AliExpress

Nine dimensions merchants should review before joining:

Merchant snapshot

Inkundla ehamba phambili yokuwela imingcele ye-Alibaba, i-full-managed Choice yokwanda + i-semi-managed/Local+ yokwenziwa kwasendaweni, kufanelekile kubathengisi bochungechunge lokuhlinzekwa lwaseShayina nakubathengisi abanendawo yokugcina yase-EU; inhlawulo ye-DSA engu-€550M nentela yamaphasela engu-€3 kuhlela kabusha imodeli yokuthunyelwa ngqo, isithiyo sokuthobela imithetho sikhuphuke kakhulu.

Entry requirements

Uhlelo oluvuthiwe lokwamukela abathengisi luvulekele abathengisi baseShayina, kudingeka izimfanelo zebhizinisi; izithiyo zokungena zezinhlobo ezintathu zihlukile: i-full-managed Choice (umthengisi uhlinzeka, inkundla ibeka amanani/iyaphatha/iyagcwalisa, ifanelekile emifektri nakubathengisi abangenamandla okuphatha), i-semi-managed (umthengisi ubeka amanani futhi uyaphatha, inkundla iyagcwalisa, ifanelekile kubathengisi abanamandla okuphatha), i-Local+ (yethulwa ngo-2025, indawo yokugcina yase-EU + abathengisi basendaweni, ifanelekile kubathengisi abanesitoko saseYurophu). Kusukela ngo-2025 abathengisi base-UK bakhululwa emalini yokujoyina ukuze kwandiswe ukuhlinzekwa kwasendaweni; umbono wokuwela izifunda: eKorea i-AliExpress iyinkampani ehlangene (AliExpress Korea + Gmarket) (yaqala ngo-2025.10, ilawulwa ukugunyazwa okunemibandela kwe-KFTC), naseJaphan kunesiteshi, izimakethe ngazinye zinezinhlelo zokwamukela abathengisi nokuthobela imithetho ezizimele.

Fee structure

Ngaphansi kwemodeli ye-full-managed Choice inkundla ikhokhela ngentengo yokuhlinzeka, akukho umqondo wekhomishini wendabuko, kodwa indawo yenzuzo inqunywa ukubekwa kwamanani kwenkundla; i-semi-managed/ukuzip hatha kukhokhiswa ikhomishini yezigaba + imali yensiza yokuthengiselana: ngo-2025 i-AliExpress ihlela ukuhlukanisa ikhomishini ibe ikhomishini nemali yensiza yokuthengiselana, izinga lomali yensiza yokuthengiselana okwamanje lingu-2.5% (kubikwa yi-163.com, ngokomthombo osemthethweni), kusukela ngo-2025.8.1 ikhomishini yezigaba eziningi yakhushulwa (glosellers), amanani ezigaba ngqo ngokohlelo lwemali olusemthethweni (inkundla inikeza isibali sekhomishini). Kukhona nezimali zezikhangiso (i-zhitongche/ukukhushulwa), zokugcwaliseka (izokuthutha ze-Cainiao) nezendawo yokugcina ye-Local+.

Getting traffic

Isiteshi se-full-managed Choice sihlomula ekuthambekeni kwethrafikhi yenkundla (inkundla iphethe ukukhetha imikhiqizo nokubeka amanani, ukukhangisa okugxilile), siyisango elikhulu lokwanda; abathengisi be-semi-managed/Local+ bathola ithrafikhi yendawo enesisindo (isikhathi sendawo yokugcina sithuthukisa ukuguqulwa). Uhlelo lwezikhangiso (i-zhitongche ye-AliExpress, ukukhushulwa kwe-affiliate) luvuthiwe; ukubonakala kwethrafikhi yokuwela imingcele (i-ECDB GMV #4 eYurophu, i-CBCommerce #4 yokuwela imingcele) kuqinile kodwa ukukhula kwaseYurophu kwehla, inkundla iguqula isabelomali iye ekugcwalisekeni kwasendaweni nakubathengisi basendaweni.

Fulfilment & logistics

I-full-managed igcwaliseka ngokuphelele yinkundla (inethiwekhi ye-Cainiao, kugxilwe ekuthunyelweni ngqo kusuka eShayina); abathengisi be-semi-managed bagcwalisa isitoko endaweni yokugcina ekhethiwe yenkundla/endaweni yokugcina phesheya, inkundla iphethe ukulethwa kokugcina; i-Local+ (yethulwa ngo-2025) isekela indawo yokugcina yase-EU + abathengisi basendaweni, isikhathi siqhathaniswa nezinkundla zendawo; kusukela ngo-2026.7 intela yamaphasela amancane engu-€3/into yase-EU + ukukhanselwa kwemali engenantela engu-€150 kushaya imodeli yokuthunyelwa ngqo yaseShayina, imodeli yendawo yokugcina ye-Local+ izuza uma iqhathaniswa.

Payments & settlement

Abathengisi be-full-managed bakhokhelwa ngentengo yokuhlinzeka + isikhathi sokukhokhelwa (inkundla iqoqa imali, ibuyisela ndawonye); abathengisi be-semi-managed/abazip hatha bakhokhelwa ngemuva kokukhishwa kwezindleko kusukela kokuthengisiwe; isiteshi samazwe ngamazwe se-Alipay sisekela ukuthola izimali eziningi, umjikelezo wokukhokhelwa ngokomthombo osemthethweni.

Compliance

Ingcindezi yokuthobela imithetho inkulu kakhulu eYurophu: ngo-2026.7 i-DSA ye-EU yakhipha inhlawulo engu-€550M (cishe $629M, enkulu kunazo zonke emlandweni we-EU, yathola ukuthi inkundla ayizange ivimbele ukuthengiswa kwezimpahla ezingekho emthethweni/ezomgunyathi/ezingaphephile, euractiv/reuters) — ukuthengisa izimpahla zomgunyathi nokuphepha kwemikhiqizo kuyimigqa ebomvu engumgogodla; kudingeka kuthotyelwe i-VAT ye-EU (OSS) nokuqinisekiswa kwemikhiqizo (CE njll.). Intela yamaphasela engu-€3/into nokukhanselwa kwemali engenantela engu-€150 kuphakamisa izindleko zokuthunyelwa ngqo, ukwenziwa kwasendaweni eYurophu (Local+) kuba yisixazululo esihle kokubili ekuthoteleni imithetho nasezindlekweni. Ukuwela izifunda: inkampani ehlangene yaseKorea iboshwe yimibandela yokuhlanganiswa kwedatha ye-KFTC, iJaphan neBrazil zinezidingo zazo zokulawula.

Key risks

1) Inhlawulo ye-DSA engu-€550M nokucindezela okuqhubekayo kokuphepha kwemikhiqizo/ukulawula izimpahla zomgunyathi e-EU, izindleko zokuthobela imithetho ezikhulayo zidla inzuzo yamanani aphansi; 2) ngo-2026.7 intela yamaphasela engu-€3/into + ukukhanselwa kwemali engenantela engu-€150 kushaya imodeli yokuthunyelwa ngqo, ukukhula kwehla (irekhodi le-CBCommerce lokuwela imingcele lehla kusuka ku-#1 kuya ku-#4, yeqiwa i-Temu); 3) umncintiswano onzima esigabeni samanani aphansi: ne-Temu/Shein zishaywa yintela yamaphasela nezinhlawulo, impi yamanani ishisekile; 4) okuguquguqukayo kokulawulwa kokuwela izifunda (imibandela ye-KFTC yaseKorea, izinqubomgomo zentela yaseJaphan/eBrazil) kwandisa ubunkimbinkimbi bokuthobela imithetho ezimakethe eziningi.

Best-fit sellers

Kufanelekile: abathengisi bochungechunge lokuhlinzekwa lwaseShayina (imifektri/abahwebi) ukuthi bandise ngaphandle kokusebenza ngohlelo lwe-full-managed Choice, labo abanamandla endawo yokugcina yase-EU/inhlangano yasendaweni bangasebenzisa i-Local+ ukuthola ithrafikhi yendawo nenzuzo yokuthobela imithetho; abathengisi bokwanda abazwelayo entengweni, nezigaba eziningi (izinto ze-elektroniki, zasekhaya, ifashini). Akufanelekile: abathengisi abafuna ukukhokhiswa okwengeziwe kwebrendi (ingcindezi yomqondo wamanani aphansi nokulawula izimpahla zomgunyathi, ayikho indawo yokusebenzisa isitolo esikhulu sebrendi), nabathengisi abancane abangakwazi ukuthwala izindleko zokuthobela imithetho yase-EU nokwenziwa kwasendaweni.

Sources

research/sections/eu_platforms.md 3.2.6; 各地区电商平台Top5深度研究报告.md 第3章; 各地区电商平台优劣势对比与深度分析报告.md 第4章、第7章; https://www.euractiv.com/news/eu-fines-aliexpress-e550-million-over-illegal-products/; https://www.reuters.com/world/aliexpress-hit-with-629-million-eu-fine-over-sales-illegal-counterfeit-products-2026-07-20/; https://www.theguardian.com/world/2026/jun/29/eu-introduces-customs-charge-on-small-parcels-to-curb-cheap-chinese-imports; https://www.163.com/dy/article/JOP31UIS05118A6A.html; https://glosellers.com/newsflash/24356.html; https://www.cbcommerce.eu/blog/2025/10/16/sixth-edition-of-the-top-100-cross-border-marketplaces-europe-report-european-cross-border-e-commerce-reaches-new-heights/

I-AliExpress ivela ohlwini lwe-Top-5 lwezifunda ezingu-2: i-Europe, i-Korea.

• IYurophu（#6）：Ifulegi le-Alibaba eliwela umngcele; yethule ukugcwaliseka kwasendaweni kwe-'Local+' ngo-2025
• iNingizimu Korea（#3）：Intengo ephansi ye-cross-border (AliExpress) + imakethe evulekile yendawo (Gmarket); ingcindezi evela 'kumadragoni amathathu aseChina'

Inombolo ngayinye ithathwe embikweni we-Top-5 nasekuHlolweni kwemithombo yaleso sifunda. Akukho ukuguqulwa kwezifunda noma izilinganiso ezintsha: