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The Silent Takeover
Everyone’s been talking about Temu’s rise since its 2022 launch, but here’s what the headlines missed: AliExpress, the Chinese marketplace that’s been around since 2010, just executed one of the most impressive comebacks in e-commerce history.
After lingering in relative obscurity for over a decade, AliExpress revenues suddenly spiked in 2023. The platform didn’t just grow – it dominated, securing top-three positions across most European markets while competitors were busy watching Temu’s every move.
The Numbers Are Staggering
AliExpress has secured top-three positions in major European markets, with a confirmed second place in Spain where it generated $3.93 billion in 2024. The platform consistently ranks among the top 10 players across European markets, with particularly strong performance in Southern and Eastern Europe.
According to ECDB data, AliExpress performs strongly across various European markets, ranking particularly high in Spain and competing effectively with established players. Only in select markets like Germany and the UK does it face stronger competition from domestic players.
How They Pulled It Off
The secret was perfect timing. While Shein and Temu battled for headlines, they unknowingly paved the way for AliExpress’s success. These platforms increased consumer trust in Chinese e-commerce, normalising the idea of buying directly from China at lower prices.
AliExpress benefited from this groundwork without the marketing costs or consumer scepticism that early market entrants face. By the time European consumers were comfortable with Chinese platforms, AliExpress was positioned as the established, reliable alternative.
Beyond just consumer sales, AliExpress tapped into the dropshipping boom. Its rock-bottom prices left generous margins for resellers, creating a multiplier effect where every successful dropshipper became an unofficial platform ambassador.
What This Means
AliExpress’s success signals a fundamental shift in European consumer behaviour. Price sensitivity has reached new heights, and consumers are willing to wait longer for shipping in exchange for significant savings.
For traditional retailers, this presents both a challenge and an opportunity.
The challenge: competing with prices often 50% below European alternatives.
The opportunity: differentiating through service, quality assurance, and local fulfilment – areas where AliExpress still has room for improvement.
The e-commerce landscape just got more interesting, and AliExpress is no longer the platform you can afford to ignore.
