Analysys Report: Q4 Taobao Flash Sales Transaction Share Reaches 45.2%, Basically on Par with Meituan

On March 14, third-party research firm Analysys released an instant retail market report showing that in Q4 2025, Taobao Flash Sale will hold a 45.2% market share, while Meituan will hold 45.0%, with only a 0.2 percentage point difference, indicating a multi-platform competition in the instant retail market; JD.com’s instant transaction market share is 8.4%, ranking third.

The report states that in 2025, the total size of China’s integrated consumer platform instant transaction market will reach 2,985.2 billion yuan, a 21.4% year-over-year increase; in Q4 2025, the market size will be 811.8 billion yuan, up 15.6% year-over-year, with the industry maintaining rapid growth. The analysis suggests that despite a slight decline in demand for takeout beverages and other delivery services after entering autumn and winter, the arrival of the “Double 11” shopping season has extended promotional activities from traditional e-commerce to instant transaction scenarios, supporting the overall market size to remain at a high level.

In terms of platforms, in December 2025, Ele.me app was officially renamed Taobao Flash Sale, marking the completion of Alibaba Group’s ecosystem integration in the instant transaction field. Through unified branding and platform capabilities, collaboration between instant retail and traditional e-commerce is expected to further strengthen.

Meanwhile, Meituan continues to expand its instant retail categories. In October 2025, Meituan partnered with Li Ning, with Li Ning opening nearly a thousand stores across nearly a hundred cities on Meituan Flash Sale. Previously, brands such as Tmall, Shendao, Jiao Xia, Anta, 361°, Zhongqiao Sports, and others have also joined the platform, as Meituan accelerates its layout in instant retail for sportswear and related categories.

Industry insiders believe that as platforms continue to improve supply efficiency and fulfillment capabilities, activity in the instant retail market is expected to further increase, becoming an important new scene to drive consumer growth.

(Editor: Wang Lei)

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