The platform, owned by Alibaba, faced questions from EU officials amid broader concerns about the influx of low-cost products entering the bloc through duty-free channels. Regulators have increasingly turned their attention to platforms such as Temu and Shein, which have rapidly expanded their European footprint.
Under the EU’s Digital Services Act, authorities have stepped up enforcement actions against major digital platforms. Shein is already under formal investigation, while AliExpress has been under review by the European Commission since March 2024. The company agreed in June to a set of legally binding commitments aimed at improving product safety and compliance.
Despite those efforts, concerns persist. A Reuters report in November highlighted the sale of inappropriate and potentially harmful items on the platform, prompting AliExpress to ban the seller involved. Company representatives acknowledged ongoing shortcomings and pledged further action to prevent illegal listings from resurfacing, impose stricter penalties on violators, and speed up the removal of non-compliant sellers.
EU lawmakers remain skeptical. Christel Schaldemose, a key figure behind the Digital Services Act, stressed that tangible results—not promises—will determine whether platforms are meeting their obligations. She also raised concerns about unfair competition, arguing that non-compliant sellers gain an advantage over businesses adhering to EU standards.
The issue is compounded by the surge in low-value ecommerce shipments entering the EU, which rose sharply to 5.8 billion parcels last year. In response, the bloc is considering new fees on such imports to level the playing field for domestic retailers.
The mounting regulatory pressure highlights a broader shift in Europe’s approach to digital commerce, as authorities seek to balance consumer protection, fair competition, and the rapid growth of cross-border online retail.