AliExpress stepped up its activity across several key markets in April and May 2026, including Brazil, Germany, Japan, Spain and South Korea. The company reported new logistics agreements, the development of local partnerships, stronger anti-counterfeit measures and changing consumer habits in different countries.
These steps show that AliExpress is trying to strengthen not only its price advantage, but also trust in the platform. For shoppers, this could mean faster delivery, clearer parcel tracking, more verified brands and a lower risk of coming across counterfeits.
- AliExpress reached an agreement with Correios to improve delivery in Brazil
- Priority market
- Infrastructure investment
- Expert assessment
- In Germany, AliExpress develops delivery through DHL and Hermes
- AliExpress says it is strengthening its fight against counterfeits
- Proactive protection
- How it works
- In Spain, shoppers increasingly value quality and reliability
- In South Korea, demand for wedding products from AliExpress has grown
- In Japan, AliExpress promotes itself through sports and local events
- Tour of Japan 2026 sponsorship
- Support for motorsport
- What this means for the market and shoppers
AliExpress reached an agreement with Correios to improve delivery in Brazil
One of the main developments was the signing of a Memorandum of Understanding between AliExpress and Correios, Brazil’s state postal service. The agreement covers logistics, technology, end-to-end parcel tracking and improvements to delivery at the final stage of the route.
Priority market
Brazil remains one of AliExpress’ main focuses in 2026.
Infrastructure investment
The platform is investing resources not only in marketing, but also in logistics infrastructure that directly affects the shopper experience: delivery speed, predictable statuses and the stability of the “last mile”.
Expert assessment
For Brazilian shoppers, this cooperation could make international orders significantly more predictable. At the same time, the practical effect will depend on how quickly AliExpress and Correios integrate the new technological solutions into real delivery operations.
In Germany, AliExpress develops delivery through DHL and Hermes
In Germany, AliExpress is expanding its logistics infrastructure through a multi-carrier model involving market leaders – DHL and Hermes. This approach should help sellers speed up logistics processes, reduce operating costs and improve the quality of customer support.
For the European market, this is a critically important direction. Modern shoppers in the EU expect marketplaces to provide a clear set of standards:
- Predictable and shorter delivery times.
- A clear and easy process for returning goods.
- Reliable communication with the seller and high-quality service.
AliExpress is effectively trying to position itself not only as a platform for cross-border shopping, but also as a reliable operational partner for local businesses. This is a strategic step that could help the platform compete more effectively with European marketplaces, where speed and service quality often matter no less than price.
AliExpress says it is strengthening its fight against counterfeits
The company paid separate attention to reputation policy and brand protection. Matthew Bassiur, Head of Global IP Protection at AliExpress, emphasized that counterfeiting remains a serious threat to shoppers, brands and the entire digital commerce sector.
Proactive protection
According to the company’s official data, 86% of removals of products that violate platform rules or intellectual property rights take place before the first sale.
How it works
This result was achieved thanks to the implementation of intelligent systems for automatically detecting risky listings, as well as close cooperation with rights holders and international law enforcement agencies.
For end shoppers, the fight against counterfeits has a purely practical meaning. Counterfeiting is not only a problem of losses for major brands, but also a direct risk for consumers to receive a low-quality product, an item without proper certification or a product with safety characteristics that do not match the description.
In Spain, shoppers increasingly value quality and reliability
AliExpress also recorded a noticeable shift in the mindset of Spanish consumers. According to statements by Eric Zhang, Head of AliExpress Europe, shoppers in Spain no longer focus exclusively on the lowest price. Quality, consistent reliability, seller transparency and brand authenticity are now coming to the forefront.
Against this backdrop, AliExpress is actively developing initiatives such as Marcas+, which help shoppers quickly find official and verified brands. For the platform, this is a tool for responding to the higher expectations of European audiences and a way to strengthen overall trust in its assortment.
This shift is important for the entire European online shopping segment. While the marketplace was previously perceived mainly as a place for spontaneous and cheap purchases, the company is now systematically emphasizing service quality and the predictability of every transaction.
In South Korea, demand for wedding products from AliExpress has grown
In South Korea, the platform recorded unusual but rapid growth in the wedding product category.
| Product category (South Korea) | Growth rate (spring 2026) | Comparison period |
|---|---|---|
| Wedding dresses | > 40% | Compared with the previous quarter (QoQ) |
| Wedding accessories (veils, ring boxes, baskets) | > 20% | Year over year (YoY) |
AliExpress links this trend to the macroeconomic phenomenon of “weddingflation” – a sharp rise in the cost of traditional wedding services, venues and related items within the country. Because of this, many young couples are switching to self-styled weddings: they create the style of the celebration themselves by buying dresses, decor and accessories on online marketplaces.
For the marketplace, this is a clear example of how local economic pressure transforms consumer behavior. Shoppers are looking not just for cheaper alternatives, but for a real opportunity to personalize an important event without excessive financial costs.
In Japan, AliExpress promotes itself through sports and local events
In the Japanese market, AliExpress chose a brand-building strategy based on integration into major sports events and engagement with niche communities.
Tour of Japan 2026 sponsorship
The company became an official sponsor of the well-known cycling race, which took place from May 24 to 31. As part of the event, AliExpress set up exhibition areas where it presented products from around 20 brands in the categories of cycling, outdoor activities and sports electronics.
Support for motorsport
The platform also supported the SHIBATIRE Racing Team, which secured two consecutive silver podium finishes at a prestigious round of the D1 Grand Prix drifting championship in Aichi Prefecture.
These partnerships help the brand build its local presence organically. Instead of direct aggressive advertising or discounts, AliExpress engages with specific audiences: cyclists, motorsport fans and outdoor enthusiasts, building their loyalty through shared interests.
What this means for the market and shoppers
AliExpress updates for April and May 2026 clearly show that the marketplace is systematically addressing its chronic “pain points”: long cross-border delivery, the risk of receiving counterfeits and inconsistent customer service quality.
Of course, these initiatives do not mean that all problems with logistics or product verification will disappear instantly in a single day. The real result for end consumers will still depend on the specific region, the integrity of an individual seller and the chosen logistics route.
However, the direction of Alibaba Group’s development is clear: the era of pure price dumping is fading, and AliExpress is now increasingly competing in service, institutional trust and deep localization.
