速卖通在澳推出“本对本”模式 允许本土商家入驻

This article focuses on AliExpress's new "local-to-local" onboarding model for domestic merchants in Australia, with key takeaways summarized below:

1. Core model details: The new program allows Australian domestic businesses to open stores directly on AliExpress, list products, and manage inventory and order fulfillment in-house. It enables local merchants to reach all consumers on the platform without building a cross-border logistics network. AliExpress is currently prioritizing streamlining onboarding processes to make entry easier for domestic merchants.

2. Progress and background: This is not the first rollout of the model. AliExpress previously launched similar localized operations in Europe, South Korea and Brazil, where the model has advanced smoothly and delivered strong growth. Opening up onboarding to third-party local merchants has become a mainstream trend in Australia's e-commerce sector.

3. Current market data for Australia: In April 2026, AliExpress Australia recorded 10.97 million site visits, nearly matching the traffic of leading local retail platform Myer. Apparel and fashion is the most popular category on the Australian market, where consumers generally prioritize value for money amid cost-of-living pressures.

This article provides multi-faceted actionable insights for brands targeting the Australian market, as outlined below:

1. Consumption trends and user behavior: Against a backdrop of rising cost-of-living pressures in Australia, consumers increasingly prioritize value for money. Demand is strong for affordable fashion, seasonally trending products and well-known global brands, as shoppers seek to maximize value while accessing a wider range of choices. Purchasing activity in Australia fluctuates cyclically with major shopping festivals and promotional events.

2. New opportunities for channel expansion: AliExpress's local-to-local model offers brands an additional efficient channel to reach consumers. Domestic brands can access AliExpress's large user base and break through growth bottlenecks of traditional sales channels, without needing to build their own cross-border logistics networks.

3. Industry reference cases: Several leading local Australian players including Country Road Group and David Jones have already adopted similar open third-party onboarding models, and global player Shein has also launched a corresponding third-party seller program, offering valuable references for brands.

This article delivers multi-dimensional insights on opportunities and directions for sellers targeting the Australian market, detailed below:

1. New growth opportunities: AliExpress's local-to-local model in Australia allows domestic sellers to onboard directly, gain access to the platform's massive traffic without building a cross-border logistics network, helping them break through growth limits of traditional channels and unlock new room for expansion.

2. Product selection guidance: Australian consumers increasingly prioritize value for money due to cost-of-living pressures, and fashion is the top-performing category on AliExpress Australia. Demand is strong for affordable fashion and seasonally trending products, so sellers can adjust their product assortments to align with this demand.

3. Model viability and platform developments: The model has already been validated in markets including Europe, South Korea and Brazil, where it has delivered smooth progress and strong growth. AliExpress already has a local operation team in Australia and plans to increase investment for expansion. It is currently focusing on optimizing onboarding processes to lower entry barriers and simplify entry, making it a good timing for sellers to enter the market.

This article provides demand insights, opportunity analysis and strategic takeaways for factories targeting the Australian market, outlined below:

1. Production and design guidance: Amid cost-of-living pressures, Australian consumers increasingly favor high-value goods. Demand is particularly strong for affordable apparel, seasonally trending products and globally recognized brands. Factories can adjust their production and design strategies to match this market demand.

2. New business opportunities: AliExpress's local-to-local onboarding model in Australia opens up new channel opportunities for factories. Both factories supplying domestic brands and factories looking to launch their own brands overseas can onboard directly to reach local consumers and launch operations without complex cross-border logistics infrastructure.

3. Implications for digital globalization: AliExpress's rollout of localized operation models across multiple core markets including Europe, South Korea, Brazil and Australia confirms that e-commerce localization is a key growth direction for cross-border expansion. By advancing digital globalization and building localized sales channels, factories can capture the industry dividends from platform expansion.

This article provides insights on industry trends and customer demand for Australia-based e-commerce service providers, detailed below:

1. Industry development trends: Opening up third-party onboarding for local sellers has become a mainstream trend for platforms and leading local retailers in Australia's e-commerce sector, and cross-border e-commerce platforms are accelerating their localized layouts. AliExpress has already rolled out its localized model across multiple core global markets and will expand investment in Australia, driving continued growth in demand for local e-commerce services.

2. Key customer pain points: Most Australian domestic businesses are looking to expand into new growth channels to break through the bottlenecks of traditional channels. However, entry barriers for expanding into online channels were previously high: most local businesses lack the capability to build cross-border logistics infrastructure and lack an efficient path to reach mass consumers. This pain point creates market opportunities for service providers.

3. Specific business opportunities: AliExpress is currently exploring ways to strengthen local fulfillment capabilities and expand its partner network, which will generate substantial new demand for local fulfillment service providers, local operation service providers and recruitment service providers. Service providers can prepare and build partnerships early to capture industry growth opportunities.

This article provides insights on model references and competitive landscape for platform operators targeting overseas markets, outlined below:

1. Market demand fundamentals: Australian domestic businesses have strong demand for new sales channels to drive growth, while consumers increasingly prioritize value for money amid cost-of-living pressures and want access to a wider selection of affordable products. This creates solid market fundamentals for platforms to roll out localized onboarding models.

2. Reference for platform operations: AliExpress's local-to-local onboarding model has already validated its feasibility across multiple markets including Europe, South Korea and Brazil, where it has delivered strong growth. The model's core design is lowering entry barriers for local merchants, allowing them to manage inventory and fulfillment independently, and access the platform's traffic without building their own cross-border logistics infrastructure. AliExpress is currently prioritizing optimizing onboarding processes to improve convenience, making this a replicable approach for peer platforms.

3. Competitive landscape and risk warnings: In Australia's current e-commerce market, Amazon Australia still ranks first in traffic, followed by leading local retail giants including Kmart and Myer. AliExpress's current traffic has already approached the level of top local retail platforms, and it will increase investment in the market, which will further intensify market competition. Platforms need to prepare properly to mitigate competitive risks.

This article provides research insights on new industry developments and business models for cross-border e-commerce industry researchers, detailed below:

1. New industry developments: The global cross-border e-commerce industry is undergoing a shift: cross-border platforms are transitioning from the traditional cross-border selling model to localized operations. The local-to-local onboarding model has already been launched across multiple core markets including Europe, South Korea, Brazil and Australia, proving the model's replicability and marking a new development direction for the cross-border e-commerce industry.

2. Key features of the new business model: The model essentially leverages platforms' traffic advantages to lower entry barriers for local merchants, while improving consumer experience by tapping into local merchants' in-region fulfillment capabilities. It meets the dual demands of local merchants looking for new growth channels and consumers seeking cost-effective goods, and aligns with broader industry development trends.

3. Summary of industry context: Amid widespread cost-of-living pressures across multiple markets, consumer behavior has shifted toward prioritizing value for money. At the same time, most local retail businesses face growth bottlenecks in traditional channels and are seeking new paths to reach consumers. Leading Australian local retailers and global platforms have all rolled out similar models, confirming that this model represents a general industry development direction worthy of in-depth research.