According to a report by Dujia today, Xiaohongshu is developing a new “AI shopping guide” feature. Using a conversational interaction model, it will directly push product cards and attach links for users to proceed to checkout in question-and-answer scenarios. The project is being led by Dao Xuan (Pan Boyuan).
Xiaohongshu has already implemented some AI features in its e-commerce business. For example, its store reputation pages include AI-generated summaries of store reviews for consumers’ reference.
At the end of April this year, Xiaohongshu issued an internal letter announcing a new round of organizational upgrades. Key changes included establishing the AI first-level department Dots and the Enterprise Intelligence Department, increasing investment in AI in both product technology and organizational structure.
Xiaohongshu has vigorously developed its e-commerce business in recent years. According to a report by LatePost, Xiaohongshu integrated its e-commerce and livestreaming businesses in 2023 and established a new Transactions Department, making it a first-level department parallel to the Community Department and Commercial Department. Previously, the e-commerce business was a second-level department under the Community Department, signaling that Xiaohongshu was accelerating its e-commerce expansion across the board.
In August 2025, Xiaohongshu directly launched a “Marketplace” page in the bottom navigation bar of its app. The page uses a two-column feed featuring livestream shopping and product-related posts to provide users with a shopping experience that combines browsing and purchasing.