Analysis of the Sustainability and Long-Term Competitiveness of Chinese E-Commerce Platforms' Overseas Expansion Models

36氪 articles point out that Chinese e-commerce overseas expansion has shifted from single-point product sales to systematic capability output, with platforms like Temu and AliExpress completing Amazon’s 30+ years of global layout in 2-3 years. After verification, Temu was launched in September 2022 [1], and by December 2025, it had indeed gained a wide global user base and market share in about 3 years; however, AliExpress was launched in 2010 [2] and has been operating for 15 years by 2025, not completing globalization in 2-3 years. Amazon was founded in 1994, entered the UK in 1998, and expanded to Germany, France, and Japan in 2000, taking about 30 years to globalize [3].

Chinese platforms have demonstrated systematic capability output: Temu has shifted from relying on Chinese supply chains to developing local sellers and warehouses to adapt to U.S. tariff changes [4]; AliExpress has achieved product diversification and adjusted its model to meet local needs through cooperation with local merchants and partners [2].

Chinese platforms have agile supply chain capabilities, such as Shein’s small-batch production model that can efficiently test and scale products [5]; Temu improves organizational efficiency by simplifying seller entry processes and providing local warehouses [6]. However, there is currently a lack of data directly comparing Amazon’s supply chain density and organizational efficiency.

Temu accounted for 17% of the U.S. dollar store market share in December 2023 [1], and its UK business doubled its revenue and pre-tax profit in 2024 [7]; AliExpress serves over 150 million consumers in more than 200 countries and regions [2]. To respond to competition, Amazon has launched low-cost services like Amazon Haul and Amazon Bazaar and expanded globally [8][9].

Chinese platforms face tariff pressures (e.g., Temu needs to adjust its supply chain to cope with U.S. tariffs [4]), regulatory issues (Temu was fined $2 million in September 2025 for violating the U.S. INFORM Act [10]), and product quality and safety concerns (it was once investigated by the U.S. Consumer Product Safety Commission [10]).

• Uncertainties in tariff and regulatory policies may affect supply chain layout and operating costs.
• The low-price model may bring long-term profit pressure, and brand trust building has a long way to go.
• Geopolitical factors may exacerbate global market volatility.

• The transformation to systematic capability output has enhanced local adaptability and expanded long-term development space.
• Agile supply chains and efficient organizational capabilities remain core competitive advantages.

Chinese e-commerce platforms’ overseas expansion models have shifted from single-point product sales to systematic capability output. Platforms like Temu have achieved ultra-fast global expansion, demonstrating supply chain and organizational efficiency advantages. However, long-term competitiveness still faces multiple challenges such as tariffs, regulations, and product quality. The response strategies of competitors like Amazon will also affect the market performance of Chinese platforms. Future development depends on the effectiveness of local adaptability, regulatory compliance, and brand building.