Over a third of Amazon customers have switched to AliExpress as increasing numbers of shoppers prioritise affordability and getting more value for their money.
This shift follows the launch of its Brand+ price-matching scheme, which reimburses shoppers on over 1,500 household brands, including Samsung, found on rivals’ platforms such as Amazon.
The findings underscore AliExpress’s growing appeal as a value-driven alternative, particularly amidst the ongoing cost-of-living squeeze.
A survey of over 1,500 respondents conducted by Censuswide found that more than one in three shoppers (34%) would choose AliExpress over Amazon specifically to find the best deals. This sentiment is reinforced by nearly one-third of those surveyed (29%) who believe AliExpress offers more affordable branded products compared to Amazon.
Reflecting its growth in this area, eight out of ten existing AliExpress customers describe the platform as ‘affordable,’ enabling them to get more for their money.
Cost-of-living squeeze drives consumer sentiment
These findings come at a time when the rising cost of living is a concern for many households. This pivot towards value is deeply intertwined with current economic pressures.
Almost half of consumers (47.5%) report feeling financially stressed, with nearly four in 10 (37.3%) actively planning to use online marketplaces to save money. Price is a critical factor for almost all shoppers, with 95% stating it’s a key determinant in their purchase decisions.
Bonnie Zhao, AliExpress UK’s General Manager, said: “The latest Censuswide study reveals a significant consumer shift, with nearly one-third of respondents believing AliExpress offers more affordable branded products than Amazon. This growing price sensitivity is evident as 34% of shoppers would specifically switch to AliExpress for better value, premium branded goods.”
The battle of affordability
AliExpress says that its efforts to position itself as a value-for-money marketplace are resonating with the public.
The platform recently launched Brand+, an initiative designed to elevate the shopping experience and simplify the online transactions for both sellers and buyers of branded products. To meet growing consumer demand for choice, AliExpress has expanded its marketplace to include over 1,500 household brands like Lenovo, Kodak, and Samsung through the Brand+ channel.
Zhao added: “It underscores the success of our strategic efforts, including our recent Brand+ initiative, to directly challenge Amazon. Our commitment to providing affordable access to a broader range of products is clearly meeting a critical consumer need.”
