🛒 Enhanced Integration
Alibaba's Taobao is now directing more user traffic to Ele.me's “instant commerce” service. This integration is facilitated by a prominent portal at the top of Taobao’s homepage. The goal is to push for faster delivery times, which aligns with Alibaba’s “user-first” strategy. Taobao users can now easily access Ele.me’s services directly, improving the overall user experience.
📦 Service Expansion
Previously, Ele.me's “instant commerce” service mainly included nearby supermarkets, accessible via its mini-program or app. Now, the service is expanding to include more Taobao merchants. According to Alibaba, all Taobao and Tmall sellers with local warehouses capable of instant delivery can join the service. This expansion aims to provide a wider range of products for quick delivery, enhancing convenience for users.
🔄 Response to Speculation
The integration move comes after Alibaba denied multiple news reports suggesting it planned to sell Ele.me. Instead of selling, Alibaba is focusing on deepening the integration of Ele.me with its existing e-commerce platforms. This strategy is designed to strengthen Alibaba's ecosystem and improve delivery services.
📈 Strategic Goals
By enhancing Ele.me's visibility on Taobao, Alibaba aims to attract more traffic and boost sales for both platforms. The “user-first” strategy emphasizes fast and reliable delivery, which is crucial in today’s competitive e-commerce landscape. This move highlights Alibaba’s commitment to improving service quality and maintaining its market leadership.
What do you think of Alibaba’s strategy to integrate Ele.me deeper with Taobao?
