Its competitors are Meituan, JD.com and Alibaba, which spent billions of dollars on vouchers, free deliveries and incentives for retailers last year.
Now, so-called ‘instant commerce’ has established itself as the new battleground for online shopping. Whilst the companies’ spending spree has channelled billions in drinks towards budget-conscious consumers, analysts have stated that the most significant challenge lies in changing purchasing habits, particularly in major cities where consumers increasingly expect a range of goods, such as groceries and cosmetics, to arrive within 60 minutes. Home delivery of drinks and meals may generate frequent visits to the app, but the real opportunity lies in converting these visits into purchases of higher-margin non-food items…
N.B.: The challenges facing quick commerce in Italy also stem from an unclear situation regarding delivery services.
Drafted on 6 September, updated on 7 September 2026
