Taobao & Food Delivery: A Silent Revolution Changing the Rules-Iota

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News > Dynamic industry > Taobao & Food Delivery: A Silent Revolution Changing the Rules

Taobao & Food Delivery: A Silent Revolution Changing the Rules

During the holiday, opening the Taobao app reveals a new “Flash Purchase” button. Behind this feature lies a strategic alliance between Taobao and Ele.me that is reshaping China’s delivery market.

1. Traffic Redistribution
Taobao, with 800 million daily users, offers Ele.me prime homepage space for free. This is Alibaba’s move to regain ground against Meituan (holding 70% market share), which offers food delivery, hotels, and ride-hailing services. With Ele.me, Alibaba aims to complete its “30-minute living circle” vision.

2. The Rise of Instant Retail
Since the launch of Flash Sales, non-food orders have surged. Consumers now expect flowers, medicine, and electronics delivered within 30 minutes. Speed matters more than price. The battle for the last mile focuses on dense local warehouses, predictive algorithms, and smart couriers.

3. New Opportunities and Risks
Merchants benefit greatly: a convenience store increased nighttime alcohol sales by 400% via live-streaming, a florist targeted nearby singles on Valentine’s Day. Yet consumers face new traps: discounts and personalized notifications blur the line between wants and needs.

4. Who Defines the New Norm?
Beyond competition, this is a race to shape the future of urban infrastructure. As instant delivery becomes essential, society and policy must adapt.

As an investor said, “The future belongs not to those with the most traffic, but to those who humanely connect online and offline.” Perhaps the greatest challenge of instant commerce is psychological: Are we losing our ability to wait?

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