Xiaohongshu — the Chinese social-commerce app often called Little Red Book in English — is building an "AI shopping guide" feature. Users can talk directly with the AI, which recommends products in the conversation, shows product cards, and provides a link to jump straight to checkout. The project is led by Daoxuan (Pan Boyuan).
Xiaohongshu already uses some AI features in e-commerce, such as automatically summarizing store reviews. The new AI shopping guide goes a step further: from "helping you read reviews" to "picking products and guiding you to place an order." In April, Xiaohongshu also set up a top-level AI division called Dots.
Xiaohongshu has previously disclosed that 39 million users per day engage in explicit product-seeking behavior, totaling 140 million proactive purchase requests. If the AI shopping guide officially launches, Xiaohongshu can directly recommend products in these purchase-seeking scenarios and guide users further toward transactions.