Alibaba adds Starbucks Now across its apps ecosystem

Alibaba Group is introducing the Starbucks in-store pickup feature, Starbucks Now, across some of its most popular apps.

Chinese consumers can access the service – which was previously only available on Starbucks China’s mobile app – through the likes of e-wallet Alipay, Taobao Marketplace, digital-mapping and navigation platform Amap and local-services app Koubei.

Starbucks has opted in to the Alibaba Business Operating System. “The Covid-19 pandemic highlights the importance of digitalisation, which is the cornerstone for any successful brand in China. Alibaba is committed to bolstering businesses’ digital firepower through ABOS,” says Toby Xu, Vice President at Alibaba Group.

“Through this partnership, we will continue to support Starbucks in expanding its digital service offerings across China to meet ever-evolving customer preferences and create long-term value.”

In 2018, Starbucks inked a New Retail partnership with Alibaba and has since partnered with Ele.me to launch doorstep-delivery coverage and introduced a voice-ordering service via Alibaba’s Tmall Genie smart speaker.

In 2017, its cafés began accepting Alipay for payments. In December of the same year, it opened a Reserve Roastery in Shanghai – the first outside the United States – which featured mobile technology and augmented reality experiences designed by Alibaba.