The article is from April 2021, but it shows how $BABA is sharing their economies of scale benefits with customers (merchants) and sellers.
Why wouldn't a shareholder be happier and happier when Alibaba is pleasing everyone in the

"Alibaba CEO Daniel Zhang said in a call with investors this week that ongoing technological improvements and upgrades have enabled the company to expand its portfolio of sophisticated services, offering them for free or at lower costs than before to merchants and partners."

Through these decisions, $BABA is leveraging its scale to bring efficiency and lower costs for merchants and sellers, which in return will bring more sellers/merchants and buyers. Also, Alibaba is giving up profits today for longer period of profits in the future.