Alibaba is celebrating the fifth anniversary of its Tmall Luxury Pavilion by redoubling efforts to woo shoppers in the metaverse.

The e-commerce titan is introducing a series of virtualized shopping experiences as it touts the recent success of China’s largest luxury market and lays the groundwork for future expansion into the digital realm.

Tmall’s sales have increased nearly 300 percent in the past three years as it has increased its offering of more than 200 luxury brands including Louis Vuitton, Fendi, Dior, Gucci, Yves Saint Laurent, Balenciaga, Cartier, Chloe and more. Luxury Pavilion saw its consumer base grow by more than 150 percent from 2019 to 2021, as consumers turned to the web as a lifeline during the pandemic, according to Janet Wang, director of…