The 2025 Double 11 shopping festival marked the arrival of a "near-field revolution" in mass consumption. This annual retail showdown saw instant retail take center stage for the first time. While Meituan focused on network density and JD.com emphasized fulfillment efficiency, Taobao Quick Purchase delivered standout incremental growth by leveraging its platform ecosystem and end-to-end conversion capabilities.

Data shows that during Tmall's Double 11 event, Taobao Quick Purchase drove over 100 million e-commerce orders from new users. This not only established a new growth pathway for the industry but also provided concrete evidence addressing whether instant retail can become a sustainable growth engine.

Behind 37,000 brands and 400,000 stores lies this transformative near-field revolution. Prior to Double 11, Taobao Quick Purchase had already onboarded brands and stores with nationwide coverage. The integration goes beyond product proximity - brands are using physical stores as nodes in an instant retail network built on "minute-level delivery" standards.

The shift from hour-based to 30-minute delivery reflects not just fulfillment model changes, but a complete reimagining of brand-customer interactions and value delivery. Brands gain three key capabilities through Taobao Quick Purchase: instant fulfillment, scenario exposure, and user conversion.

For example, home textile brand Mercury Living saw its instant retail business grow ninefold month-over-month after connecting 50 direct stores to Taobao Quick Purchase. Its best-selling "Deep Sleep 3.0 Ergonomic Pillow" achieved 251% weekly transaction growth through the platform, demonstrating how brands can rapidly test, optimize, and validate products using data, logistics, and user behavior feedback.

Similar growth trajectories emerged across industries. Children's apparel brand Balabala recorded six times its daily sales on Double 11's opening day after connecting 600 stores, with long-sleeve T-shirts becoming top sellers. These results indicate Taobao Quick Purchase has fundamentally transformed from being a traffic exposure tool to a high-efficiency conversion platform, creating continuous user engagement loops rather than one-time transactions.

This Double 11 elevated instant retail from a supplementary channel to a core operational arena. Within Alibaba's ecosystem, brands can leverage Taobao Coins, 88VIP, and membership programs to deeply engage new users beyond immediate transactions. Each instant order becomes a starting point for long-term customer relationships rather than a transaction endpoint.

From products to stores to brand operations, Taobao Quick Purchase drives not just business growth but digital restructuring of supply chains. Its minute-level fulfillment connects supply and demand, while open collaboration mechanisms activate store networks and ecosystem tools boost repurchase rates. This transformation is powered by technological advancements, platform upgrades, and comprehensive operational empowerment.

With 37,000 brands and 400,000 stores operating in this system, "near-field" has evolved from a logistics concept into a full-scale consumption revolution. Taobao Quick Purchase delivered a multi-win solution in this year's retail battle.

As instant retail joined Double 11 for the first time, competition shifted from delivery speed and range to comprehensive capabilities in traffic control, user operations, and conversion efficiency. Official data shows Taobao Quick Purchase generated over 100 million e-commerce orders from new users by November 5, proving its ability to drive sustainable e-commerce growth.

This success stems from deep user operations. As early as October 16, Taobao's platform president noted over 100 million users who had ordered food delivery but not e-commerce through Taobao Quick Purchase represented massive growth potential. The 100 million new user orders validated this prediction during Double 11.

Conversion proves more crucial than traffic. Through membership programs, Taobao Coins, and 88VIP benefits like "daily 50% off for 88VIP members" and "millions of free red packets," the platform created low-barrier entry points that fostered user loyalty. This approach formed a complete loop from instant transactions to platform retention and remarketing.

The strategy's effectiveness is evident: 19,958 F&B brands and 863 non-F&B brands saw over 100% sales growth during Double 11 compared to pre-event levels. High-frequency transactions not only activated instant channels but also boosted brands' overall new customer acquisition on Tmall and Taobao.

On the supply side, extensive brand and store networks formed Taobao Quick Purchase's infrastructure. Performance metrics speak volumes: Anta's 67 stores saw 144% monthly transaction growth and 1,091% new customer growth; liquor retailer 1919 experienced 20 times higher orders than September, with store visits up 500% year-over-year. These offline networks serve as both demand fulfillment points and strategic supply variables.

Through optimized product organization and replenishment algorithms, the platform enables nearby selection and instant delivery, reducing wait times and improving conversion rates. Taobao Quick Purchase has systematically implemented instant retail by connecting supply, scenarios, and users.

Activating hundreds of millions of potential users from food delivery traffic pools, combined with existing e-commerce tools and AI capabilities, created remarkable conversion curves. This growth confirms instant retail's potential as a new driver for e-commerce and broader consumption.

As the near-field revolution sweeps across industries, competition has escalated into an infrastructure battle focused on building stable, standardized, and efficient instant supply networks. During 2025's Double 11, "flash purchase warehouses" emerged as industry keywords and competitive differentiators.

In its first Double 11 as a comprehensive consumption platform, Taobao Quick Purchase adopted a platform-centric approach using digital infrastructure to drive ecosystem collaboration. On October 31, it launched "Taobao Convenience Store," a new chain brand, with a ¥2 billion special fund to support merchant participation in warehouse ecosystem development.

This ¥2 billion investment represents long-term infrastructure development rather than one-time subsidies. The platform aims to establish unified operational standards through digital supply chains, intelligent location selection, quality logistics, and financial support.

Crucially, leveraging Alibaba's supply chain capabilities, Taobao Convenience Store's flagship warehouses stock about 10,000 SKUs - three times more than typical convenience stores - creating denser and more stable supply structures. These flash purchase warehouses provide brands with low-cost, high-efficiency near-field distribution channels.

Over the next year, the platform plans to develop 100 products with annual sales exceeding one million units each, expanding both supply and sales volumes. Beyond warehouses, the initiative helps merchants upgrade from inventory management to digital operations.

With widespread AI application, these next-generation convenience stores have evolved from simple transit points to data-driven, traffic-aware "near-field terminals" with complete transaction loops. Collectively, they form the new foundation supporting Taobao Quick Purchase's emergence as a primary e-commerce engine.

The launch of Taobao Convenience Store and ¥2 billion fund marks Taobao Quick Purchase's transition from transaction platform to comprehensive consumption infrastructure. Rather than competing on scale or price, it's pursuing long-term ecosystem development, shifting from point-to-point matching to comprehensive growth strategies.

This approach better aligns with a platform's role in the new commercial era while providing solid groundwork for the near-field revolution. The 2025 Double 11 represents a pivotal moment as instant retail transitions from traffic entry point to growth engine. Through its ecosystem capabilities, Taobao Quick Purchase has systematically connected supply, scenarios, and users in this near-field transformation.

The growth led by Taobao Quick Purchase represents not just sales explosions but profound validation of ecosystem capabilities, infrastructure, and long-term value. Instant retail has evolved from peripheral supplement to core growth driver. Though competition remains intense, new industry contours are clearly emerging.