Four key learnings from AliExpress’ ecommerce strategy

By Ben Sillitoe

Globally, ecommerce sales made up one-fifth of total retail sales in 2024 and totalled $6.33trn (£4.88trn), according to analyst group eMarketer.

The study suggested more than half of worldwide ecommerce sales in 2024 were from China, which equated for $3.23trn (£2.49trn) of sales alone.

The value of the global ecommerce market in 2010 was $570bn (£439.6bn), according to Statista, highlighting just how far digital shopping has come in 15 years. This is also the time period that China-based but globally active marketplace AliExpress has been in operation, meaning it has been at the forefront of significant growth in the sector.

Indeed, AliExpress’ history neatly reflects the wider growth in ecommerce since 2010. Just three years after the Alibaba-owned platform was formed it had expanded its user base to more than 200 countries and regions, as it took advantage of international demand for the combination of broad product ranges and digital shopping.

In total, AliExpress has attracted more than 150 million shoppers worldwide across multiple categories such as consumer electronics, fashion, and home & garden. In 2017, it established a local team in Europe, as this ecommerce market matured and international ecommerce growth took off.

Marketplace-minded consumers

Online marketplaces such as AliExpress are expected to gain a greater share of ecommerce sales in the coming years, fuelled by consumer demand for convenience, choice and competitive pricing. Research conducted by AliExpress, published July 2024, found that over half (51.41%) of UK respondents admitted to shopping from online marketplaces.

With pureplay marketplaces experiencing steady growth, traditional retailers such as Kroger and Macy’s in the US and B&Q and Decathlon in the UK and Europe are also expanding their own marketplace models to good effect.

It’s an ever-changing market, though, with Retail Week and Similarweb research published in December 2024 showing AliExpress catapulted into Brits’ most popular Black Friday shopping sites with an increase in visits year on year of over 140% during Cyber Weekend at the end of November. The additional presence of Amazon (first), eBay (second), Etsy (seventh) and Shein (15th) in the ranking, highlights the momentum behind marketplace models in the UK alone.

Sensor Tower’s State of Mobile 2025 report revealed AliExpress was the 5th most downloaded app by UK consumers in 2024.

Against this backdrop of increasingly digital shopping and growing interest from consumers in online marketplaces, we’ve picked out four key learnings from AliExpress’ 15 years of trading to provide a template for growth in the coming years.

Prioritise Value

As economic conditions fluctuate, consumers continue to prioritise value. The How They’ll Spend It report published by Retail Week in December 2024, found 73% of UK shoppers are worried about the high cost of living, while only 8% said they were increasing their spending going into 2025.

It’s a tough economic backdrop for retailers to be trading in, with the aforementioned study also revealing 72% of consumers typically wait for a special shopping event to make a purchase.

The UK economy shrank unexpectedly in January, with the Office for National Statistics reporting a 0.1% contraction. Food retail helped offset some of the declines in other sectors’ contribution, but that was largely down to people opting to eat in over dining out. A sure sign consumers were watching the pennies.

Retailers that don’t react to this cost-conscious shift, prioritising value and pricing with a customer-centric focus, will get left behind.

Examples of AliExpress displaying value come in the form of the ‘Big Save’ initiative – driving competitive pricing on technology and household products, as well as a ‘Shake & Win’ interactive feature that effectively gamifies the shopping process.

Throughout the Euro 2024 football championships, people were invited to participate in ‘Shake & Win’ via the AliExpress app. Each goal scored during a match opened the possibility of getting hold of exciting prizes and accessing a share of discount codes.

AliExpress also marked its 15th anniversary with a sale that involved discounts and special incentives.

AliExpress’ 2024 ‘Big Save’ initiative drove competitive pricing on technology and household products. Source: aliexpress.com

AliExpress marked its 15th anniversary with a special sale of up to 80% discounts. Source: AliExpress

Convenience remains key

Reliable, convenient ecommerce experiences are the name of the game in 2025.

In fact, while speed is important, 90% of shoppers are willing to wait a couple of days for deliveries if it means they can avoid shipping costs, according to research released by McKinsey & Co in February 2025.

The study suggests there is now an emphasis on reliability, with consumers often willing to trade off slightly slower delivery speeds for more assurance that packages will arrive at a designated time or, at least, in a promised delivery window. Flexibility when it comes to delivery options and returns is also sought after, the research finds.

It’s not easy for businesses to find the sweet spot where retailers’ operational needs and shoppers’ requirements are both met, largely because the greater the customer promise, the more strain it puts on a retailer’s own operations.

The cost of logistics has risen significantly since the pandemic, with Savills reporting the cost of global prime warehousing – including rent, taxes and service charge – increased by 1.7% between January and July 2024 and by 5.2% over the year to July. The annual growth one year before was at 9%, so while the rate of cost hikes is slowing, it is still moving in an upwards trajectory.

In addition, increased costs in fuel and utilities have exceeded overall inflation, adding further to the distribution burden facing retailers looking to up their ecommerce game. And that’s before we’ve even mentioned the tech and infrastructure investment required to modernise internally, with Next going into detail on such matters in January 2024.

In its 2023-24 results statement, Next highlighted how the previous five years involved a doubling of its software development expenditure (£104m in 2020/21 and an expected £216m in 2024/25) as it looked to create systems to generate additional revenues and cost savings such as new website functionality, overseas distribution hubs and warehouse automation. Next now expects that its annual spending on tech has peaked for the immediate future as the benefits of the modernisation are realised.

AliExpress has always placed value at the heart of its proposition, including via its ‘Choice’ service, which is located as a tab on the AliExpress homepage and at the front of its mobile app.

While a typical ecommerce model operates with a retailer 100% responsible for the logistics and customer service related to their merchant partners, and a marketplace generally acts as the customer conduit for a wholesale supplier, AliExpress’ ‘Choice’ is a hybrid of the two. It sources products straight from merchants and factories, shortening the supply chain so it can offer value for money to shoppers and takes care of customer acquisition, pricing, delivery and after-sales service, such as free delivery and returns.

The How They’ll Spend It report suggests paying for returns is a pain point for consumers, with 45% of respondents to the survey saying returns fees make them less likely to shop with a retailer. Boohoo, H&M and Zara are among the retailers to have placed fees on online returns in the last two years – a potentially risky strategy considering consumer sentiment towards it and the success of retailers that don’t charge such as Amazon and AliExpress.

AliExpress’ convenience strategy has evolved over time to provide increasing convenience to its customers, with local teams being placed in Europe in 2017 to better serve the continent and a comprehensive logistic network established in 2023 to improve cross-border delivery speed.

In September 2023, AliExpress customers in the UK, Spain, the Netherlands, Belgium and South Korea were given the chance to receive their online orders within seven days. This was supported by a joint initiative between Alibaba Group Holding’s international ecommerce platform and its Cainiao Smart Logistics Network.

This service was expanded to the US in March 2024, with AliExpress promising buyers a $1 coupon if an order is not delivered by the estimated delivery date or refunds if an item arrives 30 days after shipment.

AliExpress is now promising three-day delivery for local deliveries in Europe and seven-day delivery for cross-border shipments, highlighting its continued focus on convenience as key factor for promoting customer conversion.

Consider the changing market

Gen Z’s spending power is expected to grow to $12trn (£10.1trn) by 2030, according to a July 2024 report authored by NielsenIQ and GfK in collaboration with World Data Lab.

Ecommerce is a priority for this demographic. Research published by AliExpress in July 2024 found that Gen Z (56.13%) are hot on the heels of Millennials (56.22%) in terms of the proportion of their shopping being done online.

As both these studies note, this means this generation will have significant influence on the products manufacturers and retailers sell them in the coming years. It’s a stark reminder of the need for retailers to stay one step ahead and always consider emerging consumer trends.

By developing campaigns and interactive features targeting younger audiences, retailers can boost their bottom line. AliExpress has been adept at this over its 15 years in business.

In March 2024, the marketplace’s ‘It Girls by AliExpress’ campaign highlighted the platform’s diverse selections in fashion and accessories, featuring TV personality and former Love Island contestant Olivia Attwood. The initiative included livestream shopping hosted by dozens of influencers to engage UK consumers and leverage social media for brand interaction.

By developing campaigns and interactive features targeted at Millennials and Gen Z, AliExpress seeks to build deeper connections with younger audiences.

Research data suggests that up to 20% of all UK ecommerce sales by 2026 will involve livestreaming. Consequently, AliExpress partnered with Vogue Business last year, using this tactic in a move it said was to help customers make smarter shopping choices. Live streams with Attwood meant shoppers were able to get “closer to the products” and learn about curated ranges in an interactive manner, it explained.

Livestreaming has long been popular in China, and its influence on retail is now being felt in the west. Fashion retailer Zara started live shopping broadcasts in Europe and North America in 2024, following successful trials in China, with one campaign featuring supermodel Cindy Crawford and her daughter going about their day – but with viewers able to purchase the clothes they wore in real time.

According to Statista, consumers are positive about live commerce because it gives them exclusive discounts, inspiration and ideas, as well as the ability to make smarter, more informed purchase decisions. They see it as entertainment; a fun way to shop online.

Off the back of its success earlier in 2024, AliExpress launched a Singles Day livestream event in the UK in November with exclusive deals. On both its own app and its TikTok channel, AliExpress ran a four-hour broadcast showcasing a range of budget-friendly goods tempting people to treat themselves.

AliExpress UK general manager Bonnie Zhao said at the time: “We are committed to providing a seamless, fun shopping experience, especially during the busy festive period.”

According to eMarketer’s Gen Z Guide published in February 2024, Gen Z consumers have strong opinions about the world they live in and are known for their social responsibility, and dedication to social and political issues. They seek authenticity when it comes to brands and advertising. 

Brands need to listen – and AliExpress is. In an effort to give back to the community in its 15th anniversary year, the company is funding the planting of 10,000 trees from April 2025 in the North East Community Forest, through cooperation with Veritree.

UK influencer Georgie Diggins was part of AliExpress’ It Girls campaign

Alongside TV personality and former Love Island contestant Olivia Attwood

AliExpress launched a Singles Day livestream event in the UK in November 2024 with exclusive deals. Source: aliexpress.com

Go where shoppers are

Influences on brand discovery are increasingly vast – shopping doesn’t just happen in a bubble.

It means companies need to continue to get creative with how they get their message across. Retailer marketing departments are well aware of the need for a multichannel marketing approach, exemplified by M&S Food’s biggest ever campaign, which focused on its food provenance and ran for 18 weeks from April 2024 across TV, voice of customer, press, out of home, PR, digital and social. This was combined with in-store and CRM activity including messaging in store windows and car parks, in aisles and on shelves, as well as on its scan & shop devices.

But more and more in 2025, marketing creativity manifests itself in the form of new and sometimes unexpected brand partnerships. For example, in February, oat drink Oatly and coffee brand Nespresso launched a limited-edition coffee pod product exclusively for oat-based drinks.

As retail media continues to grow in the UK, with companies such as Deliveroo, JustEat, Tesco, Boots and Currys looking to drive revenue through more sophisticated ad platforms, one of the key opportunities for non-endemic brands is to follow the data and find spaces where they might not otherwise have taken their ad message.

A report published by AliExpress in July 2024, found that for 40% of Brits, online shopping made sports more accessible, with nearly a third stating that a summer of sports influenced their fashion choices. Two AliExpress campaigns stand out as well-thought-out ways the brand ensured it was where the customer is: its Paris 2024 Olympic Games and UEFA Euro 2024 sponsorship.

It was positioned as the worldwide top partner of the Olympic Games for ecommerce platform services. Under the “Find Your Sport” tagline, AliExpress launched the campaign ahead of the Paris 2024 Olympic Games and highlighted how it had sold more than 161 million sporting-related goods and enabled consumers to actively engage in sports over the previous five-year period.

Adapting to the audience, AliExpress showcased its message at a pop-up during the festival-style event and encouraged visitors to the booth to try out their sports skills on a skateboard-themed simulation.

Throughout June and July 2024, AliExpress’ sponsorship of UEFA Euro 2024 – which included a partnership with former England football captain David Beckham – elevated the company in front of a global audience, including the 5.4 billion people watching over television.

The partnership involved AliExpress connecting online consumers with football throughout the summer by offering fans a combination of discounts and deals on AliExpress Choice, as well as interactive games and competitions for the opportunity to win prizes such as match tickets.

Amidst a retail landscape shaped by shifting consumer behaviours and economic challenges, marketplaces, such as AliExpress, continue to thrive.

As we’ve explored, such success hinges on a commitment to delivering value, convenience and targeted audience engagement. And as the influential Gen Z consumer cohort comes of age, understanding and responding to emerging shopping trends will be imperative for retailers aiming to capture market share.

As AliExpress continues to innovate and engage consumers on a global scale, its evolution over the last 15 years presents compelling learnings for retailers to consider as they refine their ecommerce strategies in pursuit of sustainable growth.

Check out AliExpress’ great deals here, and register to be in touch with the AliExpress Global Seller team here.