AliExpress Unveils Overseas Double 11 Strategy: Multiple Increases in Traffic and Subsidies, Aiming for 25% Growth in Non-EU New Customers

【Ebrun Original】On October 19, the 2026 Alibaba AliExpress Annual Summit and Double 11 Seller Conference was held in Shenzhen. At the afternoon main forum of the summit, AliExpress's marketing head shared the core policies and tactics for this year's overseas Double 11. Compared with last year, this year's AliExpress overseas Double 11 starts earlier, and the preparation schedule is tighter. Double 11 will begin preheating on October 29, with official sales from November 1 to 18, and will enter the Black Friday cycle on November 19, continuing until December 3. According to the on-site introduction, traffic and subsidies are the two key words of this year's Double 11 policy. AliExpress has increased investment this year in traffic exposure, user subsidies, and seller incentives, and has also upgraded its strategies around brands, overseas hosting, and EU growth. Differentiated operating strategies have been set for different countries and different sellers. From users to sellers, from off-platform to on-platform, AliExpress has built comprehensive support for Double 11 business growth.

Online exposure is set to exceed 1 billion, with three major sector strategies upgraded simultaneously.

This year, AliExpress's platform strategy focuses on three aspects: all-media exposure, increased investment, and upgrades to three sector strategies. On the media side, AliExpress will continue to work with media across the ecosystem to secure the purchase of hundreds of millions of high-quality traffic. Online will focus on mindshare exposure, and related resources are also abundant. This year, it can work with more than 70,000 content creators, and online dissemination can cover more than 45 mainstream countries. Together with variety shows and TVCs, it is expected to achieve more than 1 billion online exposures. Offline, it will create an all-around event experience through outdoor advertising, multi-city tours, business district pop-ups, event sponsorships, and other methods. On the investment side, there are multiple increases this year. Code investment is up 20% year-on-year, with user investment as the top priority. Not only is related subsidy investment increasing simultaneously, but the plan is to achieve 25% year-on-year growth in non-EU new customers. Elite members, as existing users, can enjoy additional platform subsidies, and in new product promotion or seasonal discounts, investment is also up 20% compared with last year. In terms of strategy upgrades, this mainly involves three sectors: brands, overseas hosting, and the EU. AliExpress will release 100 super brands to promote platform-wide dissemination; overseas hosting will focus on warehouse shipping and local sites, with overall investment increasing by 20% year-on-year; due to European tax reform, this year's Double 11 AliExpress will use duty-free shops and tax reduction coupons to help sellers reduce the impact and strive to create a positive growth engine in the EU.

Differentiated operations in global markets, AI advertising capabilities improved.

For this major promotion, AliExpress has adopted differentiated tactics for different segmented country markets. Although advertising still focuses mainly on online exposure and offline event planning, specific tactics will be adapted to local conditions. For example, in Brazil, AliExpress will conduct bus tours, while in Mexico, it will cooperate with 25,000 convenience stores spread across street corners. For the more mature South Korean market, the focus will be on using interactive lotteries to drive consumption. In the detailed introduction of global market strategies, AliExpress's marketing head also revealed the key markets AliExpress is focusing on for Double 11. Among them, the Americas are regarded as this year's core growth engine, and Russia is also highly valued in the promotion investment strategy. The platform seeks to stimulate growth beyond media exposure through rebate cooperation in payment marketing. To ensure the effectiveness of traffic advertising, AliExpress is making efforts simultaneously through off-platform and on-platform channels. In terms of off-platform traffic, PPC advertising remains strong, up 30% year-on-year, but specific implementation has been optimized. The AI refined advertising capabilities of external platforms have been upgraded, with improvements in advertising efficiency and precision, and switching advertising strategies are also provided. In addition, in traffic channels such as affiliate marketing and deal site shopping guides, AliExpress has also established deeper cooperation. In terms of on-platform traffic, multiple AliExpress products have been upgraded and iterated. Not only has an AI intelligent advertising system been built, but the upgraded "One-Stop Promotion" is also being emphasized. According to the introduction, this product can uniformly coordinate high-quality traffic on and off the platform to maximize advertising results, and the cost-per-transaction payment standard also ensures that every investment is worthwhile. Code's AI capabilities have also improved, enabling precise distribution of benefits that attract users by country and by audience group. Interactive traffic is mainly obtained through coins and interactive games, and can provide independent channel resources. At present, more than 70% of sellers participate in the interactive traffic sector, attracting more than 10 million high-quality users.

Cross-border sellers face new assessments, with preparation focus divided by type.

In the upcoming major promotion, making increased benefits and upgraded experience go hand in hand is the main strategy for user growth. In addition to the already mentioned new customer subsidies and membership benefits, AliExpress will use stackable red packet benefits and tax reduction coupons to stimulate repeat purchases by existing customers. The more sellers concede to users, the greater their chance of receiving additional platform subsidies. In addition, this year AliExpress has new requirements for cross-border sellers. It will not only assess whether sellers' comprehensive experience damage rate is less than or equal to 40%, but also require that the SNAD dispute rate of products sold in the past 30 days be less than or equal to 3 times that of the category. It should be noted that different types of sellers do not enjoy exactly the same incentives and corresponding preparations during Double 11. AliExpress's marketing head introduced the key points that sellers under different models should focus on when preparing for Double 11. POP and warehouse shipping sellers should pay attention to the platform's increased SA (Super Seller) commission rebate incentive mechanism, under which sellers can enjoy a rebate of up to 12%. The HSC of European duty-free shops has expanded to 39, and slots for flow warehouses are also being expanded. Overseas hosting sellers will enjoy guaranteed support for new products, and can receive more subsidies by accepting price and traffic invitations. The platform also provides official warehousing and distribution services for such sellers. Core inventory sellers mainly involve brand inventory, IP inventory, and quality inventory. These three types of core inventory sellers can make arrangements in commercialized resource packages, accelerated new product launches, and background and product qualifications, respectively.

This article was first published on the official website of Ebrun.