Taobao strengthens its “24-hour delivery” commitment. How should merchants respond?

According to the latest announcement released by Taobao, in order to improve the consistency of consumers' shopping experience, Taobao will fully align the "24-hour delivery" commitment set by sellers in multiple channels such as product release, logistics time efficiency entrance and event registration. This change means that consumers can see the "delivery within 24 hours" service logo when viewing product details, searching or participating in marketing activities. Taobao hopes that through this measure, platform consumers can obtain information more quickly and easily identify which products or services promise fast delivery, thereby optimizing their shopping decision-making process.

1. Timeline of rule changes and major changes

The "24-hour delivery" plan on the marketing event registration page will be changed at the end of July 2024; the "24-hour delivery" setting on the product release end is expected to be opened in mid-to-late August 2024.

These rules were announced on July 23, 2024 and will come into effect on July 30, 2024.

Main changes:

The seller sets and promises "24-hour delivery" in various channels such as product release and event registration, displays the same service logo on the product details page and search page, and implements it in accordance with the [Performance Requirements] and [Service Guarantee] requirements of this specification.

2. Specific changes

Taobao’s “Send Today” and “Send 24 Hours” service specifications.

1. Before the change

Chapter 2 Seller Requirements

Article 4 [Entry and Exit]

Sellers must meet the following conditions at the same time and can choose to add products in designated open categories to the delivery time service. The specific requirements are subject to the "Logistics Time Expression" entry page. If the seller withdraws from the service, the seller must still fulfill the corresponding service commitment for orders generated during the service period.

Chapter 3 Buyer Protection

Article 6 [Service Display]

Products that have successfully joined the delivery time efficiency service will be displayed on the product details page with the following logos: "Shipped today" (prompt text includes but is not limited to "pay before XX o'clock, promised to ship today"; the specific time of "pay before XX o'clock" is set by the merchant); "Shipped within 24 hours" or "Shipped within 24 hours | Compensation for late delivery" (prompt text includes but is not limited to "pay now, promised to ship within 24 hours"). The specific logos and text prompts are subject to the display on the merchant details page.

Article 5 [Service Requirements]

(II) Performance requirements

Sellers who join and promise delivery time service must meet the fulfillment rate of the entire store/warehouse in the past 3 days ≥ 90%. Otherwise, the service display of the corresponding products will be cancelled. If the service display needs to be restored, the fulfillment rate of the entire store/warehouse in the past 3 days must be ≥ 90%, and the date without orders will be postponed by one day.

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2. After the change

Chapter 2 Seller Requirements

Article 4 [Entry and Exit]

For orders placed through "Logistics Time Efficiency Expression", sellers must meet the following conditions at the same time. They can choose to add products of designated open categories to the delivery time efficiency service. The specific requirements are subject to the "Logistics Time Efficiency Expression" entry page. If the service is withdrawn, the seller must still fulfill the corresponding service commitment for orders generated during the service period.

Except for the above-mentioned entrances, there are no restrictions on access conditions for other entrances.

Chapter 3 Buyer Protection

Article 6 [Service Display]

Products that have successfully joined the delivery time efficiency service will display the following logos on the product details page: "Shipped today" (the prompt copy includes but is not limited to "Pay before XX o'clock, and we promise to ship today"; the specific time of "Pay before XX o'clock" is set by the merchant); "Shipped within 24 hours" or "Shipped within 24 hours | Compensation for late delivery" (the prompt copy includes but is not limited to "Pay now, and we promise to ship within 24 hours").

During the period when the delivery time is not met, the delivery time will be displayed as a longer delivery time to ensure that the seller fulfills his promise.

Specific logos, texts and display tips shall be subject to those displayed on the product details page.

Article 5 [Service Requirements]

(II) Performance requirements

For sellers who join and promise delivery time service through "Logistics Time Expression", the fulfillment rate of the whole store/warehouse in the past 3 days must be ≥ 90%; in addition to the above entrances, for settings set through other entrances, the fulfillment rate of the goods in the past 3 days must be ≥ 90%.

Otherwise, the service display of the corresponding product will be cancelled; if the service display needs to be restored, the fulfillment rate of the entire store/warehouse in the past 3 days must be ≥90%, and the date when there is no order will be postponed by one day.

Interpretation of the rules:

What are the other setting entrances mentioned in Article 4 [Access and Exit]? Including but not limited to: product release page (click here), marketing activity registration page (click here), etc.

3. Seller entry and exit operation process description

1. What is the service binding process?

Path 1: Taobao Qianniu Seller Center - [Transaction] - [Logistics Service] - [Logistics Time Expression] - [Shipping Time], click here to view the operation process such as product settings.

Path 2: (Interpretation of "Partially Designated Categories" in 1): Click here to view

2. How to apply to withdraw from the service?

Path 1: Taobao Qianniu Seller Center - [Transaction] - [Logistics Service] - [Service Management Enabled] - [Terminate Agreement], operation is limited to the main account.

Path 2: (Interpretation of "Partially Designated Categories" in 1): Click here to view

IV. Conclusion

As consumers' requirements for shopping experience continue to improve, e-commerce platforms are increasingly competing in terms of logistics timeliness, after-sales service, etc. Taobao's move to strengthen its "24-hour delivery" commitment is undoubtedly a positive and powerful response to this trend.

It can not only enhance consumers' shopping experience and strengthen their trust and loyalty to the platform, but also promote healthy competition among sellers and drive the entire e-commerce industry towards a more standardized and efficient direction.

Author: E-commerce Small Classroom Pro;

Source: Xiaoguandian (insight.xiaoduoai.com)