AliExpress

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AliExpress (Alibaba Group), "AliExpress 2024.svg", Public domain, via Wikimedia Commons

Overview

Alibaba's cross-border B2C marketplace for overseas consumers, launched in 2010.

Business type: Cross-border retail
Operating model: B2C
Platform ownership: Alibaba Group (China)
Served audience: Overseas consumers and small cross-border sellers.
Main markets: Multiple markets worldwide.
Website: https://www.aliexpress.com
Updated: 2026-10-20

Official website

Platform descriptions come from companies' public statements and are for identification only, not a ranking.

Keep the four locations separate

Platform ownership

Alibaba Group (China)

Merchant location

Chinese and global sellers

Sourcing location

Mainly China

Consumer location

Overseas consumers

Core features and operating model

Core features

Cross-border retail, platform promotions, logistics options and buyer protection.

Operating model

The platform matches buyers and sellers, who set prices; it organises traffic, payments and some logistics options.

Revenue and responsibility

Revenue logic (conceptual)

Transaction commissions, advertising and value-added services (conceptual).

Seller responsibilities

Listings, pricing, stock, shipping, after-sales and destination compliance.

Transaction roles

Start with the transacting parties, whether the platform owns goods, and who handles acquisition and fulfilment.

Transacting parties

Seller ↔ overseas consumer.

Platform role

Cross-border retail marketplace and transaction services.

Supply relationship

Sellers organise supply; the platform does not own the goods.

Acquisition responsibility

Seller advertising combined with platform traffic.

Fulfilment responsibility

Sellers ship or use platform logistics options.

Teaching cases

Merchant-to-consumer sales

A merchant selling to overseas consumers

Related courses and terms

Related courses

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Policies and fees

Platform policies, fees, site availability and market coverage change; the page avoids permanent claims and users should check the latest official notice.