What Are the Common Marketing Strategies Used by AliExpress?

What Are AliExpress's Marketing Strategies?

As an international e-commerce platform under Alibaba, AliExpress has rapidly risen to prominence globally in recent years, becoming one of the top choices for cross-border merchants looking to expand their overseas markets. To attract more users and boost sales, AliExpress has introduced various unique marketing strategies. These approaches not only help merchants optimize their operational efficiency but also significantly enhance the shopping experience for consumers.

Firstly, AliExpress places great emphasis on holiday promotional activities. For instance, during the annual Double Eleven period, AliExpress collaborates with global merchants to launch large-scale discount promotions. According to relevant data, during the 2025 AliExpress Double Eleven event, sales growth for multiple product categories exceeded 50%. Such large-scale promotions can stimulate consumer purchasing desires while effectively clearing inventory and creating more profit opportunities for merchants. Additionally, AliExpress uses social media and email to inform potential customers about upcoming events in advance, thereby expanding the influence of these activities.

Secondly, AliExpress leverages big data technology for precise marketing. By analyzing user behavior data, AliExpress can identify user preferences and recommend personalized products accordingly. For example, when a consumer frequently browses certain types of electronic products, AliExpress will prioritize sending related discount information or notifications about new product launches. This data-driven marketing approach not only improves the conversion rate of ad placements but also makes consumers feel valued by the platform, thus enhancing user loyalty.

AliExpress also pays particular attention to the needs of emerging markets. In regions such as Southeast Asia and the Middle East, AliExpress designs flexible payment solutions and logistics services based on local consumer habits and purchasing power. For instance, the platform supports installment payment options, making it easier for consumers to purchase high-value items. Meanwhile, its efficient cross-border logistics network ensures that goods reach buyers within a short timeframe. These measures greatly enhance user experience and attract more merchants from emerging markets to join the platform.

It is worth noting that AliExpress actively collaborates with influencers to host live streaming sales events. By inviting well-known bloggers or local influencers to showcase products, AliExpress successfully captures the attention of a large number of young consumers. This form of marketing is vivid and intuitive, quickly bridging the gap between brands and consumers, increasing product visibility, and fostering trust. Especially during the pandemic, live streaming became an important channel for driving sales.

In summary, AliExpress has built a comprehensive marketing system through holiday promotions, data-driven precision marketing, and differentiated services tailored to different markets. As the cross-border e-commerce industry continues to develop, AliExpress will continue to explore innovative marketing methods to assist merchants in achieving global layouts while meeting consumers' growing diverse needs.