Shopee vs AliExpress 2025: Which Platform is Better?

Shopee and AliExpress are two of the most popular e-commerce platforms in the global market, each with its unique features and target audiences. This article provides a comprehensive comparison between Shopee and AliExpress, covering aspects such as marketplace structure, seller policies, logistics, customer base, and marketing tools. The content is structured using the "Problem Scenario + Underlying Logic + Solution + Avoiding Pitfalls" framework, with real-world case studies from Chinese sellers and references to the latest platform policies.

Marketplace Structure and Target Audience

Shopee and AliExpress have distinct business models that cater to different consumer segments. Shopee primarily focuses on Southeast Asian markets, including Singapore, Malaysia, Indonesia, Thailand, Vietnam, and the Philippines. It emphasizes fast delivery, localized shopping experiences, and strong social commerce features. On the other hand, AliExpress has a broader international reach, targeting consumers in Europe, North America, Latin America, and even parts of Africa. Its strength lies in offering low-cost products from Chinese manufacturers.

• Shopee's user base is younger and more engaged with mobile shopping and live streaming.
• AliExpress attracts price-sensitive customers who prioritize product variety and affordability.

Seller Policies and Fees

Both platforms have different fee structures and seller requirements. Shopee charges a transaction fee ranging from 2% to 6%, depending on the category, while AliExpress typically takes a 5% commission. Additionally, Shopee offers various promotional tools, such as Flash Sales and Group Buys, which can be accessed via the Seller Central dashboard under “Promotions.” In contrast, AliExpress relies heavily on third-party logistics and has stricter rules around product listings and returns.

Feature	Shopee	AliExpress
Transaction Fee	2% - 6%	5%
Listing Fee	Free for most categories	Free for most categories
Payment Gateway	ShopeePay, credit cards, bank transfers	Alipay, credit cards, PayPal

Logistics and Delivery

Shopee has made significant investments in its own logistics network, especially in Southeast Asia, offering faster delivery times and better tracking capabilities. Sellers can use Shopee Logistics (SLS) or partner with local couriers. In contrast, AliExpress relies on third-party logistics providers, and delivery times can vary significantly depending on the shipping method selected by the buyer. A Chinese seller operating on Shopee reported a 40% improvement in customer satisfaction after switching to SLS for their electronics products.

• Shopee offers free return shipping for eligible items, which helps reduce return rates.
• AliExpress has strict return policies, and sellers may need to handle returns manually.

Customer Reviews and Reputation Building

Both platforms allow customers to leave reviews, but Shopee has a more robust review system with a focus on incentivizing positive feedback through rewards and contests. Sellers can encourage reviews via the “Review Management” section in Seller Central. AliExpress, however, is known for having a higher volume of fake reviews, making it harder for genuine sellers to build trust. One Chinese clothing seller on AliExpress improved their ratings by implementing a follow-up email strategy after delivery.

• Shopee allows sellers to request reviews directly through the platform.
• AliExpress requires sellers to engage buyers post-purchase to collect feedback.

Marketing and Promotion Strategies

Shopee provides a wide range of marketing tools, including Shopee Ads, referral programs, and in-app promotions. These can be managed via the “Marketing Tools” section in Seller Central. AliExpress also offers advertising options, but they are generally less targeted and require a higher budget. A successful example is a Chinese seller who used Shopee Ads to promote their home goods and saw a 150% increase in sales within one month.

• Shopee’s flash sales and group buys can drive rapid traffic to product listings.
• AliExpress’s advertising model is more performance-based, requiring careful budget management.

Return Management and