Neo Yang, Lead for AliExpress Brand+, noted that European shoppers are increasingly prioritizing seamless, high-end integration over simple price points. This shift is reflected in the platform's metrics: the Brand+ program has onboarded over 1,500 brands, achieving a 40% brand-led GMV penetration rate during recent mid-year sales cycles.

To sustain this momentum, the company is prioritizing localized infrastructure to ensure a frictionless consumer experience. In core markets like Spain, France, and Poland, local warehouse shipments now account for more than half of total sales volume. A new facility is currently under construction in Germany to further reduce delivery times and streamline return processes. At the Berlin event, the platform is showcasing a range of hardware partners, including Anycubic’s 3D printing solutions, Engwe’s electric mobility range, and MagicLab Robotics’ physical AI platforms, alongside proprietary Qwen smart eyewear.