GMV increases by over 50%—What is AliExpress doing right in Brazil?

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Author | Huang Yu

After continuously ramping up investment in the blue ocean market of Brazil, AliExpress, Alibaba’s cross-border e-commerce platform, is now entering a period of harvest.

According to Wallstreetcn, in the recently concluded AliExpress overseas 618 promotion, AliExpress Brazil’s overall GMV grew by over 50% compared to the March 28 promotion; among them, GMV of medium- and large-sized items pre-stocked in local overseas warehouses and priced above $50 grew by more than 70%; meanwhile, brand transaction penetration rate broke through 50% for the first time, reaching a record high.

Behind these figures is not just a promotional performance report, but also a reflection of changing competition logic in cross-border e-commerce: in the past, competition was about low prices and traffic, but now the battle is about fulfillment capability, brand strength, and localization operations.

In recent years, AliExpress has focused on local shipping in Latin American markets, including Brazil. Thanks to efficient fulfillment capabilities of overseas warehouses, merchants can effectively shorten delivery times and increase consumers’ willingness to purchase.

According to Wallstreetcn, starting June 2025, AliExpress has increased its support for merchants using Brazilian overseas warehouses.

In May 2026, within the “2026 Cross-Border Key Markets Growth Plan,” AliExpress listed Latin America alongside the U.S. and South Korea as core markets for comprehensive expansion, seeking more certainty in global trade growth for cross-border merchants with massive investments and policy benefits.

In the same month, AliExpress signed a Memorandum of Understanding (MOU) with Brazil Post, planning deeper cooperation on delivery to remote areas, last-mile network, and service efficiency.

For cross-border platforms, the significance of such cooperation goes beyond just delivery.

Brazil is vast with complex logistics infrastructure, and the “last mile” has long restricted the e-commerce experience. The one who can extend their delivery network deeper will be more likely to form competitive barriers.

Besides localization, AliExpress’s rapid order growth in Brazil is also tied to its strong investment in brand development.

As one of the “Four Little Dragons of Chinese Cross-Border E-Commerce” (TEMU, SHEIN, AliExpress, TikTok Shop), AliExpress now regards “brand globalization” as its most important strategy.

After directly challenging Amazon in 2025, AliExpress has designated “brand globalization + overseas hosting” as its core themes for 2026.

In recent years, Latin America has been seen as the last high-growth region for global e-commerce, and Brazil is the largest core market. In other words, winning Brazil is equivalent to securing half of Latin America’s market.

For Chinese cross-border e-commerce companies seeking new growth, Brazil is undoubtedly fertile ground. Additionally, Brazil’s tax cut policies are also ushering in a new wave of opportunities for Chinese cross-border e-commerce.

Going to Brazil to cash in has become an unstoppable trend for cross-border e-commerce, but this blue ocean is not without waves; the Brazilian market still faces challenges such as numerous and complex taxes, high compliance thresholds, slow customs clearance, and difficulties with localization.

Risk Warning and DisclaimerThe market is risky, and investment should be cautious. This article does not constitute personal investment advice, nor does it take into account the special investment objectives, financial situation or needs of individual users. Users should consider whether any opinions, views or conclusions in this article fit their particular circumstances. Those who invest accordingly do so at their own risk. ```