Ultra-fast 30-minute delivery surges in China's e-commerce landscape

Ultra-fast on-demand delivery services in China—able to deliver goods in roughly 30 minutes—are expanding quickly and reshaping consumer shopping habits. A woman in her thirties from Dalian, in Northeast China, was on her way to dinner with friends when a group chat reminded her it was someone’s birthday. She ordered a gift through an app while heading to the restaurant, and upon arrival a bouquet of red roses and sunflowers was waiting.

30-minute delivery expands across China

These services are spreading across the country and gradually changing how consumers shop. According to the China Internet Network Information Center (CNNIC), by December 2025 monthly users of instant delivery services reached 565 million. Meituan, one of the largest platforms, offers 30-minute delivery in nearly 3,000 cities and districts.

On Meituan, users can order a range of items, including power banks, hot-pot ingredients, and fresh flowers. A Japanese woman in her forties who has lived in China for seven years said she uses the service about three times a week.

Changing purchase timing and promotion strategies

The near-instant response is also altering consumer behavior. In Suzhou near Shanghai, a woman planned an after-work meet-up but was unhappy with her makeup. That same afternoon, she ordered a lipstick that matched her mood and received it at her workplace.

Previously, Chinese consumers tended to buy cosmetics online more in weekday evenings or on weekends. With instant delivery, businesses are being pushed to rethink promotion timing, as shopping demand can arise at nearly any time of day.

“We are witnessing new patterns of consumption that were previously unimaginable,” said Zhao Chunwu, Chairman of China Resources Beer, at an earnings briefing in March. He noted that the company’s beer sales grew strongly after 10 p.m. as consumer habits shifted.

At the same time, Budweiser Brewing Co. APAC, a major supplier to restaurants, reported two-digit revenue declines in China for 2025, and analysts questioned how the company would adapt to instant delivery trends.

Instant retail market growth outlook

E-commerce platforms in China are expanding instant retail with instant delivery to meet rising demand for speed and convenience. A 2024 report by the International Economy and Trade Cooperation Institute (an arm of the Ministry of Commerce) suggests China’s instant retail market could exceed RMB 2 trillion (about USD 280.66 billion) by 2030.

Micro-fulfillment stores and delivery networks

Instant retail relies on stores that exist primarily on delivery platforms. These neighborhood warehouses are designed to fulfill on-demand purchases quickly and can stock up to 15,000 SKUs per location. They are connected to Taobao Instant Commerce’ delivery network, supporting rapid response to consumer demand.

Retailers benefit from inventory located near consumers and a fast delivery network, enabling 20–30 minute delivery in many cases. Each micro-fulfillment store typically serves a 3–5 km radius. By Q2 2025, Meituan and partners had built more than 50,000 micro-fulfillment stores in China, with a target of 100,000 by 2027.

Experts say the trend is transforming traditional e-commerce from a focus on goods to an emphasis on speed of service and the shopping experience, while also linking online consumption with offline retail to broaden revenue opportunities for physical stores.

Impact on supermarket chains and product coverage

Liu Tao, CEO of Sun Mart, a Beijing-based supermarket chain, said the instant retail model mainly handles fresh foods and daily essentials for middle-aged and older shoppers. Since joining Taobao Instant Commerce in May 2025, Sun Mart’s 11 locations have seen a strong uplift in daily orders.

Liu added that instant retail helps Sun Mart reach younger customers, particularly those born in the 1990s and 2000s, supporting brand rejuvenation. He said about 90% of items in these Sun Mart locations can be ordered online.

A 2024 industry report on instant retail indicates that product mixes on these platforms are becoming more comprehensive and moving toward near-complete coverage of consumer goods.

Leading categories currently include snacks, beverages, produce, meat, eggs, dairy, cereals, and essential cooking ingredients. Electronics, maternity and baby products, cosmetics, health care, pet supplies, and apparel are among fast-growing segments, as more brands participate in instant retail platforms and consumer choice continues to expand.