AliExpress Brand+ Active Buyer Penetration Exceeds 30%

▤ Summary

Alibaba reported that AliExpress's Brand+ program achieved over 30% penetration among quarterly active buyers in FY2026 Q4, meaning about one in three global users bought a Brand+ product. The company said Brand+ further accelerated brand onboarding during the quarter. Launched in September 2025, Brand+ aims to help brands go overseas at roughly half the cost of Amazon and has become a primary export channel for many brands. The metric highlights growing traction for AliExpress's branded e-commerce strategy and its role in driving international sales.

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