On November 11, 2025, AliExpress didn’t just tweak its U.S. seller program — it rebuilt it from the inside out. At a packed event in Los Angeles, Jackie Lee, Head of Partnership and Business Development at AliExpress U.S., rolled out a suite of tools designed to make life easier for American merchants who’ve long seen the platform as a dumping ground for cheap imports. This wasn’t a minor update. It was a declaration: AliExpress wants to be the home for U.S. brands that refuse to sacrifice control for scale.
Two Paths, One Goal: Empowering Sellers
The revamped program now offers two distinct models — and both are free to try for three months. The AliExpressLocal Marketplace is for the do-it-yourself crowd: sellers who want full control over pricing, marketing, and even minimum advertised price (MAP) policies. They get access to real-time sales data, tools to craft personalized post-purchase emails, and the freedom to tweak listings without waiting for approval. Meanwhile, AliExpressLocal Direct is the concierge option — AliExpress handles marketing, merchandising, and even customer service, all at no extra cost. Both include a 1:1 onboarding session and shop launch support, something many sellers say they’ve never gotten from bigger platforms.
AI, Automation, and the End of Manual Labor
Here’s the twist: AliExpress isn’t asking sellers to learn a new system. It’s making the old one vanish. The new AI-enabled image generator cuts hours off product photo prep — no more hiring photographers or wrestling with lighting setups. The AliExpress Labeling Service lets sellers print shipping labels and manage returns directly on the platform, eliminating third-party apps and double-entry errors. And then there’s the integration network. New middleware partner Quipt joins Linnworks and StoreAutomator as approved ISVs, letting sellers sync inventory, adjust prices, and track orders across platforms with a single click. One seller told me, "I used to spend two hours a day just updating stock across three apps. Now it’s automatic. I got my mornings back."
Brand+ Is the Secret Weapon
Here’s what most analysts missed: AliExpress knows Americans don’t trust it. For years, shoppers associated the platform with 99-cent phone chargers shipped from overseas, slow delivery, and sketchy returns. So they built Brand+ — a curated, high-visibility channel that spotlights vetted U.S.-based brands. Think of it as a mini Amazon Brand Registry, but with more personality. Selected sellers get social media features, PR outreach, and prominent placement in search results labeled "Trusted U.S. Brand." It’s not just about sales — it’s about perception. "We’re not trying to be Amazon," Lee said. "We’re trying to be the place where American brands feel seen."
Who’s Already Winning?
BorderX Lab, a California-based e-commerce tech firm, jumped on the AliExpressLocal Marketplace model right away. CEO Albert Shen said they used the AliExpress Open API to upload over 12,000 product listings in under 72 hours. "The flexibility was the draw," Shen said. "But the real win? Knowing AliExpress handles returns and customer service for us. We focus on product development. They handle the noise."
Why This Matters Beyond the Platform
This isn’t just about AliExpress growing its U.S. footprint. It’s about reshaping the entire e-commerce power dynamic. While Amazon tightens its grip and Temu burns cash on discounts, AliExpress is betting on operational elegance. According to Alertify, a European analytics firm, the platform’s strategy is "automation where it counts, optionality in fulfillment, and a stage to tell your brand story." That’s a stark contrast to the race-to-the-bottom pricing wars. For small U.S. brands facing tariff swings, warehouse shortages, and skeptical customers, this is the first time a global giant has offered them a lifeline — not a lock-in.
What’s Next? The Seller Summit
AliExpress isn’t stopping here. On April 3, 2025, it will host the AI-Powered E-Commerce Seller SummitLos Angeles — a full-day event aimed at teaching U.S. merchants how to use these new tools to their full potential. Expect deep dives into AI inventory forecasting, how to optimize for Brand+ visibility, and panels with sellers who’ve already doubled their conversion rates.
The Bigger Picture
Think back to 2010, when AliExpress launched as a B2B offshoot of Alibaba. Back then, it was for wholesalers buying in bulk from China. Today, it’s becoming a platform where American entrepreneurs sell directly to global customers — and get the tools to do it without losing their brand soul. The 15th anniversary isn’t just a milestone. It’s a pivot point. And for the first time, U.S. sellers aren’t just participants. They’re partners.
Frequently Asked Questions
How does the AliExpressLocal Marketplace differ from Amazon Handmade or Etsy?
Unlike Amazon Handmade or Etsy, which charge listing fees and take a percentage of sales, AliExpressLocal Marketplace offers a free three-month trial with no upfront costs. Sellers retain full control over pricing and marketing, and benefit from AliExpress’s global traffic — over 100 million monthly active users in North America alone. It’s not a niche craft platform; it’s a global retail engine with U.S. brand credibility built in.
Who qualifies for the Brand+ channel?
Only U.S.-registered businesses with verified business licenses, product liability insurance, and a track record of customer satisfaction can apply. AliExpress vets each brand for authenticity, product quality, and compliance with U.S. safety standards. Selected brands get featured in dedicated landing pages, Instagram takeovers, and email campaigns reaching over 8 million U.S. subscribers.
Can small businesses with under 100 products join?
Absolutely. Unlike Amazon’s seller tiers that favor volume, AliExpressLocal welcomes micro-merchants. One seller with just 47 SKUs launched in October 2024 and hit $18,000 in sales by January 2025 using Brand+ and the AI image tool. The platform rewards relevance over volume — a rare advantage for indie brands.
What happens after the three-month free trial?
After the trial, sellers pay a 5% transaction fee on sales — lower than Etsy’s 6.5% and comparable to Amazon’s 8-15% depending on category. There are no monthly subscription fees, listing fees, or hidden charges. The AI tools, labeling service, and ISV integrations remain free for all active sellers, regardless of plan.
Is AliExpress competing with Shopify?
Not directly. AliExpress doesn’t offer website builders or domain hosting. Instead, it’s a sales channel — like selling on eBay or Walmart Marketplace. But by integrating with Shopify via ISVs like Linnworks, it lets Shopify merchants expand their reach without abandoning their existing tech stack. Think of it as a powerful distribution layer, not a replacement.
Why now? What changed in 2025?
Consumer trust in cross-border shopping has shifted. Post-pandemic, U.S. buyers are more open to international brands — as long as they’re transparent. AliExpress saw this trend and responded with local verification, U.S.-based customer service, and brand storytelling tools. It’s no longer just about price. It’s about proof — and the new tools deliver that proof at scale.
Anoop Singh
November 29, 2025 AT 07:41Bro this is actually wild - AliExpress finally got it? No more 3-month shipping and mystery chargers? I’ve been waiting for this since 2020. The AI image tool alone could save me 20 hours a week. I’m signing up tomorrow.
Omkar Salunkhe
November 29, 2025 AT 14:23lol u guys really think this isnt just a rebrand for chinese factories with fake 'us brand' stickers? Brand+? More like Brand+Fake. They still ship from guangzhou. And 5% fee? Thats just a warmup before they jack it to 15%. Wait for it.
raja kumar
November 30, 2025 AT 05:33As someone who runs a small handmade candle business in Bangalore, I’ve watched this space for years. What stands out is how AliExpress is finally treating sellers like partners not inventory. The no-listing-fee model is rare. And the AI tools? They’re not magic but they’re real. If you’re a micro-merchant, this is the first global platform that doesn’t demand you become a logistics expert just to survive.
Sumit Prakash Gupta
November 30, 2025 AT 14:09Let’s talk leverage. This is a paradigm shift in omnichannel orchestration. AliExpress is deploying hyper-automated fulfillment stacks with embedded ISV integrations - think real-time inventory sync across Shopify, WooCommerce, and BigCommerce. The Brand+ channel? That’s not just visibility - it’s trust-as-a-service. This isn’t e-commerce. This is brand enablement at scale. If you’re not leveraging this in Q2, you’re leaving revenue on the table.