Chinese ecommerce giant JD.com has launched a new gifting feature on its mobile app amid increasing competition in China’s online shopping market.

The feature, called “Gifting IT,” allows users to easily purchase and send items to recipients and is available for select merchandise.

The introduction aligns with the upcoming Lunar New Year holiday, a peak shopping period in China.

This comes as rivals like Alibaba’s Taobao have also updated their gifting services to enhance user experience, highlighting a broader trend of innovation in the sector.