Starbucks Coffee is introducing its own mobile order and payment system in the Mainland Chinese market as a feature on Alibaba platforms Taobao, Amap, Koubei and Alipay.
The Starbucks Now (“Fei Kuai”) service can be used by Starbucks customers to pre-order and pay for their beverages and food online before in-person pick-up at local stores, providing a measure of convenience whether at home or travelling.
The feature was previously only available in Starbucks China’s own mobile app. The extension of service into the Alibaba digital economy via its cross-functional Alibaba Business Operation System (ABOS) gives Starbucks a channel into the online giant’s user base of close to a billion customers.
“The Covid-19 pandemic highlights the importance of digitalisation, which is the cornerstone for any successful brand in China,” said Alibaba Group VP Toby Xu. “Alibaba is committed to bolstering businesses’ digital firepower through ABOS.
“Through this partnership, we will continue to support Starbucks in expanding its digital service offerings across China to meet ever-evolving customer preferences and create long-term value.”
Starbucks has collaborated with Alibaba since 2018, leveraging the firm’s Ele.me service to deliver Starbucks beverages to users’ homes.