On December 5, it was reported that the Ele.me app will undergo a full rebranding to "Taobao Quick Purchase" after updating to its latest version, further integrating into Alibaba Group's "Great Consumption Platform" strategy.
Will there be any organizational restructuring within the Ele.me team? Will its functions change? In response, informed sources stated, "This brand refresh will not impact the organizational structure."
In May of this year, "Taobao Quick Purchase" officially became a primary entry point on Taobao's homepage. By leveraging the combined strengths of Taobao and Ele.me, Taobao Quick Purchase achieved a peak of 120 million daily orders in the past six months, with weekly average daily orders reaching 80 million in August. The total monthly transacting users exceeded 300 million, directly driving a 20% year-over-year increase in Taobao's daily active users (DAU).
Alibaba's latest quarterly earnings report shows that after rapid scaling, Taobao Quick Purchase has entered a new phase of refined operations. From July to September 2025, the instant retail business saw revenue surge by 60% year-over-year. Since September, while maintaining market share, the unit economics of the instant retail business have also shown significant improvement.
The full rebranding of the Ele.me app is seen as a key signal of Alibaba Group's continued investment in the broader consumption and service e-commerce sectors. During a recent earnings call, Alibaba's management emphasized that Taobao Quick Purchase completed rapid expansion in its first phase, while the second phase's economic optimization met expectations. This has laid the foundation for the long-term sustainable development of the food delivery business and reinforced the commitment to sustained investment in instant retail.
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