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AliExpress, a cornerstone of Alibaba’s global ambitions, is navigating a complex and competitive e-commerce landscape. From dominating in southern Europe to facing fierce competition from rising stars like Temu, the platform’s journey reflects both triumphs and challenges. As it evolves its strategies to win over consumers worldwide, AliExpress remains a key player shaping the future of cross-border retail.

Introduction

AliExpress’ shrinking global interest 📉

AliExpress peaked in global search interest in 2014-15, but competitors like Shein and Temu now dominate. Shein surged post-2020 by leveraging fast fashion and influencer marketing, while Temu skyrocketed in 2022 by offering ultra-low prices and aggressive promotions. AliExpress’ slower adaptation to consumer trends has left it trailing in key Western markets like the US and parts of Europe.

Part of Alibaba’s ecosystem 🌐

As part of Alibaba’s ecosystem, AliExpress benefits from advanced logistics via Cainiao, marketing through Alimama, and seamless payments powered by Alipay. This support has helped AliExpress gain traction in Europe, where it leads in Spain and Poland. However, cultural and language barriers in countries like Germany and trust concerns in France hinder its broader European growth. AliExpress must leverage Alibaba's resources to localize further.

Position and Business Model

The 3P model struggles to keep pace 🛒

AliExpress began with a 3P (third-party) marketplace model focused on affordability, similar to Allegro and Shopee. While this model enabled rapid scaling, it now faces pressure from Temu’s consignment approach, which gives platforms full control over logistics and delivery. Customer complaints about long delivery times and unclear returns have hurt AliExpress in competitive European markets like France and Italy.

Adapting with a consignment model 🔄

To compete with Temu, AliExpress introduced its “Choice” fully managed consignment model in 2022 and expanded across the US, UK, and Saudi Arabia in 2023. By handling logistics, it delivers faster and more reliable service, boosting trust. This pivot addresses complaints about inconsistent delivery in Europe. If expanded, the model could help AliExpress regain share in markets like Germany, where local players like Zalando dominate with efficient logistics.

Who shops on AliExpress? 🛍️