Taobao's Apple Vision Pro app lets shoppers test fly drones right from their couch

Alibaba Group’s e-commerce platform Taobao launched an updated Apple Vision Pro app late June 2024, coinciding with the headset’s release in mainland China. First introduced as a beta in April, the app combines spatial computing, 3D and mixed reality technology, plus Apple’s multi-window capabilities. Users can view items from multiple angles, compare options and scrutinize product details such as material, texture and finish. They can also test selected products in immersive environments, such as taking Xiaomi’s electric vehicles for a virtual test drive or DJI’s drones for a virtual test flight.

From as far back as 2018, Taobao has pioneered interactive online shopping concepts. The platform packaged retail offerings inside livestreams, encouraging consumers to visit Taobao multiple times daily to watch fun videos and shop while at it. It repositioned the value proposition of online retail from purely convenient to experiential and even communal. Now, with new technology, Taobao is looking to set new expectations for the digital shopping experience. 

Due to Taobao’s size, scale and reach, its latest app can also help drive mixed reality experiences toward mainstream adoption. New technology, like the Apple Vision Pro, requires practical applications to add value for consumers and encourage widespread uptake. In retail alone, there are currently only a handful of shopping-focused apps compatible with the headset, and most don't work outside the US. Given its popularity, the Taobao marketplace is an outsized addition to Apple Vision Pro's practical use cases, and regular consumers, especially those in Asia, will now have a stronger incentive to try the headset.