Jake’s Take: Alibaba’s Instant Delivery Move Is the Future of E-commerce

Alibaba just rolled out a major interface update inside the Taobao app in select cities. That update points to the future of e-commerce in China: instant delivery for everything from electronics to beauty and fashion.

With this update, users can receive instant delivery when they order from Taobao and Tmall merchants across categories like FMCG, apparel, and personal electronics, powered by the logistics infrastructure of Ele.me (Alibaba’s food delivery platform) and Cainiao. The new feature is expected to be rolled out nationwide by May 6.

As China’s e-commerce market has matured, consumers increasingly expect not just the right product at the right price—but also right now. Instant commerce in China is projected to be a 5 trillion RMB (~US$690B) market by 2027.

E-commerce is so ingrained into everyday life in China that turning to online platforms is often the first reaction when you need a product. But if you need a product instantly, what do you do? My move has usually been to scour the food delivery platforms, which sometimes offer instant delivery of products in traditional e-commerce categories. For example, many convenience stores are Ele.me merchants and sell personal care products, stationery, and other items. Another option is to request that a Taobao merchant hire a third-party instant delivery service, like Shansong—but this requires that the merchant be based in the same city. Both options are relatively inconvenient and offer limited product selection.

So this new feature is a meaningful step forward in Alibaba’s “user-first” strategy as they try to capture demand for real-time fulfillment across traditional e-commerce categories. With its scale, ecosystem, and delivery capabilities, Alibaba is well-positioned to lead.

I’ve said before that Chinese consumers drive platform innovation—and this latest update shows just how fast expectations (and the platforms serving them) continue to evolve. I’m excited to use this new feature—and bring WPIC Marketing + Technologies brand partners on board so they can reach their customers instantly.