Chinese ecommerce company, JD.com, has raised concerns about alleged anti-competitive pressures affecting food delivery couriers.

In a social media post on April 21, 2025, the company claimed that couriers for its JD Takeaway service were being pressured to avoid accepting orders from the platform.

JD Takeaway, launched in February 2025, operates in a competitive market dominated by Meituan and Alibaba-owned Ele.me.

While JD.com did not name specific competitors in its post, it expressed concern for couriers reportedly forced to choose between delivery platforms.

Meituan denied the accusation, calling it a fabrication, while Ele.me has yet to respond.

🔗 Source: Reuters

🧠 Food for thought

1️⃣ Market disruption through worker benefits in China’s food delivery duopoly

JD.com’s challenge to Meituan and Ele.me represents a fundamental shift in China’s food delivery industry, where competition now extends beyond restaurant commissions to worker welfare.

The incumbent players jointly control approximately 98% of the 1.2 trillion yuan food delivery market, with consumers spending about 3.3 billion yuan daily in this essential service sector1.

JD’s move to offer direct labor contracts with full social security benefits to delivery riders marks the first such initiative in China’s platform economy, creating a potential “welfare race” among competitors2.

This strategic differentiation addresses a significant gap in China’s gig economy, which employs over 200 million workers who typically lack essential social protections despite the sector’s 3.4 trillion yuan valuation3.

By converting what has been a contentious relationship with workers into a potential competitive advantage, JD is attempting to transform industry practices in a sector where algorithm-driven management has often led to increased pressure and safety risks for workers.

2️⃣ Dual-pronged competitive strategy challenges established players

JD.com’s entry into food delivery employs a distinctive two-sided approach: zero commissions for restaurants on one side and improved worker conditions on the other.

While established platforms typically charge restaurants commissions around 30%, JD’s zero-commission policy for the first year directly attacks the revenue model that has sustained competitors like Meituan, which delivers over 50 million orders daily45.

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