New avenue: A flood of small businesses have joined the AliExpress platform in Europe. — Reuters
AFTER years of reconnaissance, China’s retail king Alibaba is finally making its move on Europe. It is undercutting Amazon sellers’ fees to attract vendors but has had mixed results, six sources with direct knowledge of the matter said.
A flood of small businesses have joined its European platform, AliExpress, in recent months but some larger brands are holding back, according to the sources.
AliExpress has approached well-known brands including Mango, Benetton and Spanish fashion group Tendam, owner of Cortefiel, to appear on the site with limited success, according to five sources involved in the approaches who declined to be named because the discussions were confidential.
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