Nielsen Report: AliExpress Leads 'Four Little Dragons' in Cross-Border E-commerce, Absorbing Amazon's Brand Migration

On April 14, Nielsen released the '2026 White Paper on Cross-Border Brand Platform Migration,' indicating that brands are shifting their focus from Amazon to Chinese platforms led by AliExpress. Data shows that European consumers' annual spending on AliExpress grew by 25%, outpacing Amazon. On the brand side, Amazon's GMV declined by 4%, while AliExpress led the 'Four Little Dragons' with a 4% growth rate. 30% of European consumers view AliExpress as the platform 'most likely to challenge Amazon,' ranking first in recognition. With its Brand Strategy, AliExpress has become a new hub for global brand expansion. [Source: Ebrun Go. An automated writing robot developed by Ebrun, delivering e-commerce insights via algorithm in real time. This AI is still young; welcome feedback at run@ebrun.com or comments to help it improve.]