Xiaohongshu created an “AI shopping guide” function to directly push product cards and order links in conversation scenarios
Comparative news, according to an exclusive report from “Reading Best”, Xiaohongshu is creating a new “AI shopping guide” function. Relying on a dialogue and interaction mode, it directly pushes product cards and attaches order redirects in the question-and-answer scenario. The project is led by Dao Xuan (Pan Boyuan). As of press time, there has been no response from Xiaohongshu. Previously, Xiaohongshu had launched an AI summary function in store reviews. This AI shopping guide is a further extension of its intelligent transaction link. According to public data, Xiaohongshu's global MAU is about 400 million. Every day, 39 million users generate clear purchasing behavior, bringing in 140 million active purchases. Over 47 million people enter the merchant's live broadcast room, and group chats with more than 170,000 merchants continue to be active. During the 618 period, store-broadcast GMV increased 265% year over year, and note content led to a transaction increase of more than 210%. Xiaohongshu currently uses the “in-site market closed loop plus off-site diversion” dual transaction model, and there is still room for improvement in the conversion rate for orders placed directly within the site. The launch of the AI shopping guide function is expected to further increase its e-commerce GMV and revenue within the website.






