check in using natural language commands without leaving the chatbot.
That broader strategy suggests Alibaba is positioning Qwen not just as an AI assistant, but as a central operating layer connecting multiple services across everyday digital life.
Alibaba’s push into conversational commerce highlights how rapidly AI is changing consumer technology.
Traditional e-commerce has long depended on search bars, filters, and endless scrolling. But AI-powered shopping assistants could reduce friction by understanding context, preferences, and intent more naturally.
Also Read: Alibaba’s HappyHorse Beats Seedance, Signals Intensifying AI Talent Battle in China
