February 2025 has been an eventful month for AliExpress Global, the international arm of the Chinese e-commerce giant, as it continues to expand its footprint and adapt to shifting market dynamics.
From strategic promotions to logistical enhancements, here’s a roundup of the major developments this month, along with commentary on their implications.
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1. Lunar New Year Sales Surge
AliExpress Global kicked off February with a massive Lunar New Year sale, capitalizing on the festive season celebrated across Asia and beyond. The platform rolled out deep discounts on electronics, fashion, and home goods, targeting shoppers in Southeast Asia, Europe, and North America. Early data suggests a 20% increase in sales compared to last year’s event, with standout categories including smart gadgets and traditional apparel.
2. Expansion of Cainiao Logistics Network
Mid-February saw AliExpress announce an expansion of its logistics arm, Cainiao, with new sorting centers opening in Poland and Brazil. This move aims to reduce delivery times, a persistent pain point for international customers. The company claims that shipping to Europe and Latin America could now take as little as 7-10 days for select items, down from the previous 15-20 day average.
3. Crackdown on Counterfeit Goods
On February 15, AliExpress Global introduced stricter seller verification processes in response to growing pressure from regulators in the EU and US over counterfeit products. The platform suspended over 1,000 merchant accounts suspected of selling fake designer goods and electronics, promising a “zero-tolerance” policy moving forward.
4. AI-Powered Shopping Features
AliExpress rolled out an AI-driven recommendation engine on February 20, designed to personalize product suggestions based on browsing history and real-time trends. The update also includes a chatbot to assist with customer inquiries in multiple languages, aiming to enhance the shopping experience.
5. Partnership with Local Brands in Southeast Asia
Late in the month, AliExpress Global inked deals with several Southeast Asian brands, including Thailand’s Mistine and Indonesia’s Wardah, to sell their cosmetics and skincare products exclusively on the platform. This follows a similar strategy in Latin America last year and signals a shift toward localized offerings.
Looking Ahead
February 2025 has showcased AliExpress Global’s ambition to refine its operations and broaden its appeal. While the platform continues to thrive on low prices and variety, its efforts to improve logistics, combat counterfeits, and embrace technology suggest a maturing strategy.
However, rising competition and regulatory scrutiny mean the road ahead won’t be easy. As March approaches, all eyes will be on how AliExpress sustains this momentum in an increasingly crowded e-commerce landscape.
