Double Eleven is considered the biggest shopping festival in China. Retailers not only offer heavy discounts but also run different types of promotions including games and whatnot during the sales period. The latest such marketing by Tmall involves emojis.

Tmall ( previously Taobao Mall) is one of the leading eCommerce firms in China. The Alibaba Group-owned company competes against the likes of JD and Suning in the region.

These businesses compete fiercely during the 11.11 (Double Eleven, November 11) aka Singles’ Day shopping festival. Hence, they try their best to lure in more shoppers during this period.

Ahead of the 2021 edition of the festival, Tmall has introduced a new way for customers to search for products on its platform. Instead of typing words, shoppers can simply insert emojis and let the algorithm suggest products.

A report by MyDrivers says that the emoji search function in Tmall is currently under ‘heavy-duty public testing’. At present, it supports 400 commonly used emojis.

With more people using the feature during the Double Eleven shopping festival and beyond, the algorithm could get better in the future. Since emojis now play a key role in our day-to-day conversations online, there’s a high chance of success for this feature.

This is not the first time Tmall has introduced something unique. The eCommerce giant is also known for improving the shopping experience via features like cart sharing, using images to buy medicines for elders, and more.

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