Imagine needing a box of cold medicine late at night or suddenly craving that viral lobster dish from the restaurant downstairs. No longer must you wait until the next day—your order arrives within 30 minutes, just like food delivery. This is the new reality shaped by instant retail, which has transformed traditional e-commerce's waiting model into an era of immediate gratification.
In 2025, Taobao Flash Sale delivered remarkable results, not only restructuring the food delivery market but signaling the convergence of traditional e-commerce and instant retail. Amid fierce competition, Taobao Flash Sale emerged as a dark horse, rapidly winning over both merchants and consumers. How did it achieve such success in such a short time? What changes has it brought to businesses and shoppers alike?
I. Instant Retail: The New E-Commerce Battleground
By 2025, the online delivery market had reached a fever pitch, with major platforms vying for dominance in this emerging growth sector. Traditional e-commerce giants, local service providers, and startups all entered the arena, hoping to claim their share of instant retail. Among them, Taobao Flash Sale stood out as an unexpected success story.
Data showed that new merchant registrations on Taobao Flash Sale grew by approximately 200% year-over-year in 2025—a clear validation of its business model. This figure not only reflected strong merchant demand for instant retail solutions but also demonstrated Taobao Flash Sale's exceptional ability to attract businesses.
The platform's rapid growth stemmed from strategic moves by Alibaba Group. In April 2025, Taobao's "One-Hour Delivery" service was upgraded to "Taobao Flash Sale," and by December, both the Ele.me app and its entry points were rebranded under the same name. This consolidation marked Alibaba's deep integration of its instant retail strategy.
1.1 The Rise of Instant Retail: Driven by Consumption and Technology
The emergence of instant retail was no accident but the result of two powerful forces:
- Consumption upgrades: As living standards improved, consumers demanded better shopping experiences. The traditional waiting model became insufficient—they wanted goods delivered immediately.
- Technological advancement: Mobile internet, big data, and AI provided the infrastructure for instant retail. Platforms could predict demand, optimize recommendations, and streamline logistics through intelligent systems.
1.2 Characteristics of Instant Retail
Compared to traditional e-commerce, instant retail has three defining features:
- High frequency: Caters to daily needs like groceries and meals.
- Localized: Relies on neighborhood merchants.
- Immediate: Delivers within 30-60 minutes.
II. Strategic Rebranding: From Ele.me to Taobao Flash Sale
The transition from "Ele.me" to "Taobao Flash Sale" represented more than a name change—it signaled a fundamental strategic shift. This move reflected Alibaba's commitment to instant retail and its vision for e-commerce's future.
The rationale included:
- Breaking category limits: Ele.me was synonymous with food delivery, whereas Taobao Flash Sale could encompass groceries, electronics, medicine, and more.
- Leveraging traffic: Taobao's 900 million monthly active users dwarfed Ele.me's base. Integration allowed cross-platform synergies.
III. The Merchant Growth Engine
Taobao Flash Sale didn't just change consumer behavior—it created opportunities for merchants through traffic support, technical tools, and operational guidance.
3.1 Scaling Success
Regional chains became major beneficiaries. During a July promotion, 4,124 brands achieved record sales, with 95% being local chains. Data showed:
- Coffee chain NOWWA saw orders surge over 150%
- Bubble tea brand Yihetang reported 3-4x growth in delivery orders
- A Guangzhou seafood restaurant doubled daily orders to 1,200
3.2 The "Satellite Store" Innovation
This hybrid model combined flagship stores with smaller neighborhood outlets, functioning like micro-fulfillment centers. Benefits included:
- Lower rental costs
- Faster delivery times
- Extended operational hours
IV. The Future: Dual-Mode E-Commerce
Alibaba is building an ecosystem combining traditional "far-field" e-commerce with "near-field" instant retail. Taobao Flash Sale serves as the bridge, integrating Taobao's traffic, Tmall's brands, Cainiao's logistics, and Amap's location services.
Financial results validated the strategy: In Q2 2026, Alibaba's instant retail revenue grew 60% year-over-year, with 3,500 Tmall brands connecting offline stores to the platform.
The road ahead focuses on three areas:
- Expanding product categories
- Enhancing user experience
- Developing new consumption scenarios
Taobao Flash Sale's rise exemplifies the instant retail revolution. By merging Alibaba's resources with merchant needs, it has created a sustainable growth model that benefits all participants in the ecosystem. As the industry evolves, Taobao Flash Sale appears positioned to lead this transformation.