China’s e-commerce market keeps growing. In 2026, it represents over 50% of global online retail. Chinese consumers buy beauty products online more than anywhere else in the world. If your cosmetics brand is not on Tmall, you are invisible to 1.4 billion potential customers.
This guide covers everything: Tmall vs Tmall Global, registration requirements, how to drive traffic, and what actually works in 2026. We also cover the new rules: ingredient-driven purchasing, AI shopping assistants, and why a Tmall flagship store is now your brand’s Chinese headquarters.
Tmall: The Leading E-commerce Platform in China
Founded in 2008 under Alibaba Group, Tmall (天猫) is a subsidiary of Taobao (淘宝网). Its target market is B2C (Business-To-Consumer). Tmall allows both local Chinese and international companies to sell in Mainland China, Hong Kong, Macau, and Taiwan.
Tmall stands apart from competitors because of its strict quality standards. Only verified brands with documented credentials can open a store. This makes Tmall a trust signal for Chinese consumers, not just a marketplace. Read our full overview of how Tmall works for foreign brands to understand the platform structure.
In 2025, Tmall’s beauty category GMV exceeded 280 billion RMB (iiMedia Research). Chinese consumers spend more time on Tmall than on any competing B2C platform. That time translates directly into purchases.
Differences Between Tmall and Tmall Global
Tmall: The Platform for Companies Within Mainland China
Tmall enables businesses to sell directly to Chinese customers across China. It provides infrastructure to host your storefront and access to hundreds of millions of shoppers. You must have a Chinese business entity to sell on Tmall.com.
Tmall Global: The Platform for International Companies
Launched in 2014 by Alibaba Group, Tmall Global (天猫国际) is the international version of Tmall. It is the largest cross-border B2C platform in China and the best entry point for brands without a Chinese entity.
Tmall Global currently hosts over 29,000 international brands from more than 87 countries. The platform offers 4,000+ product categories. You do not need a physical store in China, a Chinese warehouse, a registration with Chinese authorities, or a Chinese business license to open a Tmall Global store.
Tmall Global sources the latest overseas products for Chinese consumers. It helps overseas brands capture China’s appetite for imported cosmetics, which keeps growing year after year. See our guide on how to sell cosmetics in China for the full channel comparison.
How to Sell Cosmetics on Tmall and Tmall Global
Tmall does not accept every brand that applies. You need to prove your brand has market potential before Tmall approves your store. This is not a bureaucratic formality. Tmall protects its consumers by filtering out weak or unknown brands.
Requirements to Register as a Merchant on Tmall
To register on Tmall.com, your company needs official Chinese documents and a Chinese bank account. Your products must be registered with local authorities. Most foreign brands on Tmall.com are large international or Fortune 500 companies already established in China.
Main requirements common to both Tmall.com and Tmall Global:
- Submit product description information and wait for verification (up to 10 working days)
- Register an Alipay account abroad (7 to 10 business days for offline application)
- Sign the merchant agreement and pay the annual service fee and deposit (7 to 10 working days)
- Open the store: register an account, run tests, add products, and launch
Do I Need a Business License?
For Tmall.com: yes. You need a Chinese business license. Tmall.com is for brands already established in China.
For Tmall Global: no. Tmall Global is built for foreign companies without a Chinese presence. No business license required.
Steps to Open a Flagship Store on Tmall
Companies setting up on Tmall Global must have a corporate entity outside Mainland China. The trademark must be registered abroad with qualifications for retail sales. They must have solid credit and operational history.
Beauty brand requirements to open a flagship store on Tmall Global:
- Brand owner outside Mainland China
- Qualifications for foreign retail sales
- Ownership of the authorized brand, agency agreement, or relevant vouchers
A flagship store may open under these circumstances:
- The store sells on behalf of a single brand owned by the merchant
- The store sells on behalf of multiple brands all owned by the same merchant
- The store operates as a multi-brand marketplace under a service class trademark owned by the merchant
Criteria Tmall evaluates when you apply:
- Minimum 2 years of company history with annual sales exceeding $10 million
- B2C brands aimed at international consumers or authorized agencies
- Strong performance in cosmetics, mother and baby care, clothing, footwear, or accessories
- Internationally recognized brand status or luxury positionin
Pairing your Tmall presence with a strong cosmetics marketing strategy in China will accelerate your store’s growth from day one.
Looking for help? Our Tmall partner agency can support your brand’s entry into China.
