Overview
Miravia is an online marketplace in Spain launched by China's Alibaba Group, aimed at mid-range to premium brands and younger, content-driven shoppers. It combines shopping with entertainment, such as influencer content, live shopping and virtual try-on, and gives brands their own customisable stores. For a beauty, fashion, lifestyle or consumer brand that wants to reach Spanish shoppers, Miravia is an alternative to Amazon.es with a different, more brand-led format.
Who is behind Miravia
Alibaba launched Miravia in Spain in December 2022. It is operated by Arise Operating E-commerce Private Limited, registered in Singapore, at the same address as Alibaba's Southeast Asian marketplace Lazada, and its team includes former Lazada and AliExpress staff. Miravia is led by Yann Fontaine. Alibaba created Miravia specifically for the Spanish market, as a showcase for Spanish and European brands as well as global ones, with a focus on categories such as beauty, fashion, personal care, electronics, food, baby products and health.
Closer ties with AliExpress
Alibaba is now bringing Miravia and AliExpress closer together in Spain. Under its "M2A" initiative, sellers on Miravia can activate their catalogue on AliExpress with one click. In 2026 Miravia's CEO also took on the role of Head of Europe Local for AliExpress, and Spanish trade media see this as a sign that Alibaba plans to combine the strengths of both platforms. Brands should follow how this develops.
What the shopper sees
Miravia offers free shipping on orders above a low threshold, free returns within 30 days, exclusive coupons, daily flash deals and weekly campaigns, along with content created by influencers and interactive features. Each brand's store has its own look and content.
How selling on Miravia works
- Brand stores. Brands can open Official Stores with freedom to design their store, create content, set prices and run promotions and loyalty programmes. Retailers can open marketplace stores.
- Fees. Miravia charges no setup or monthly fee. It charges a commission of about 5% to 15% per sale, depending on the product category.
- Delivered by Miravia. Miravia offers its own logistics service, which can simplify shipping in Spain.
- Strict handling times. Orders must be processed quickly, and Miravia may apply penalties for orders left unprocessed.
- Spain only. Miravia serves Spanish customers, with content in Spanish.
- Integration through the seller centre or multichannel tools such as ChannelEngine and Rithum.
What a brand should think about
- Content and influencer marketing are central to how Miravia sells.
- Margin after commission, promotions and coupons.
- Platform direction, given the closer integration with AliExpress.
Why Miravia matters for brands
Miravia gives brands a more branded, content-led environment in Spain than a classic marketplace, with low entry costs and support from Alibaba's technology and logistics.
How eBrands looks at Miravia
eBrands works with brands on marketplaces across Europe and North America. If you are thinking about Spain and want to see whether Miravia fits next to Amazon.es and other channels, we are happy to talk it through.
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