AliExpress - The Basics: How It Works, When to Use It, and Tips

AliExpress is a website where consumers can directly buy products, mostly in small quantities, from sellers in China and other countries. The platform was launched in 2010 by Alibaba Group to enable Chinese companies and individuals to sell internationally in smaller volumes.

The website most similar to AliExpress is eBay – both in product range and in the origin of goods. Around 70% of goods on eBay are estimated to come from China, Hong Kong, or Taiwan, and it's similar on AliExpress, where a large share of sellers are from China. The main difference for buyers is that PayPal is not always available on AliExpress; in most countries and for most sellers, the main payment methods are bank cards and Alipay, while PayPal is only available in certain countries and for certain sellers.

In the meantime, AliExpress has become one of the most popular e‑commerce sites worldwide. The platform is part of Alibaba Group, formerly owned by Jack Ma, a former English teacher who founded Alibaba Group in 1999. Based in Hangzhou, Alibaba Group is a massive Chinese e‑commerce company that was first the leading B2C platform on its home market with Taobao, and then launched AliExpress so Chinese sellers could directly sell to foreign consumers.

AliExpress is a B2C (Business to Consumer) e‑commerce website aimed at the rest of the world, and it gives Chinese individuals and companies the opportunity to sell their products directly to foreign consumers. Unlike Alibaba.com, which is primarily B2B and designed for bulk orders, AliExpress focuses on individual orders and smaller quantities.

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What is AliExpress and how it works

AliExpress works as a B2C e‑commerce platform for buyers outside China. Only third parties (stores, brands, smaller traders) sell on it, while Alibaba Group itself provides the platform, payments, infrastructure, and buyer protection system.

The idea of the site is to give end customers direct access to the source – Chinese manufacturers and traders – at prices that are often lower than in local shops or even on other international platforms. That's why AliExpress has been one of the most visited online shopping sites for many years in many countries, especially in Russia, Brazil, the US, and EU countries.

On AliExpress, buyers do not contact factories directly or negotiate specifications like on Alibaba.com. Products are bought "as is" – with the description, photos, and price already set on the page. That means AliExpress is ideal for:

• browsing for small quantities, single pieces, and small batches,
• testing products before larger orders,
• buying for personal use without complex negotiations.

Origin, differences from eBay, and relationship with Alibaba.com

AliExpress was launched in 2010 as part of Alibaba Group, which was founded in 1999 by Jack Ma. The platform was designed as a "gateway" for Chinese sellers to reach the international market, but for small quantities and end consumers, not for large orders.

The website most similar to AliExpress is eBay:

• in product range (electronics, fashion, home appliances, accessories, toys, etc.),
• in origin of goods (largely from China, Hong Kong, Taiwan),
• in buying method (single products, fixed prices, little negotiation).

A significant difference for buyers is payment:

• On eBay, PayPal is available in most countries as the main payment option.
• On AliExpress, PayPal is not available in most countries; the main methods are cards and Alipay, while PayPal exists only in certain countries and for certain sellers.

The relationship with Alibaba.com is even more important:

• Alibaba.com is a B2B platform, designed for bulk orders, direct work with factories, customized products, private labels, and negotiating specifications.
• AliExpress is a B2C platform, designed for individual orders, buying "as is", without major customization and without direct negotiation with factories.

That's why AliExpress is often the "test phase": buyers buy small quantities, test the product, check quality and delivery, and then move to Alibaba.com for larger orders.

Buyers and sellers on AliExpress

If you're looking for cheap individual-item shopping, AliExpress is one of the first places you'll find. The platform is used by consumers from different countries and different budgets – from developed markets to poorer regions – precisely because prices are often significantly lower than local ones.

Sellers on AliExpress are companies or individuals selling goods to international buyers. Although AliExpress is a Chinese site, it's interesting that domestic buyers in China do not normally buy through it; they use a separate platform called Taobao. On the other hand, for foreign buyers, AliExpress is a "window" into the Chinese market, with an interface adapted to different languages and currencies.

Opening a store on AliExpress is mostly reserved for Chinese companies or companies registered in countries supported by AliExpress, so most sellers are based in China. Each store has its own ID and profile, but compared to Alibaba.com, fewer business details are available – so it's important to pay attention to:

• seller rating (e.g. 4.5+, 4.7+),
• number of orders and reviews,
• (whether the seller has "Top Brand", "Choice", or other badges),
• product description, photos, and buyer reviews with images.

AliExpress reminds buyers to make payments only through their platform, not directly to sellers, so they can apply the buyer protection system (Buyer Protection). If you're not satisfied with the product, service, or delivery time, you can open a dispute and request a refund, but the process can sometimes be slow and requires patience and complete documentation.

Statistics, growth, and most visited markets

According to publicly available data, AliExpress has had tens of millions of active users for many years and is among the most visited e‑commerce sites in several countries. Older statistics mention figures of over 150 million registered users and several hundred million monthly visits, and Russia and Brazil are traditionally among the largest markets.

According to various sources, the most visited markets for AliExpress are:

• Russia – traditionally one of the largest markets, with a large number of buyers and often the fastest delivery,
• Brazil – large number of buyers, but often longer delivery times and customs procedures,
• US and EU countries – large number of buyers, development of brands and stores, but also more customs and regulatory requirements.

For you as a buyer, more important than the numbers themselves is that AliExpress has developed an extensive support system, multiple versions of the site in different languages, and many logistics partners, which explains why it can offer very low prices and free or cheap delivery for a large number of products.

Who AliExpress is for

While Alibaba.com is mainly for bulk buying, AliExpress is focused on small quantities – as an individual or small business, you can buy single pieces or small batches of products. That makes it suitable for:

• end consumers who want cheaper products for personal use,
• small resellers who test products before larger purchases,
• business owners who do a "market test" before serious importing.

Unlike classic B2B buying, on AliExpress products are mostly bought "as is", without major possibilities for customization according to your specifications, branding, or special requirements. If you need your own brand, specific packaging, or a customized product, a more logical choice is Alibaba.com and direct work with factories.

Although prices on AliExpress are low compared to most local markets, they will almost always be higher than if you order larger quantities directly from suppliers on Alibaba. Also, on AliExpress you cannot "normally" ask for a free sample – you buy a finished product and wait for delivery.

Shipping, delivery times, and package tracking

Almost all goods bought on AliExpress are shipped from China or from warehouses Chinese sellers have opened abroad (e.g. EU warehouses). That means delivery time is in the best case several weeks: approximately 15 to 60 days, depending on shipping method, country, and whether the package goes via local postal services or couriers.

In practice, with regular postal service delivery time is often around 20–25 days, while faster options (AliExpress Standard Shipping, ePacket, couriers like DHL, FedEx, UPS) can arrive earlier, but usually at a slightly higher price. It's important that during ordering you pay attention to:

• estimated delivery time shown by AliExpress,
• whether the seller ships from China or from an EU warehouse,
• whether the shipment has tracking and which postal service/courier is responsible,
• whether delivery is marked as "free" or "paid", and what that exactly means (e.g. free delivery, but with slower postal service).

After shipping, you can track the package using the tracking number the seller shows on the order page. For many countries (e.g. Serbia, EU, US), tracking can be followed via the local postal service or courier, not only via AliExpress.

Payment, currencies, and conversion

AliExpress supports multiple payment methods, but in practice the most commonly used are:

• bank cards (credit and debit),
• Alipay as an "umbrella" payment system,
• in some countries and for certain sellers: PayPal, local e‑wallets, bank payments, or other local options.

Since you pay in the currency shown by AliExpress (most often US dollar or euro), and your bank charges in dinars or another local currency, it's important to pay attention to:

• currency conversion rate,
• bank fees for conversion,
• whether your card supports international transactions and online payments.

That's why some buyers choose to use special cards or fintech services (e.g. multi-currency accounts) to reduce conversion costs and be sure the transaction will be accepted.

Promotion, advertising, and store setup

AliExpress offers a range of tools that sellers can use to promote their products to buyers, including:

• keyword advertising to make products more visible in search results,
• "My Keywords" tool for estimating keyword performance and optimizing product listings,
• online promotional campaigns for new sellers,
• offering discounts and coupons to buyers,
• promoting key products via product showcase,
• setting up your own online store on AliExpress (storefront).

Sellers can create their own store with their own branding, logo, description, and product list, which allows buyers to more easily find all products from that seller and build long-term reputation.

Risks and what to watch when buying

AliExpress can be a useful platform, but it carries risk, especially if you buy independently without experience. Before you start buying, make sure you're aware of these risks and drawbacks:

Competition and prices

AliExpress is located in a region known for producing and selling cheap mass-consumer goods. In some cases, it's simply not possible for your business to compete with prices offered by other suppliers, especially Chinese manufacturers with high production capacity.

Product and quality

On AliExpress, products are bought "as is", which means:

• you cannot ask for customized specifications,
• you cannot ask for a free sample,
• quality can vary between sellers and even between orders.

That's why it's important to:

• read buyer reviews (especially with images),
• check the number of orders and seller rating,
• verify whether the product has badges like "Top Brand", "Choice", or similar.

Delivery time and customs

Delivery time can be from 15 to 60 days, and in some cases even longer, especially if the package goes via regular postal service or through countries with complex customs procedures. In addition, for many countries (e.g. Serbia, EU, etc.), there are customs requirements and possible duties that the buyer needs to take into account.

Payment and conversion

If you pay in dollars or euros, and your bank charges you in dinars, pay attention to the rate and fees. Some buyers can lose additional percentages on conversion if they don't use appropriate cards or services.

Buying tips and additional resources

Before any purchase, we recommend that you first get familiar with the buyer protection system on AliExpress. This includes:

• time limits for opening a dispute,
• what to do if the package is delayed or hasn't arrived,
• how to prove something is wrong with the product (photos, video),
• how refunds and reimbursement work.

Detailed instructions about online shopping (costs of customs duties, which cards are used for payment, generally everything about online shopping) can be found on the Škola internet kupovine website, which deals exactly with this topic.

If you plan more serious buying, importing, or reselling, it's often more profitable:

• to test the product on AliExpress (small quantities),
• then move to Alibaba.com for larger orders,
• work directly with factories and negotiate specifications, branding, and samples.

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Frequently asked questions

Is AliExpress safe for buying?

AliExpress has a buyer protection system (Buyer Protection), but it only works if you pay through the platform and respect the time limits for opening a dispute. The key is to choose sellers with good ratings, a large number of orders, and realistic product descriptions.

How long does delivery from AliExpress take?

Typical delivery time is from around 15 to 60 days, depending on shipping method, country, and whether the package goes via regular postal service or a courier. In practice, with regular postal service, shipments often arrive in about 20–25 days.

Can I pay with PayPal on AliExpress?

The main payment methods are cards and Alipay, while PayPal is only available in certain countries and for certain sellers. If PayPal is important to you, check before buying whether it's listed as an option on the product page.

Can I get a free sample from AliExpress?

On AliExpress, you mostly buy finished products in small quantities, and free samples are not a common practice. If you want samples or customized products, buying via Alibaba.com directly from the manufacturer is more suitable.

When is it better to use AliExpress, and when Alibaba?

AliExpress is a better choice for small quantities and testing products, while Alibaba.com is more suitable for larger orders, private labels, and direct work with factories. If you plan serious importing, it's often more profitable to move from AliExpress to Alibaba after the test phase.

More articles on Alibaba and AliExpress

If you want to move from an overview of the Alibaba ecosystem to concrete steps, experiences, and safe buying, check out these articles:

Overview

• Alibaba Group
  Overview of the Alibaba ecosystem: Alibaba.com (B2B), AliExpress, 1688, Taobao, Tmall, and key differences.
• Alibaba – pros and cons
  Advantages, risks, and when Alibaba is the best solution for your business.

Buying and safety

• How to buy from Alibaba
  Step‑by‑step: registration, search, communication, samples, negotiation, ordering, and payment.
• Tips for safe buying on Alibaba
  How to protect yourself: Trade Assurance, supplier verification, red flags, and pre‑shipment inspection.
• Red flags when buying on Alibaba
  The most common pitfalls, companies disappearing from the platform, and how not to lose your goods and money.
• Creating a Request for Quotation (RFQ)
  How to write a good RFQ, filter quotes, and compare multiple suppliers at once.
• Alibaba experiences
  Our Alibaba experience as buyers and why we don't use it.
• Selling on Alibaba – an inside look
  If you want to see how Alibaba looks from the seller's side, read about our experience on Alibaba.

AliExpress

• AliExpress – basics
  How AliExpress works, when to use it instead of Alibaba, and how to test products in small quantities.
• AliExpress buyer protection
  Buyer Protection, opening a dispute, refunds, and tips for safe buying.

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