Alibaba has quietly rolled out its new fast-delivery service on Taobao earlier than expected. This move is seen as a direct attempt to compete with JD.com and Meituan, two of China’s strongest players in the e-commerce logistics space.
Originally planned for a later launch, the fast-delivery option is now available in select areas, allowing Taobao users to receive their orders quicker than the usual delivery time. According to sources close to the company, the early launch was driven by a clear rise in customer demand for faster, affordable delivery of online orders.
JD.com has long held a reputation for its efficient, often same-day delivery service, built on its own logistics network. Meituan, originally focused on food delivery, has expanded into broader categories such as groceries and consumer goods, offering quick delivery services in many cities. Alibaba, through Taobao, is now moving to narrow the delivery-speed gap with its competitors.
By accelerating its timeline, Alibaba hopes to win back users who may have shifted to JD.com or Meituan when looking for more immediate delivery options. Fast delivery has become a critical part of customer expectations in China, especially in urban areas where convenience can be the deciding factor when choosing between platforms.
The company has not made a formal announcement yet, but users in major cities have already noticed the new option while placing orders. It appears Alibaba is testing the service quietly before a broader rollout, possibly to refine the logistics and customer experience in real-world settings before promoting it widely.
The service is currently focused on smaller daily-use products, including household essentials, snacks, and personal care items—categories where speed often matters the most. For now, only select products are eligible, and coverage may vary by region.
Alibaba’s push into faster delivery could also support Taobao’s ongoing effort to stay competitive amid rising pressure from both traditional e-commerce rivals and newer platforms offering rapid fulfilment. The move comes at a time when Chinese consumers are becoming more selective, not just about price and product range, but also how quickly their purchases arrive.
DMSMatrix will keep tracking the performance of this new service and its possible expansion into more regions and product categories. The logistics race in China is heating up, and this early launch shows Alibaba is serious about keeping its place in the market.