Xiaohongshu has created an "AI Shopping Guide" feature that directly pushes product cards and order links in conversation scenarios

According to an exclusive report from "Du Jia," Xiaohongshu is developing a brand new "AI Shopping Guide" feature, which relies on a conversational interaction model to directly push product cards and attach order jump links in Q&A scenarios. This project is led by Daoxuan (Pan Boyuan). As of the time of publication, Xiaohongshu has not responded.

Previously, Xiaohongshu launched an AI summary feature in store reputation, and this AI shopping guide is a further extension of its intelligent transaction chain. According to public data, Xiaohongshu has approximately 400 million global MAU, with 39 million users engaging in explicit purchasing behavior daily, resulting in 140 million active purchase requests, over 47 million users entering merchant live streams, and more than 170,000 merchant group chats remaining active. During the 618 period, the GMV of store broadcasts increased by 265% year-on-year, and note content drove transaction growth of over 210%.

Xiaohongshu currently adopts a dual transaction model of "internal marketplace closed loop plus external traffic diversion," and there is still room for improvement in the direct order conversion rate within the platform. The launch of the AI shopping guide feature is expected to further enhance its internal e-commerce GMV and revenue.