Tmall (天猫) announced its new-merchant recruitment policy for the fourth quarter of 2026 on 30 October, China e-commerce research outlet 100EC (网经社) reported. Eligible merchants that open on the platform by 31 December can get a refund of commission for a 90-day cold-start period after completing set operating tasks. Tmall also extended its priority support window for new merchants from one year after joining to two.
New merchants joining by 31 December can get 90 days of commission back
The policy runs from the date of the announcement to the end of 2026 and covers eligible merchants that join on or before 31 December. After completing the required operating tasks, they receive a refund of commission for a 90-day cold-start period.
New merchants that use Tmall’s managed advertising also pay no advertising commission on their first five transactions. Emerging brands, influencers and well-known IP owners that open stores can receive targeted support in Taobao search and in-store traffic guidance.
The priority support period doubles from one year to two
Tmall lengthened its key support period for new merchants from within one year of joining to within two years. Eligible merchants in their first two years can enter a quarterly new-merchant challenge, with rewards of up to RMB 300,000 a quarter.
High-performing new merchants with confirmed quarterly revenue above RMB 1 million can receive a commission refund incentive of up to RMB 500,000 a quarter. The policies set operating-task and confirmed-revenue thresholds for taking part.
| Item | Q4 2026 policy |
|---|---|
| Key support period | Within 2 years of joining (previously within 1 year) |
| Eligibility window | Join by 31 December 2026; policy runs to the end of 2026 |
| Commission refund | 90-day cold-start period, after operating tasks |
| Managed advertising | No ad commission on first 5 transactions |
| Taoke affiliate campaigns | Platform adds 50% of commission |
| Quarterly challenge | Up to RMB 300,000 per quarter |
| Revenue-based incentive | Up to RMB 500,000 per quarter for quarterly confirmed revenue above RMB 1 million |
Products selling over 100,000 units online get fast-track bestseller status
Tmall will give fast-track bestseller certification and traffic support to potential hero products that have sold more than 100,000 units across the internet. It will link these products to Taobao flash sales (淘宝秒杀) and the Taoke (淘客) affiliate channel, and use platform consumer coupons and store red packets to widen sales channels.
New merchants that run Taoke affiliate campaigns get a platform top-up equal to 50 percent of the commission they pay.
Over 150,000 merchants launched brands on Tmall in the past year
Tmall said more than 150,000 merchants created brands on the platform over the past year, the highest annual intake of new merchants in six years. So far in 2026, more than 2,000 merchants within their first year on Tmall have passed RMB 10 million in confirmed revenue.
More than 1,500 first-year merchants have reached first place in a trending category. Merchants can join through Tmall’s official sign-up entry, through service-provider recruitment or by referral from existing merchants.
Coming up · We may follow up with how Douyin’s revised store-type rules treat brand owners and authorised resellers.
