Aliexpress, Alibaba’s e-commerce platform that sells goods made in China to international customers, is on the hunt for over 100,000 content creators and influencers globally as the e-commerce titan tries to build up its influencer network worldwide.

Why it matters: Keen to expand beyond its home market, Alibaba has been using locally-tested innovations, either in business model or technology, to fuel its global expansion. It’s testing the country’s red-hot livestream e-commerce trend in the global market this time.

  • Livestream e-commerce gets really big in China where almost all tech majors jumped on board, from video apps Douyin, Kuaishou to Alibaba’s e-commerce rivals Pinduoduo and JD.
  • Alibaba’s leading the trend in China with its livestreaming unit Taobao Live.
  • Social commerce is attracting attention from global players such as Facebook.

Read more: How e-commerce and livestreaming became frenemies

Details: Newly launched “Aliexpress Connect” is a platform dedicated to content influencer campaigns.

  • The platform helps to pair influencers both with Aliexpress and brands that are selling through the marketplace.
  • Influencers can sign up with Aliexpress Connect through their Facebook, Instagram, Twitter, Tiktok, or Google accounts.

“As e-commerce continues to grow and ‘shoppertainment’ reshapes the landscape and changes the way people shop online, influencers and content creators are playing a more important role in driving retail transformation and e-commerce success.”

Wang Mingqiang, general manager of AliExpress.
  • Wang also sees this as an effort with social benefits, which is “a great source of job creation and income, especially during the Covid-19 crisis.”

Context: Launched in 2010, Aliexpress allow vendors in China to sell small quantities of goods to overseas shoppers at wholesale prices. 

  • Aliexpress is popular in Russia, the United States, Brazil, Spain, France, and Poland.

Emma Lee (Li Xin) was TechNode's e-commerce and new retail reporter until June 2022, when she moved to Sixth Tone to cover technology and consumption. Get in touch with her via or Twitter.