China’s leading tech and e-commerce company Alibaba is launching an innovative cross-service loyalty program in a strategic effort to reclaim its dominance in the country’s highly competitive e-commerce market. The new initiative, centered around its flagship platform Taobao, goes beyond traditional shopping by integrating services like food delivery and travel into a unified user experience.
A Seamless Ecosystem for Every Consumer Need
Alibaba’s new strategy is based on offering users a consolidated experience across different platforms. As part of this plan, the food delivery service Ele.me and travel booking platform Fliggy have been integrated into Alibaba’s core e-commerce unit. This unified ecosystem allows users to benefit from exclusive discounts and privileges across shopping, dining, and travel — all within a single loyalty framework.
The company’s existing loyalty program, 88VIP, will serve as the foundation for this expanded service model. Already boasting millions of members, 88VIP currently offers perks such as free shipping, hassle-free returns, exclusive deals, and dedicated customer support. With the new updates, the membership program is evolving into a comprehensive lifestyle package that encourages deeper user engagement and longer-term loyalty.
With this move, Alibaba aims not only to retain its current user base but also to re-engage younger, digitally savvy consumers who are active across multiple platforms. The broader goal is to transform Alibaba from a traditional e-commerce platform into a holistic digital lifestyle provider — one that meets the daily needs of modern consumers through a single, integrated experience.
