Alibaba rebrands food delivery app Ele.me in instant retail push

South China Morning Post - Nov 4, 2025

Alibaba Group Holding is rebranding its Chinese food delivery platform Ele.me as Taobao Shangou, aligning the service more closely with its flagship e-commerce ecosystem, as the company seeks to enhance synergy across its consumer businesses. A logo of the beta version of the updated app, available to select users, adopts Taobao’s signature orange colour, according to screenshots seen on Chinese social media. The move aligns with Alibaba’s recent efforts to phase out Ele.me’s original branding,...

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