Report says Xiaohongshu is building a new AI shopping guide feature

Xiaohongshu is building a new "AI shopping guide" feature that uses conversational interactions to recommend products directly in Q&A scenarios, according to an exclusive report from Dujia cited by ChainCatcher. The report says the feature will push product cards and attach links that route users to place orders. It also says the project is being led by Daoxuan, identified as Pan Boyuan. Xiaohongshu had not responded by press time.

Feature targets product conversion inside Q&A interactions

The report says Xiaohongshu had previously launched an AI summary function within store reputation pages, and describes the new AI shopping guide as an extension of the platform’s effort to make its transaction flow more intelligent.

According to public data cited in the report, Xiaohongshu has about 400 million global monthly active users. Each day, around 39 million users show clear purchase intent, generating 140 million active purchase requests. More than 47 million users enter merchant livestream rooms, and over 170,000 merchant group chats remain active.

Existing transaction model and platform metrics

The report adds that during the 618 shopping period, store livestream GMV increased 265% year over year, while note-based content drove transaction growth of more than 210%.

Xiaohongshu currently uses a dual transaction model that combines an in-platform marketplace loop with off-platform traffic redirection, the report says. It adds that direct in-platform ordering still has room for better conversion. The report says the launch of the AI shopping guide could help lift Xiaohongshu’s in-platform e-commerce GMV and revenue.