Immediate gratification: instant commerce transforms China’s retail market

Since April, mainland Chinese consumers have been spoiled for choice, as instant commerce competition brought dazzling promotional subsidies and speedy deliveries right to their doorsteps. Instant commerce – a turbocharged combination of online shopping and swift dispatch – had already made a typical lunchbox order cost around US$1 or US$2, which covered the food and the delivery fee. On-demand delivery giant Meituan’s “Grouping for Good Meals” campaign, for example, offered a four-dish set meal...