Alibaba has rebranded its popular food delivery service to Taobao Instant Commerce, moving on from the well-known Ele.me brand.

Ele.me was China’s leading local services brand and operated a home-delivery model, after being acquired by Alibaba in 2018 for $9.5 billion.

Sixth Tone reported that food delivery companies in China spent the majority of 2025 subsidising discounted products in a bid to gain market share. But in December, it was reported that Ele.me was among those to record heavy financial losses. 

Competition in the sector is increasing in China as businesses continue to invest in instant retail services. Alibaba’s rebrand is part of a bid to take on sector leaders Meituan, Campaign Asia said.

Some users have already experienced the rebrand on digital platforms, and it is expected to be rolled out universally in the coming weeks.

Inside Retail Asia has approached Alibaba Group for comment.