AliExpress Brand Pallets for EU August Promotion Surge 97% Year-on-Year

On August 28, it was reported that against the backdrop of multiple factors including the EU's implementation of a ?3 tariff on small parcels, the abolition of the tax exemption policy for goods under ?150, and DSA compliance adjustments that took effect on July 1, AliExpress' Brand product pallets in the EU market grew 97% year-on-year during its August promotion. Data from French price comparison platform Joko shows that among the "four major rising Chinese cross-border e-commerce players" operating overseas, Temu's orders have been hit hardest by the tariff policy, with sales dropping by roughly half. AliExpress and SHEIN, by contrast, have been relatively less affected thanks to their higher average order values, local warehouse networks, and well-established brand compliance systems. Against this backdrop, AliExpress continues to ramp up resource investment in its Brand channel, Super Brand Day events, and European overseas warehouses, while increasing the proportion of orders fulfilled from local warehouses in markets including Germany, France, Spain, Italy, and the Netherlands. These efforts are driving the platform's business model to gradually shift from a focus on low-value, small-item mass inventory to prioritizing branded goods, high-value consumption, and an integrated development approach combining brand building, compliance, and local fulfillment. This article was first published on the official website of Ebrun. 【Source: Ebrun Go, an automated writing robot developed by Ebrun that delivers real-time e-commerce industry intelligence through algorithms. This program is still in its early stages, and you are welcome to help it improve by contacting run@ebrun.com or leaving a comment.】