AliExpress Challenges Amazon with New European Fulfillment Network

Chinese e-commerce powerhouse AliExpress has officially launched its European fulfilment services under the “Local+” brand, marking a direct challenge to established players like Amazon, Temu, and Shein in the lucrative logistics market. The move promises to transform the shopping experience for millions of European consumers.

Strategic Investment in European Infrastructure

The platform has secured ten strategically positioned warehouses across three key European markets: Germany, Spain, and the United Kingdom. This significant investment represents a fundamental shift in the company’s strategy, moving away from its traditional reliance on direct shipping from China.

For European sellers who have been able to sell on AliExpress since 2022, this eliminates the need to handle logistics independently or through third-party providers. The new service allows them to completely outsource shipping and warehousing operations.

Seven-Day Delivery Becomes the New Standard

The Local+ service guarantees product delivery to European customers within seven days, representing a dramatic improvement over current delivery times from Asia. Sellers utilising this service will receive a special badge on their products, signalling fast delivery to customers.

Beyond faster shipping, AliExpress is also taking over complete returns handling, further simplifying the process for European shoppers.

Response to Competitive Pressure

The launch of fulfilment services isn’t coincidental. Competitor Temu began utilising local European warehouses in December 2024, enabling significantly reduced delivery times and gaining a competitive edge.

Amazon has dominated the market with similar services for years, while Shein is also investing heavily in European logistics infrastructure. AliExpress is essentially catching up to competitive delays.

Legislative Changes as a Catalyst

This decision comes as European legislation prepares for significant changes in import regulations. The duty-free threshold will be abolished by 2028 at the latest, increasing costs for imports from third countries.

The European Commission is also considering implementing an additional fee of approximately two euros for orders from countries outside the EU. These measures could significantly impact the competitiveness of Asian platforms lacking local infrastructure.

Benefits for Both Sellers and Customers

For European e-commerce sellers, the Local+ service opens new opportunities. They can leverage AliExpress’s extensive customer base without needing to invest in their logistics infrastructure. Simultaneously, they gain access to professional fulfilment services at the level of global players.

Customers benefit from:

• faster delivery
• simplified returns
• an overall improved shopping experience that approaches the standards they’re accustomed to from domestic online stores

Will AliExpress Local+ Succeed?

The success of the new service will depend on its efficiency and price competitiveness. AliExpress is entering a market where established players like Amazon already have a significant head start.

The key question is whether it can maintain its traditionally low prices while incorporating European fulfilment costs and whether it can earn the trust of European customers who expect fast and reliable delivery.

The Bottom Line

AliExpress’s European fulfilment launch represents a major shift in the competitive landscape, potentially forcing all major e-commerce platforms to accelerate their logistics investments to maintain market position.