China’s biggest e-commerce firms are moving toward selling more discounted goods as Chinese shoppers increasingly hunt for bargains amid economic uncertainty.

Alibaba’s flagship platform Taobao launched “Taobao Good Price” within the app where users can buy low-price merchandise such as butter cookies for 40 cents a box and rubber gloves for 14 cents a pair.

For Alibaba and JD.com, so far their adjustments are paying off, as both companies recently beat market expectations for their quarterly results. JD.com last week reported a 7.6% revenue increase in the second quarter, one of the fastest expansions in the past year. Executives said a discount program has attracted new customers and boosted shopping frequency and average order value.

The shift to discounted goods is bringing Alibaba and JD.com increasingly closer to the playbook of their competitor, PDD Holdings. PDD’s Pinduoduo platform is just eight years old but has quickly challenged the stalwarts’ dominance with its offering of deeply discounted merchandise.

JD.com has introduced supporting policies to attract third-party merchants, such as lowering platform service fees and commission rates, so that it could provide an increasing assortment of items and introduce more price competition. In the second quarter, the number of JD.com’s marketplace merchants more than doubled year over year. Revenue generated by third-party sellers grew faster than the company’s direct retail sales.