Alibaba ramps up delivery battle with launch of Taobao Flash

Kaycee Enerva

13th May 2025

Alibaba has rebranded and expanded its one-hour delivery platform Taobao Instant Commerce into Taobao Flash, as part of a broader push into China’s fast-growing instant retail market.

Backed by Ele.me – Alibaba’s food delivery platform – the service guarantees 30-minute delivery for various goods beyond food, including groceries, pharmaceuticals, electronics, clothing, and flowers.

Taobao Flash has rolled out in more than 50 cities and aims for a nationwide rollout this month.

Customers can expect flash-sale deals alongside incentives such as complimentary drinks, steep discounts, and cash coupons.

“Our current launch minimises customer acquisition costs, freeing up resources for aggressive consumer subsidies,” a Taobao Instant Commerce spokesperson told The Beijing News.

To maximise fulfilment efficiency, Alibaba will also leverage its flagship stores, local warehouses, and offline retail sites in collaboration with more than 200 brands, building a localised retail system.

In addition to consumer-facing improvements, the new platform consolidates backend operations. Merchants who previously managed orders across systems such as Ele.me, Taoxianda, and Tmall will now operate under a unified interface within Taobao Instant Commerce.

Earlier this month, Meituan introduced its Shangou service, offering all-day delivery across categories including electronics and daily essentials. JD’s Miao Song service – translated as “sent in seconds” – offers similar delivery speeds through its proprietary app.

“With Alibaba’s expansion into the sector, the three companies are now forming a ‘triopoly’ in China’s instant commerce market,” said Chen Liteng, analyst at e-commerce consultancy 100ec.cn.