# Consumer Behavior

Alibaba’s Tmall Pivot: The Battle for 'Certainty' in a Saturated E-Commerce Era

Tmall is shifting its 2026 strategy to focus on 'Confirmed Receipts' rather than GMV to combat high return rates and merchant fatigue. By leveraging AI for precision matching and aligning platform KPIs with merchant profitability, Alibaba aims to provide a more stable and cost-efficient environment for premium brands in a saturated market.