Xiaohongshu announced that its "Plant to Purchase" advertising feature with external links to Tmall has been officially opened to all industry brands with zero barriers to entry. The platform had previously opened full access to direct links to JD.com and Pinduoduo.

According to the introduction, "Plant to Purchase" is a commercialization tool that connects Xiaohongshu's content marketing capabilities with major e-commerce platforms' transaction processes. This feature adds "advertising links" below Xiaohongshu posts, allowing users to directly jump to Tmall, JD.com, and Pinduoduo to purchase products after browsing content, thereby helping merchants achieve direct business growth. The feature also enables feedback on brand transaction data, supporting real-time adjustments to content marketing strategies and making merchants' marketing effectiveness on Xiaohongshu more precise and scientifically measurable.

Xiaohongshu revealed that since the pilot launch in May this year, "Plant to Purchase" has delivered significant results for numerous brands. The feature has cumulatively generated millions to tens of millions in GMV for hundreds of brands including Ulike, DearMom, iFlytek, Pechoin, iKF headphones, Baicizhan, Centrum, Hydron, Ubras, On Running, Bioderma, and Unique Eileen.

Data from Xiaohongshu shows that when brands combine "content marketing ads" with "Plant to Purchase," store visit efficiency improves by 76% compared to using either tool independently.