AliExpress lures Aussies with anniversary deals

Uyen Duong

24th Mar 2026

E-commerce platform AliExpress, part of Alibaba Group, has launched its 16th anniversary sale as part of efforts to reposition the platform in the Australian market.

The move indicates a shift from a low-cost marketplace model towards a more curated platform model.

Recent research shows that Australian consumers are increasingly price- and promotion-driven in online shopping. Around 95 per cent actively seek discounts, 73 per cent compare prices across platforms before making a purchase and 32 per cent are willing to abandon transactions if discounts are not available. The trend reflects a focus on value relative to cost amid rising living expenses.

This environment creates conditions for platforms such as AliExpress. However, rather than competing solely on price, the company is shifting its focus towards a model centred on branded products offered through direct connections with manufacturers.

Alfy Zhang, country manager of AliExpress ANZ, said the campaign allows the platform to analyse consumer behaviour and adjust product assortment during peak shopping periods.

He said data analysis during promotional periods enables the platform to adjust its assortment based on demand.

“Brand+ allows us to meet these needs directly by connecting consumers with international brands and quality products at competitive prices,” he said.

From a strategy perspective, Brand+ plays a central role in the repositioning of AliExpress in developed markets such as Australia, by strengthening direct links between buyers and brands while reducing reliance on intermediaries.

The promotion began on March 16 and focuses on the Brand+ segment, with brands including Lenovo, Garmin, Nothing, OnePlus, Poco, Shimano, as well as GLiNet, DDPAI, Rockbros, Creality and MBoss. Offers include personalised promotions, time-limited discounts and curated product collections.

• Further reading: AliExpress emerges as Australia’s most downloaded shopping app.