AliExpress Launches 'Local-to-Local' Model in Australia, Allowing Domestic Businesses to Join

Ebrun Original: On June 15, AliExpress announced the official launch of its 'Local-to-Local' model in Australia. This initiative allows local businesses to directly join the platform, list and sell products, while managing their own inventory and order fulfillment. This move means Australian merchants can directly reach the consumer base covered by the platform without needing to establish a cross-border logistics network.

This adjustment aligns with the prevailing trend in the Australian e-commerce industry.

An increasing number of brands and retailers are opening their online platforms to local third-party sellers. In the Australian market, domestic enterprises like Country Road Group, David Jones, Myer, Big W, and Kmart have successively adopted similar practices. Among international platforms, Shein has also launched a corresponding third-party seller model, allowing external merchants to participate in sales.

Kit Yau, Director of Marketplace and Partner Relations at AliExpress, stated that the team is currently exploring ways to further strengthen local fulfillment capabilities and partner networks. However, the current focus remains on helping Australian businesses complete the onboarding process more conveniently.

She pointed out that Australia is a promising market, and the 'Local-to-Local' model is the next step in supporting local consumers and businesses. As cost-of-living pressures continue to impact consumer behavior, Australian consumers are increasingly focused on value for money, and local businesses are also seeking new ways to reach consumers to achieve growth beyond traditional sales channels.

Previously, AliExpress has launched similar localized operation models in Europe, South Korea, and Brazil. According to Yau, progress in these markets has been very smooth, with strong growth momentum.

As an e-commerce platform under Alibaba Group, AliExpress currently has a local team of about 10 people in Australia. Yau indicated that with the continued expansion of the 'Local-to-Local' model locally, the company expects to further enhance its market presence and increase investment in Australia in the future.

According to data from Semrush, in April 2026, AliExpress received 10.97 million website visits in Australia, slightly lower than Myer, which ranked first in website visits among Australian fashion retail sites with 12.04 million visits during the same period. Looking at the broader retail industry, Amazon Australia still holds the top spot for traffic, with users contributing 52.65 million visits that month, far exceeding Kmart's 28.23 million visits in second place.

Yau also mentioned that fashion and apparel products remain one of the strongest-performing categories globally for AliExpress.

Consumer demand is particularly strong for high-value fashion products, seasonal trendy items, and globally renowned brands, as they seek to maximize the value of their spending while having more choices. In the Australian market, the fashion category is also one of the most popular product categories on the platform, but consumer purchasing behavior shows cyclical fluctuations around major shopping festivals and promotional events.

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