Xiaohongshu's Cross-border Business 'redshop' Set to Launch in June, Inviting 50 Initial Merchants

Ebrun Exclusive, April 11: Ebrun has learned that Xiaohongshu held an offline salon event yesterday, where it disclosed to merchants that its cross-border business "redshop" will officially launch in June.

(Image source: Xiaohongshu user)

According to on-site information, redshop's initial plan involves inviting 50 seed merchants by invitation only, focusing on categories such as intangible cultural heritage crafts and unique handmade products, with gradual expansion to more categories later. The first batch of launch markets includes nine regions: Hong Kong, Macau, the U.S., the U.K., Australia, Canada, Singapore, and Malaysia, with other overseas markets to follow.

Earlier, in January 2025, Xiaohongshu gained popularity in markets like the U.S. amid the TikTok ban controversy, and in March, it sent invitations for the "Cross-border Navigation Program" to some merchants via its backend. In late February this year, Xiaohongshu initiated a new round of organizational restructuring, adjusting its commercialization and e-commerce teams, establishing the rednote department, and transferring Yinshi from the domestic e-commerce business system to the international team to lead the development of international e-commerce operations.

A merchant who attended the salon told Ebrun that redshop is still in the invitation-only phase and not yet fully open. The platform has not disclosed specific rules regarding entry models, logistics, or commissions, with relevant details expected to be released through official accounts. Currently, redshop's official account is already live on Xiaohongshu.