Miravia is a dynamic e-commerce platform launched by Alibaba in Spain in 2022. It combines a marketplace with an entertainment space, offering a unique shopping experience. Miravia hosts over 8,000 brands and provides a catalog of more than 10 million products, ranging from fashion and beauty to home and garden items. The platform leverages advanced technologies like AI to enhance the user experience, including personalized search results and virtual try-ons for cosmetics. Additionally, Miravia collaborates with influencers to create engaging content, aiming to appeal especially to Gen Z consumers