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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.