AliExpress tapped more than 100 creators across 14 countries in June to promote branded products

AliExpress showed in June that it is gradually moving away from being seen as a platform that competes only on low prices. The company is now pushing a model where content creators, live streams, local shopping habits and proof of brand trust all play a bigger role.

This can be seen across several areas: the launch of the Brand+ Creator Program in 14 countries, an offline activation in Warsaw, the arrival of Japanese restaurant chain Matsuya on the platform, and new data on sellers in Korea and shoppers in the UK.

AliExpress is promoting shopping through content creators

During the AliExpress Summer Sale, the platform worked with more than 100 creators across 14 countries, including the US, Spain and Brazil. The campaign was part of the Brand+ Global Creator Program.

Creators promoted branded products through interactive formats: live streams, real-time audience polls and long product-testing streams. For AliExpress, this is not just another marketing campaign. It is an attempt to change how people make buying decisions on the platform.

For a long time, price was often AliExpress’s main selling point. Now the platform is trying to add another factor: trust. Shoppers see products not only through photos and specifications on a product page, but in a live format where items are shown, tested and discussed.

Why this matters for a marketplace

Trust is one of the biggest challenges for international marketplaces. Shoppers may question product quality, whether reviews are real, what guarantees apply, or whether the product actually matches its description.

That is why creator-led shopping is a logical step. It shortens the distance between a brand and the buyer. When a product is shown by a creator whose audience already trusts them, the purchase can feel less risky.

In practice, AliExpress is trying to move from a “find it cheaper” model to a “discover a product you can trust” model. This matters for the platform because in branded product categories, low prices alone are no longer enough.

Pet lifestyle: AliExpress moves beyond the screen

One example of the new Brand+ strategy was an offline activation in Warsaw. AliExpress used a puppy yoga format to showcase products for pet owners not only through online advertising, but in a real-life setting.

This is a telling direction. The pet product category has long moved beyond purely practical purchases. For many shoppers, it is part of a lifestyle: care, comfort, emotions and daily routines with their pets.

That is why AliExpress is trying not just to sell pet products, but to place brands inside everyday consumer habits. This is closer to lifestyle marketing than a traditional sale campaign.

Matsuya opens a store on AliExpress

Another important step is the arrival of Japanese restaurant chain Matsuya on AliExpress. The company opened an official flagship store on the platform.

For AliExpress, this is its first partnership with a major restaurant brand in Japan. It also signals that the platform wants to expand into everyday consumption categories rather than limit itself to the usual marketplace goods.

This move could be important for AliExpress’s positioning in Japan. When a platform features not only unknown sellers, but also well-known local brands, it strengthens trust in the marketplace itself.

Korean sellers complain about costs but look for new growth channels

On the seller side, AliExpress is also trying to present itself not merely as a storefront, but as a platform with tools for growth.

According to a report by the Korea Federation of SMEs, 84.1% of e-commerce sellers consider platform costs burdensome. More than half of respondents also said that this pressure had increased compared with the previous year.

Against this backdrop, AliExpress points to Korean companies that improved their results with support from the platform.

Manager support and algorithms are becoming critical

Eungeon Korea received help from a dedicated manager with order processing and promotions. After that, the business reached stable monthly sales of more than $15,000.

Another example is For You Company, a filter manufacturer. The company recorded 127% year-over-year GMV growth after receiving help with the platform’s product visibility algorithms.

These cases show an important reality of modern marketplaces: simply being present on a platform no longer guarantees sales. Sellers need to understand algorithms, take part in promotions, present products properly and have access to support.

For small and medium-sized businesses, this can be both an opportunity and a risk. On the one hand, the platform gives them access to an international audience. On the other, sellers become dependent on rules, fees, algorithms and internal promotion mechanics.

Brazilians are buying tech for watching football at home

Consumer data from Brazil shows how strongly local events can influence demand. As football season began, shoppers became more interested in products that help recreate a home viewing experience for matches.

According to AliExpress data, searches for projectors in Brazil increased tenfold during the June Mega Sale. Demand also rose for speakers and headphones, including entry-level models.

Briza Bueno, General Manager of AliExpress Brazil, said football is an important driver of consumption in the country. According to her, the rise in projector demand shows that Brazilians do not just want to watch matches, but want to create a fuller viewing experience at home.

What this says about shopper behavior

Demand for projectors, speakers and headphones shows that shoppers are increasingly buying not just a device, but a complete use case. In this case, it is about watching football at home with something closer to a stadium or cinema experience.

It is also important that the increase was not limited to expensive devices, but included entry-level models as well. This means the trend is not limited to higher-income shoppers. People are looking for affordable ways to improve their home experience.

UK shoppers do not want to pay just for a logo

In the UK, AliExpress pointed to another consumer trend: a more critical attitude toward premium electronics.

According to a survey commissioned by AliExpress, UK consumers believe that more than a third of the price of premium electronics goes toward “logo and status” rather than real performance. Another 21% said they believe more than half of the price may be paid for the brand name alone.

This is an important signal for the electronics market. Shoppers are not necessarily rejecting brands, but they increasingly want to understand what exactly they are paying for: specifications, quality and warranty, or simply the name on the device.

A cheaper alternative still has to prove its quality

At the same time, UK shoppers are not ready to automatically trust unfamiliar brands. They need proof.

41% of respondents look for a high volume of reviews with ratings above 4.5 stars. Another 38% said UK-based warranties matter, while 35% pointed to money-back guarantees.

This means that for platforms like AliExpress, a low price on its own is no longer a strong enough argument. To persuade shoppers, platforms need to show social proof, clear guarantees and protection in case a purchase does not work out.

What this means

AliExpress is trying to solve an old problem: shoppers know the platform well as a place for low prices, but they do not always see it as a place for brands, guarantees and reliable purchases.

That is why the company is betting not only on discounts, but also on things that can reduce distrust: official stores, content creators, live product demonstrations, local campaigns and clearer guarantees.

For sellers, this is also a clear signal. Simply listing products on a marketplace is no longer enough. Sales increasingly depend on whether a brand can work with content, promotions, reviews and platform algorithms.

In the end, AliExpress is not giving up its main advantage: price. But the company is clearly trying to add another reason to buy — the feeling that both the product and the seller can be trusted.