AliExpress

AI model performance is positively correlated with the amount of data fed to it, and enterprises must continuously input business details to obtain more accurate AI outputs

During the full cycle of this year's overseas 618, brand transactions on AliExpress grew 90% year over year, the GMV penetration rate of Brand+ brands approached 40% on the first day, and 177 brands achieved more than 3x explosive growth compared with the March promotion.

Brand+ is an overseas business solution launched by AliExpress for brand owners, providing full-chain services from new product incubation and market promotion to daily business diagnosis, and is equipped with dedicated teams and country-specific localization strategies.

AliExpress has launched more than 20 AI product capabilities, covering product selection, promotion, business diagnosis, supply chain and product compliance, with service coverage spanning more than 200 countries and regions.

From January to July this year, the AI hardware category on the AliExpress platform grew 100% year over year in overseas sales, covering tracks such as embodied intelligent robots, cleaning robots, 3D printing and AR glasses.

The "Chinese Brands Global Growth Plan" covers three types of brands: Tmall KA brands, AI hardware brands and factory-type brands, with different support methods for each.

Rokid once placed the global exclusive debut of its AR Spatial glasses priced at $648 on AliExpress.

Localized traffic refers to a platform adopting strategies for traffic acquisition and distribution that are close to local user habits for different countries or regional markets, including local search engine optimization, regional social media placements, local influencer collaborations, and recommendation algorithms that fit the local language and culture.

Growing both the number of brands and brand GMV by 50% each year faces challenges: rapid brand expansion may dilute traffic and operational resources, and if GMV growth relies too heavily on top brands it runs counter to the original intent of branding.

AliExpress treats brand count as a core assessment metric alongside GMV, aiming to use supply-side brand density to drive demand-side quality growth rather than relying solely on subsidies or traffic tilting.

AliExpress has explicitly made branding a strategic core, marking a shift in the logic of cross-border e-commerce competition from light, small parcels and low-price competition to comprehensive competition in global fulfillment, local operations, branding, and compliance capabilities.

To support the double-50% growth target, AliExpress has identified four ongoing investments: global fulfillment, localized traffic, brand marketing, and compliance and AI capabilities.

AliExpress will use AI capabilities to expand into 66 new markets in regions such as Latin America, Southeast Asia, and Africa.

Brand trailing GMV refers to the total transaction value generated by a brand over the past 12 consecutive months; compared with calendar-year GMV it smooths out seasonal fluctuations and reflects a brand's recent real growth trend more promptly.

AliExpress announced its brand development goals for the next three years: the number of brands and rolling brand GMV will each grow 50% per year, and it will continue to invest in global fulfillment, localized traffic, brand marketing, compliance and AI capabilities, using AI to expand into 66 new markets in regions such as Latin America, Southeast Asia and Africa.

At the 2026 AliExpress Annual Summit and Double 11 Merchant Conference, AliExpress and Tmall jointly released the "Chinese Brands Global Growth Plan," announcing that they will allocate special funds to participate in angel-round financing of outstanding AI hardware brands, with the goal of incubating more than 100 AI hardware brands.

The desktop robot Reachy Mini, manufactured by Seeed Studio, went on global sale on AliExpress on March 16, earlier than on Amazon and independent sites, and all were in stock.

During this year's overseas 618, AliExpress for the first time built a live-streaming matrix of 100 top influencers, with more than 100 overseas influencers promoting more than 60 Brand+ brands in 14 countries.

For factory-type brands, AliExpress provides one-stop hosted services, with the goal of helping more than 1,000 factory brands achieve growth of more than 100% in scale.

AliExpress president Jingshi announced that over the next three years the platform will achieve 50% annual growth in both the number of brands and brand trailing GMV.