AliExpress expands Brand+ as overseas AI hardware business doubles

AliExpress’s Brand+ program is not just a sales channel; it is a full-stack market entry service for Chinese brands. The platform reports Brand+ achieving over 50% sales penetration in 11 European countries by August. This includes Germany, France, and Poland. The strategy is critical as EU tax reforms pressure low-price, high-volume cross-border models. Branded goods with higher average order values absorb tariff costs better.

This shift positions AliExpress as a direct competitor to Amazon for Chinese brands seeking overseas expansion. Brands like Engwe and Anycubic, previously Amazon-centric, are now using AliExpress. The platform offers integrated marketing, AI tools for pricing and content, and expanded local warehousing in Europe. This reduces merchant costs by 10% in new German facilities.

The thing to watch is whether AliExpress can replicate its European Brand+ success in new markets like the US, South Korea, and Brazil. Its partnership with Germany’s Payback, a cashback platform with 35 million members, shows a commitment to local trust. The platform forecasts helping 2,000 Chinese brands double overseas business in 2026. This is a high bar.