Among many cross-border e-commerce platforms, AliExpress is the only one with Chinese genes. Relying on the huge traffic and user base of Alibaba, AliExpress, which was established in 2010, started late but has developed rapidly. After its establishment, AliExpress, relying on its unique familiarity with Chinese merchants, attaches importance to the cultivation of seller groups while focusing on marketing promotion to the target market. It has attracted a large number of sellers to settle in through measures such as loose entry conditions and low commission rates.
At the strategic level, as a cross-border e-commerce platform that started late, AliExpress avoided the European and American markets that have an absolute advantage such as eBay and Amazon, and chose emerging market countries such as Brazil and Russia as the entry point. The differentiated market strategy has enabled AliExpress to grow rapidly, taking an important step in its development and winning a ticket to compete in the world’s e-commerce platforms. With the expansion of its own scale, AliExpress has been upgrading its consumer satisfaction service standards. In order to ensure that consumers can get satisfactory goods and services during the shopping process, the AliExpress platform has repeatedly modified and raised the threshold for sellers to settle in. At the same time, it has put forward strict requirements on sellers in terms of delivery timeliness and after-sales service level. The new service standards also play an important role in retaining consumers.
On the current AliExpress platform, consumers come from most countries and regions in the world, and AliExpress has become the leading e-commerce platform in many emerging market countries.