Alibaba expands Lazada to the European market

The Chinese e-commerce giant Alibaba wants to take its ecommerce to Southeast Asia Laced to the European market. The goal will be to focus on local merchants rather than cross-border sales like AliExpress.

According to Reuters, these would be the next expansion plans. Lazada’s strategy will begin by partnering with European sellers to market their product through the platform. This Alibaba model is not yet on the continent, since Aliexpress, its only e-commerce in Europe, makes sales directly from China. The person in charge of directing this new operation will be James Dong, responsible for Lazada in Thailand.

Last November, Alibaba’s logistics company, Cainiao, opened a new plant in Belgium. In this way, it carries part of the business in Europe, serving as a central distribution point on the continent.

Lazada is an ecommerce where third-party merchants can sell products and use dropshipping services. It was founded in 2012 by German incubator Rocket Internet, which previously launched e-commerce hit Zalando. Its acquisition by Alibaba took place in 2016 for one billion euros.

More than 159 million active users

As of 2021, Lazada had more than 159 million active customers, generating $21 billion of gross merchandise volume (GMV). Parent company Alibaba is targeting 300 million users by 2030, as well as a GMV of 94.8 billion euros ($100 billion).


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