国际权威报告：阿里速卖通和Temu重塑全球跨境电商

The global e-commerce landscape saw a major shift in 2025, with the top three platforms by monthly visits reshuffled.

1. Global leaders: Amazon leads with 2.7 billion average monthly visits, followed by Temu and AliExpress in second and third place, according to We Are Social data from June-August 2025.

2. Market strategies: Temu is aggressively capturing market share through low-price tactics, while AliExpress is focusing on brand upgrades with its brand出海 (brand globalization) plan.

3. The rise of Chinese platforms is reshaping cross-border e-commerce, putting pressure on Amazon from both the budget and premium segments.

Real-world cases show that AliExpress has already helped some brands achieve higher sales than on Amazon, offering a replicable model.

Brand operators should pay attention to the marketing and pricing opportunities arising from platform strategies.

1. Brand marketing: AliExpress is doubling down on brand-focused initiatives, with its brand globalization plan already helping some brands outperform their Amazon sales, offering a new pathway for channel development.

2. Pricing and competition: Temu's low-price strategy intensifies price competition, signaling that brands must either adapt to price pressure or optimize their positioning on other platforms.

3. Consumer trends: The rise of Chinese platforms reflects a global shift in user behavior toward both budget-conscious and brand-oriented shopping, influencing product development directions.

Case studies from AliExpress and Temu suggest that brands should diversify their platform partnerships.

Sellers need to navigate the opportunities and risks presented by the changing e-commerce landscape.

1. Growth markets and opportunities: Temu and AliExpress entering the global top three by visits indicates the growth potential of emerging platforms; sellers can explore partnerships, such as joining brand programs.

2. Risks and responses: Amazon faces pressure from Temu's low prices and AliExpress's brand focus, highlighting the risks of over-reliance on a single platform.

3. New business models: AliExpress's upgraded brand program has successfully boosted brand sales, offering a learnable strategy; Temu's low-price approach provides a new sales model reference.

Case data reflects market dynamics, suggesting sellers adjust strategies to align with shifting consumer demands.

This report highlights evolving product design demands and e-commerce collaboration opportunities for factories.

1. Product design and production needs: Temu's low-price strategy signals demand for cost-effective, efficiently produced goods; AliExpress's brand focus points toward premium product design directions.

2. Business opportunities: The rise of Chinese platforms offers export avenues, such as participating in AliExpress's brand program for global expansion or supplying low-cost products to Temu.

3. Digitalization insights: Platform visit data underscores the importance of digital channels, encouraging factories to optimize e-commerce partnerships and streamline digital processes.

Case examples, like AliExpress's success, demonstrate practical potential.

Service providers should analyze industry trends to address client pain points.

1. Industry trends: Changes in the top three global e-commerce platforms by visits highlight the strong rise of Chinese players like Temu and AliExpress, with Temu's low-price approach and AliExpress's brand focus defining new directions.

2. Client pain points: Amazon's competitive pressure may create merchant concerns like channel instability; Temu's strategy reveals service needs under price competition.

3. Solutions: AliExpress's case, where brand sales surpassed Amazon's, can be refined into reference solutions for supporting clients.

Data insights encourage service providers to focus on trend analysis.

Platform operators must monitor competitor strategies and adapt their management approaches.

1. Competitor strategies: AliExpress's upgraded brand globalization plan has helped brands exceed Amazon sales, demonstrating new merchant acquisition and operational tactics; Temu is capturing market share with low prices.

2. Operational management and risk avoidance: Visit data (e.g., Amazon's 2.7 billion monthly visits) reveals market leadership risks, necessitating vigilance against competitive pressures like being squeezed from both sides.

3. Business demands: The rise of Chinese platforms reflects global demand for both affordability and branding, requiring platform operators to adjust merchant recruitment strategies to meet diverse needs.

Case data provides benchmarks for platform management.

Researchers can explore the industrial shifts and business model insights revealed in the report.

1. Industrial trends: Changes in the top three global e-commerce platforms indicate the rise of Chinese players Temu and AliExpress, creating competitive pressure on Amazon and suggesting industry restructuring.

2. Business models: Temu's aggressive low-price model and AliExpress's brand-focused strategy serve as innovative case studies, providing a basis for analysis.

3. Policy implications: Shifts in platform competition may call for policy support for cross-border e-commerce development, with case studies informing regulatory recommendations.

We Are Social data offers authoritative support for research.