AliExpress lures UK shoppers from Amazon with prices

AliExpress has cited new consumer research suggesting a growing share of UK shoppers are choosing the marketplace over Amazon on price, as households remain sensitive to the cost of living.

In a Censuswide study of more than 1,500 nationally representative UK respondents, 34% said they would use AliExpress for the best deals. In a separate Censuswide survey of 503 UK adults, 29% said AliExpress offers more affordable branded products than Amazon.

AliExpress described the findings as evidence that it is gaining traction as a lower-cost destination for online shopping, including branded goods. It is one of several large marketplaces competing for UK consumers, as price comparison has become routine.

Price Pressure

The research also pointed to broader financial strain. In a survey of more than 1,500 respondents, 47.5% reported feeling financially stressed, and 37.3% planned to use online marketplaces to save money.

Price remained a dominant factor in purchase decisions. In a survey of 503 UK consumers, 95% said price was a key determinant of their purchase decisions.

Bonnie Zhao, AliExpress UK's general manager, linked the findings to a stronger focus on value among shoppers.

"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," said Zhao.

Brand Push

AliExpress has been broadening its pitch beyond low-cost unbranded goods. It recently launched Brand+, which it describes as an initiative focused on branded products and on simplifying transactions for buyers and sellers.

Through Brand+, the marketplace now includes more than 1,500 household brands, including Lenovo, Kodak and Samsung.

Brand+ also reflects a wider shift among marketplaces to attract established brands and reassure buyers on product choice and reliability. In the UK, this has increased the focus on product presentation and seller management.

AliExpress has also introduced a price-matching program for selected products. Shoppers can receive a refund of the difference if they find the same item cheaper on certain rival platforms, including Amazon and eBay, within seven days of purchase.

AliExpress has positioned the policy to underscore affordability as consumers increasingly check multiple sites before buying. For marketplaces, price matching can also help retain shoppers by reducing the risk that they browse on one platform and buy on another.

Zhao said the research supports the company's approach and its push to compete more directly with larger rivals.

"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," said Zhao.

AliExpress launched in 2010 and operates as part of Alibaba International Digital Commerce Group. It serves consumers in more than 200 countries and regions and is available in multiple languages.

Censuswide conducted the surveys across different UK samples and time periods. They included a nationally representative poll of more than 1,500 respondents; a separate survey of 503 adults, including at least 250 who shop on AliExpress or Amazon; and a survey of 1,500 UK consumers who have shopped on AliExpress.

AliExpress is expected to continue expanding its branded inventory and refining its value messaging as it competes for UK shoppers who increasingly prioritise price across both everyday and higher-ticket categories.