Ge Long Hui·2026-01-30 13:17Core Insights - AliExpress, a cross-border e-commerce platform under Alibaba, ranks among the top 10 fastest-growing comprehensive platforms in several developed markets, including the US, UK, Germany, and Australia, due to its differentiated brand strategy and strong localization efforts [2][3]. Group 1: Performance Metrics - In the US, AliExpress experienced an 18.7% year-over-year increase in website traffic for 2025, making it one of the fastest-growing platforms and earning the title of "2025's big winner" in the US market [2]. - In Australia, AliExpress saw a remarkable 45.5% increase in annual website visits, ranking as the fastest-growing e-commerce platform and second overall in comprehensive rankings, just behind chatGPT [2]. - The UK market reported a 38.5% year-over-year growth in downloads of the AliExpress app, placing it third in the comprehensive app rankings [3]. - In Germany, website traffic for AliExpress grew by 34.5%, securing the fifth position in comprehensive rankings, surpassing competitors like Temu [3]. Group 2: Strategic Initiatives - The growth in these mature and competitive markets is attributed to AliExpress's shift towards a "branding + localization" strategy starting in 2024, which has allowed it to achieve double-digit user growth across these regions [3]. - The company has invested heavily in brand development, which has begun to encroach on Amazon's market share among mid-to-high-end merchants [3]. - In 2025, AliExpress launched the "Super Brand Going Global Plan," enabling brands to achieve higher sales at half the cost of Amazon, attracting over 50 leading brands, including Xiaomi and Honor [3]. Group 3: Market Trends - Recent market feedback indicates that relying solely on price competition is unsustainable for cross-border e-commerce, with platforms that offer stable logistics, clear after-sales rules, and strong brand power gaining consumer loyalty [3]. - Data from Sensor Tower shows that during Black Friday 2025, AliExpress's download numbers in Europe surpassed those of Amazon [4]. - A survey by AMZ123 revealed that 87% of Amazon sellers plan to use AliExpress as a secondary growth channel for brand expansion [4]. Group 4: Future Plans - In 2026, AliExpress plans to implement a "Overseas Hosting + Brand Going Global" strategy, focusing on core cross-border industrial belts in Zhejiang, Guangdong, and Henan, while continuing to recruit Chinese brand merchants and large Amazon sellers [5].