AliExpress Aims to Disrupt Amazon with New Tools for U.S. Sellers

NEW YORK, NY – November 11, 2025 – AliExpress, the global e-commerce giant owned by Alibaba, is making a bold push to gain a stronger foothold in the U.S. market. The company is significantly expanding its U.S. local seller program, dubbed AliExpressLocal, with a suite of new tools and integrations designed to lure American merchants away from established platforms like Amazon and eBay. This strategic move signals a growing competition in the e-commerce landscape and offers U.S. businesses a potential alternative with reduced fees and streamlined operations.

Challenging the E-commerce Giants

For years, Amazon has dominated the U.S. e-commerce market, commanding a substantial share of online retail sales. eBay remains a significant player, while platforms like Walmart and Shopify also vie for market share. AliExpress, traditionally known for direct-from-China goods, is now actively targeting U.S.-based sellers with a compelling value proposition: zero commission fees and integrated tools to simplify selling. This initiative, launched in October 2024 with AliExpressDirect, aims to attract merchants seeking a more cost-effective and efficient platform.

“The U.S. market is incredibly important to us, and we see a huge opportunity to support American businesses by providing them with the tools and resources they need to succeed online,” said a company spokesperson. “We believe our platform offers a unique combination of global reach and local support.”

According to recent data, AliExpress traffic to its U.S. domain soared to 24.2 million monthly average visits in 2023, showing a 290% increase year-over-year. The company has also seen a 358% jump in U.S. merchant participation from Q4 2024 to Q1 2025, indicating early adoption of its new initiatives.

From Marketplace to Integrated Platform

AliExpress’s strategy isn't just about lower fees; it's about transforming itself from a traditional marketplace into an integrated e-commerce platform. The company is investing heavily in tools and integrations that streamline operations for U.S. sellers, including an AI-powered image optimizer, a platform-native labeling service, and partnerships with established inventory and order management platforms like Quipt, StoreAutomator, and Linnworks.

“Sellers are constantly looking for ways to reduce costs and improve efficiency,” said an industry analyst. “AliExpress is clearly responding to that need by offering a more comprehensive solution that integrates all aspects of the selling process.”

The integration with Quipt, in particular, is designed to automate catalog and order management, reducing manual effort for sellers. “It allows sellers to manage listings, track inventory, and process orders and returns through a single dashboard,” said the CEO of Quipt. “Real-time data synchronization will be a game changer for many of our users.”

The company’s Labeling Service further enhances this integrated approach by providing a convenient way for sellers to create shipping labels, track shipments, and manage returns directly within the platform. This eliminates the need for third-party shipping solutions, potentially reducing costs and simplifying logistics.

Leveling the Playing Field for Small Businesses

Perhaps the most significant impact of AliExpress's strategy could be on small and medium-sized businesses (SMBs). With Amazon's fees and complex rules, many SMBs struggle to compete effectively. AliExpress's zero-commission model and integrated tools offer a potential lifeline, allowing SMBs to reach a wider audience without sacrificing profitability.

“For small businesses, every dollar counts,” said a seller who recently joined AliExpressLocal. “The zero-commission model is a huge advantage, and the integrated tools make it much easier to manage our operations. It's a refreshing change from dealing with the complexities of other platforms.”

The company’s Brand+ program further supports SMBs by providing co-marketing opportunities and increased visibility. Qualified brands can benefit from curated collections, in-platform promotion, and social media features, helping them build brand awareness and attract new customers. Several brands, including a tech accessories company and an apparel brand, have reported significant increases in sales and customer retention since joining the program.

While the success of AliExpress’s U.S. expansion remains to be seen, the company’s aggressive investment in its local seller program and its commitment to providing a more cost-effective and efficient platform signal a serious challenge to the dominance of Amazon and eBay. This shift in the landscape could ultimately benefit both American businesses and consumers, fostering greater competition and innovation in the e-commerce market.