Alibaba Group added 104 million monthly active users to its Chinese online retail marketplaces during the year to March 31.

The company said its Taobao platform continues to grow fast. This year, a new interface was launched aimed at improving the user experience through content innovation and intelligent personalised recommendations.

“It delivers a customised shopping experience by segmenting users based on behavior data and providing them with more recommendations to enhance product and content discovery,” the company said in a statement. “The new interface also includes Taobao’s innovative content, such as curated posts, short-form videos and live-broadcast events. These initiatives drove strong growth in user engagement, purchase conversion and annual active consumers.”