Ant's business model involved payments, insurance and lending and was fantastically profitable because Ant leveraged its data about user payments to make efficient risk decisions. If the CCP hadn't decided Ant was too big (and violating data rules) then it would probably be continuing to grow.
I don't think any of this is obscure so I don't understand why the article doesn't point out that Amazon and Walmart aren't trying something that hasn't been done before.