(Yicai) March 27 -- China’s instant delivery orders exceeded 60 billion in 2025 for the first time, rising 25 percent from a year earlier, according to a new industry report.

The figure highlights the rapid expansion of the instant retail sector beyond food delivery into supermarkets, fresh produce, and pharmaceuticals, according to the latest instant delivery report released by the Same-City Instant Logistics Branch of the China Federation of Logistics & Purchasing.

The report also noted that categories such as consumer electronics, apparel, and other non-food products are emerging as new growth areas. At the same time, social recognition of delivery riders as a new profession is increasing. Survey data showed that for four consecutive quarters last year, more than half of delivery riders were local residents, including both urban and rural household registrants within the same city.

Zhang Yi, chief analyst of iiMedia Research, told Yicai that the firm’s data mining system shows the fastest growth in instant retail is coming from non-food categories such as pharmaceuticals, beauty products, consumer electronics accessories, alcoholic beverages, and mother-and-baby and pet products. New demand is mainly coming from young consumers, elderly people, and growing consumption in lower-tier markets.

At the same time, the industry is facing mounting challenges. Zhang said the main issues include high fulfillment costs, inconsistent supply and quality control, and heavy profitability pressure. Companies including Meituan, Alibaba Group Holding, JD.Com and Douyin are increasing investment in instant retail, with competition shifting from price wars toward supply chain strength and overall operational capabilities.

Since March, JD.Com, Alibaba, and Meituan have released their latest financial reports, which show continued investment in food delivery businesses. While the segment continues to grow, it is also weighing on profitability. This suggests that although instant retail is growing rapidly, companies still need to improve operating efficiency and better demonstrate how the segment can support broader e-commerce growth.

Instant retail is becoming a major growth engine for e-commerce, but sustaining that growth will depend on stronger supply chains, smarter fulfillment, and deeper collaboration across the industry, Zhang said.

Editor: Emmi Laine