Leading sellers in Amazon’s energy storage category are accelerating a shift to Alibaba-owned AliExpress, as Chinese brands look for lower costs and faster overseas growth, according to platform data.
Brands including Xiamen-based ECO-WORTHY and Shenzhen’s OUKITEL, each generating tens of millions of dollars in annual sales, began moving onto AliExpress around October 2025. Using the platform’s “overseas managed” fulfilment model, the companies recorded monthly sales exceeding $1 million in both Europe and the United States within a month of launch.
AliExpress data show that overseas-managed sales in the energy storage battery segment under its consumer electronics category grew nearly tenfold in 2025. In September, AliExpress rolled out its “Super Brand Global Expansion Plan,” pitching established brands with the promise of achieving higher transaction volumes at roughly half the cost of selling on Amazon.
An increasing number of Chinese brands that initially scaled up on Amazon are now treating AliExpress as a new primary channel for global expansion, the data showed.
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Insights
What led Chinese brands to shift from Amazon to AliExpress?
What is the 'overseas managed' fulfilment model used by AliExpress?
What were the sales figures for ECO-WORTHY and OUKITEL on AliExpress?
How has the energy storage battery segment performed on AliExpress recently?
What is the 'Super Brand Global Expansion Plan' introduced by AliExpress?
What advantages does AliExpress offer compared to Amazon for energy storage sellers?
What trends are emerging in the global energy storage market?
What challenges might Chinese brands face when shifting platforms?
How do monthly sales figures compare between AliExpress and Amazon?
What impact does this shift have on the competition in the energy storage market?
How might AliExpress's sales strategy evolve in the next few years?
What historical factors contributed to the rise of AliExpress in this market?
What are the potential long-term impacts of this shift on consumer choice?
How are customer feedback and satisfaction levels reported on AliExpress?
What controversies surround the practices of AliExpress in global markets?
What case studies exemplify successful transitions from Amazon to AliExpress?
What are the key differences between the fulfillment strategies of Amazon and AliExpress?
What role does pricing play in the decision to switch from Amazon to AliExpress?
How might regulatory changes affect AliExpress's operations in the future?
