As reported by New Yellow River, on November 3, 2025, following an update to version 12.0.1, the Ele.me App underwent an official rebranding and is now known as Taobao Flash Purchase. Presently, it is in the midst of a grayscale testing phase.

This rebranding initiative forms a crucial part of Alibaba Group's strategic endeavor to integrate instant retail services. The overarching goal is to solidify Taobao Flash Purchase's standing as a unified brand within the retail landscape. Alibaba has orchestrated a transformation of Ele.me, evolving it from a standalone food delivery platform into a comprehensive instant retail fulfillment infrastructure. By synergizing with Taobao's traffic entry points, Alibaba aims to fulfill its ambition of delivering a diverse array of products within a swift 30-minute timeframe.

Since October 2025, a series of visual overhauls have been implemented, encompassing rider uniforms and App icons, all adopting the signature orange hue that is synonymous with Taobao's brand identity. During the ongoing grayscale testing phase, a select group of users will have the opportunity to avail themselves of instant delivery services for both food and daily necessities through Taobao Flash Purchase. Notably, the delivery capacity originally associated with Ele.me has been fully integrated to handle orders from Taobao Flash Purchase, thereby expanding the range of product categories available for swift delivery.