Overview
AliExpress is a global online marketplace owned by China's Alibaba Group. It connects sellers, mostly based in China, with shoppers around the world, and it is especially popular in European countries such as Spain, France, Poland and the Netherlands. For a brand, AliExpress is mainly a low-price, cross-border marketplace, and also a strong competitor to keep an eye on.
Who is behind AliExpress
AliExpress was launched by Alibaba Group in 2010 as a cross-border marketplace. It works on a marketplace model: sellers list products, and buyers order them through the website or app. Over time it has added faster delivery options, local warehouses and programmes for local European sellers in some countries.
AliExpress in Europe and the DSA
AliExpress is designated a Very Large Online Platform under the EU's Digital Services Act (DSA). On 20.07.2026 the European Commission fined AliExpress EUR 550 million, the highest DSA fine so far, for failing to adequately assess and reduce the risks of illegal, unsafe and counterfeit products being sold on the platform. The Commission found, among other things, that sanctions against repeat-offending sellers were not effective. AliExpress must present a plan to fix these issues or risk further penalties. The number of low-value parcels sent into the EU has also grown sharply, which is pushing the EU to tighten customs rules.
What a brand should think about
- Price competition. AliExpress is built around very low prices, which can make it hard for a brand with higher costs to compete.
- Brand protection. Brands should monitor AliExpress for counterfeits and unauthorised sellers, and use its intellectual property reporting tools.
- Local seller options. In some European countries, local businesses can sell on AliExpress, but the audience expects low prices and long-tail choice.
- Compliance. EU product safety and consumer rules apply to everything sold to EU customers.
Why AliExpress matters for brands
Even for brands that don't sell there, AliExpress shapes price expectations in many categories and is a source of counterfeit and copycat products. Understanding it helps brands plan pricing and protect their products.
How eBrands looks at AliExpress
eBrands works with brands on marketplaces across Europe and North America, including protecting brands against infringing listings. If you want to talk through how AliExpress affects your market, we are happy to help.
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