The campaign – dubbed “Jishigou”, which translates to instant purchase in Chinese – has seen more than 260 brands on Alibaba’s Tmall premium retail platform join its instant commerce service, the company said on Tuesday. Alibaba owns the South China Morning Post.
Taobao Shangou, Alibaba’s instant commerce and on-demand delivery service that was revamped in April, aims to fulfil online orders of food and consumer items in less than an hour.
Hangzhou-based Alibaba’s latest initiative further expands the scope of goods and merchants covered by its instant commerce push, more than a week after CEO Eddie Wu Yongming said the company had succeeded in scaling up user growth and making consumers prefer its platform over others in the highly competitive field.
That would be in line with Alibaba’s efforts to bring together its ecosystem’s various resources to push forward its transformation into a comprehensive consumer platform.
