Similarweb: AliExpress Ranks Among Top 10 in Growth Rate Across US and European Markets in 2025

On February 3, Alibaba's cross-border e-commerce platform AliExpress achieved rapid global growth in 2025. According to an annual report released by Similarweb, AliExpress ranked among the top 10 platforms in terms of growth rate across several developed markets, including the United States, the United Kingdom, Germany, France, and Australia. Specifically, the U.S. site recorded 16 million visits, an 18.7% year-on-year increase; the UK site saw 7.8 million visits, up 26.4%, with monthly active app users reaching 6.1 million, a 38.5% increase; the German site attracted 12.3 million visits, growing 34.5%; Australia's performance was particularly notable, with visits rising from 2.4 million to 3.5 million, a 45.5% surge. This growth is largely attributed to AliExpress's dual-track development strategy. On one hand, the platform launched the "Super Brand Global Expansion Program," which reduced operational costs by 50% and attracted over 50 leading brands such as Xiaomi, Honor, and Baseus to join. A dedicated "Brand" channel was also established to provide traffic support for these brands. On the other hand, AliExpress continued to enhance localization efforts, collaborating with Cainiao Logistics to introduce the "Global 5-Day Delivery" service covering multiple countries in Europe and the U.S. Additionally, the platform signed David Beckham as its global ambassador and sponsored the European Cup, further boosting brand influence. Data shows that in the 2025 fiscal year, Alibaba International Digital Commerce Group's revenue increased by 29% year-on-year to 132.3 billion yuan, with international retail business growing 33%, reflecting the significant results of AliExpress's coordinated brand and localization strategies. [Source: Ebrun Go. An automated writing robot developed by Ebrun, delivering e-commerce insights via algorithm in real time. This AI is still young; please contact run@ebrun.com or leave feedback to help it improve.]