In late May, AliExpress, the cross-border e-commerce platform owned by Alibaba, officially opened its doors to local German sellers for the first time, launching a dedicated “Local+” channel that emphasizes local fulfillment timeliness, with deliveries as fast as three days.
In addition, the platform has introduced several highly attractive support policies for newly onboarded German sellers, including dedicated store setup guidance, special subsidies worth billions, traffic resources both on and off the platform, and local logistics solutions.
Currently, brands such as Anker, Tineco, ECOVACS, Roborock, Realme, and Midea Cleaning have all joined the platform and prepared ample inventory for this year’s mid-year shopping festival “618.” According to internal sources, AliExpress Germany has maintained rapid growth since the beginning of this year, which has become a major factor attracting brand participation. In April, the global debut of Anker’s latest lawn mowing robot saw sales exceed USD 10,000 within just one week—on the Germany site alone.
Germany's e-commerce market has consistently ranked among the top in Europe. According to the data platform Statista, revenue from Germany's e-commerce market is expected to reach USD 107.85 billion by 2025, with a compound annual growth rate of 7.13% from 2025 to 2029. Germany’s large population base (approximately 84.71 million) and a high internet penetration rate of 95% provide a solid foundation for the development of e-commerce.
AliExpress had already shown signs of increasing its presence in Germany since last year. In 2024, AliExpress became the exclusive e-commerce partner of the UEFA European Championship held in Germany. Following that, the new CEO of German logistics giant Hermes visited Hangzhou to meet with AliExpress, focusing on optimizing logistics networks and enhancing localized services in the European market, especially within Germany. Industry insiders believe that with the addition of local sellers, AliExpress’s competitiveness in terms of pricing and logistics will improve significantly, posing a direct challenge to the local e-commerce landscape.
Founded in 2010, AliExpress is an international retail platform owned by Alibaba Group’s , committed to offering global consumers a wide variety of product choices. Through efficient logistics and payment systems, it aims to make shopping more convenient. Beyond Germany, AliExpress has expanded its business to more than 200 countries and regions worldwide, with key markets including the United States, Russia, Spain, France, and Brazil.