Koen van Gelder
Team Lead E-commerce
AliExpress - statistics & facts
Alibaba founder Jack Ma traveled to America in the 1990s, and there, he stumbled upon a futuristic gray box he had never seen before. His American friend showed him the computer, and Ma was convinced – this “internet thing” was going to change the world. 30 years later, AliExpress – Alibaba’s international brand- is among the top online marketplaces in the United States and beyond. AliExpress operates as a pure online marketplace, connecting mostly Chinese sellers to global buyers. Compared to other brands within the Alibaba Group, AliExpress has a clear Business-to-Consumer (B2C) focus. The storefront was launched in 2010, as an international extension to Alibaba’s domestic brands Tmall and Taobao.
AliExpress can be regarded as the pioneer of Chinese cross-border e-commerce. Its low prices and wide range of products have made it a popular destination for price-minded consumers. However, the company’s success has also inspired strong Chinese competition, which may be able to put a dent in AliExpress’ market share.
A generalist marketplace
In its 15 years of operations, AliExpress has grown to become one of the most diverse online marketplaces globally. The company’s multifariousness can be measured in two ways. Firstly, AliExpress sellers offer a wide catalog of products, from apparel to electronics and even food. When we look at the sales share of different product segments, fashion stands out, making up over 30 percent of the Gross Merchandise Volume (GMV) on AliExpress in 2023. Secondly, AliExpress is a truly global e-tailer, catering to virtually every market outside of China. Perhaps unsurprisingly, the United States was responsible for the highest share of AliExpress’ GMV in 2023, with nearly 20 percent of the company’s transaction volume. This strategy of growth in every direction has proven extraordinarily successful for the Alibaba Group. The parent company’s international commerce segment, of which AliExpress constitutes the main part, has grown more than twenty-fold in the past decade.Success does not go unnoticed
Where one e-commerce player finds major success, others often follow swiftly. In the case of AliExpress, this is no different. Recent years have seen the rapid rise of several other Chinese e-commerce players in Western markets, most notably Shein and Temu. Shein, the ultra-fast fashion e-tailer, has found success with its ability to offer trending fashion for very low prices. On a global scale, Shein has become the most popular fashion website in terms of traffic. Alibaba’s other big cross-border competitor, Temu, is the newest kid on the block. Although the website and shopping apps were first launched in 2022, Temu already became the leading shopping app worldwide just one year later.AliExpress can be regarded as the pioneer of Chinese cross-border e-commerce. Its low prices and wide range of products have made it a popular destination for price-minded consumers. However, the company’s success has also inspired strong Chinese competition, which may be able to put a dent in AliExpress’ market share.
