(Yicai) June 23 -- Alibaba Group Holding has integrated its on-demand delivery platform Ele.me and online travel service Fliggy into its domestic e-commerce business group, marking a strategic shift toward building a one-stop platform for takeout, travel, and shopping, according to an internal memo.

Ele.me and Fliggy will retain their own corporate management models but will work together and align decision-making and execution with the overarching goals of Alibaba’s China e-commerce business group, Chief Executive Eddie Wu wrote in an internal email to relevant departments today.

Fan Yu will continue to serve as chairman and CEO of Ele.me, while Nan Tian will remain CEO of Fliggy. Both will report to Jiang Fan, CEO of the e-commerce business group.

The move comes amid intensifying competition in the local services and instant retail sectors from rivals such as Meituan, JD.com, and Douyin. Alibaba’s edge lies in its extensive ecosystem, which includes one billion annual active users, 300,000 brands across Taobao and sister platform Tmall, tens of millions of small and medium-sized suppliers, as well as mature e-commerce infrastructure and real-time fulfilment capabilities.

"This is a strategic upgrade as we evolve from an e-commerce platform into a comprehensive consumer platform," Wu said. "Going forward, we will place greater emphasis on optimizing and integrating our business models and organizational structures from the user's perspective, in order to deliver a richer, higher-quality consumption experience."

Since the launch of Taobao's Flash Sale campaign less than two months ago, daily order volume across the e-commerce platform and Ele.me has exceeded 60 million, according to internal data. An industry insider noted that this demonstrates strong business potential, further reinforcing Alibaba's commitment to investment and resource integration.

The insider added that by optimizing its business models and organizational framework, Alibaba also aims to enhance the user experience and create more opportunities for brands and merchants to explore innovative business models and drive growth.

Editor: Emmi Laine