AliExpress is a global retail e-commerce platform launched in 2010 by Alibaba Group, which was founded in Hangzhou, China. You can purchase products from a wide range of categories, such as gadgets, home appliances, audio, and hobbies, from manufacturers and sellers worldwide.
However, the “service originating from China” and the legal entity with which Japanese users contract are separate. According to the membership terms, the contracting party for users in many regions, including Japan, is the Singaporean corporation “Alibaba.com Singapore E-Commerce Private Limited.” This article explains the operating company, scale, membership registration, shopping process, and product categories based on official information.
What you’ll learn in this article!
- The company operating AliExpress and its scale (Alibaba Group’s cross-border e-commerce)
- The history of AliExpress and its progress in the Japanese market
- Steps for membership registration and key points for initial setup
- The shopping process and how to find products shipped from Japan
- Overview of product categories handled
Author of this article: "Mr. Gadget"
- Studied under Masatoshi Ono, a million-selling singer who has performed at Kohaku Uta Gassen
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Conclusion: AliExpress is a cross-border e-commerce platform operated by China’s Alibaba Group
AliExpress is a global retail e-commerce platform launched in 2010 by Alibaba Group, which was founded in Hangzhou, China. Current guidance states that it supports 16 languages and is described as a platform where consumers worldwide can directly purchase products from manufacturers. In company announcements for Japan, the number of products handled is stated as “over 100 million.”
| Item | Content |
|---|---|
| Official Name | AliExpress |
| Group | Alibaba Group Holding Limited |
| International E-commerce Business Division | Alibaba International Digital Commerce Group (AIDC) |
| Primary Contracting Party for Japanese Users | Alibaba.com Singapore E-Commerce Private Limited (as per membership terms) |
| Service Start | 2010 |
| Supported Languages | 16 languages (Alibaba Group current guidance) |
| Number of Products Handled | Over 100 million (ALIEXPRESS Japan Co., Ltd. announced value for 2025) |
| Logistics | Cainiao supports some AliExpress deliveries and Choice |
| Service in Japan | Started in 2010, 15th anniversary in 2025 |
Ms.gadgetWhich country’s company operates AliExpress?
MisterGadgetIt’s a service launched in 2010 by Alibaba Group, founded in Hangzhou, China. Since the contracting party for Japanese users is a Singaporean corporation according to the membership terms, it’s accurate to differentiate between the “service’s origin” and the “contracting legal entity.”
AliExpress Company Overview
AliExpress is part of Alibaba Group’s international e-commerce business. AIDC is a business group name, not a legal entity name. To avoid confusing the contracting legal entity, business division, and service name, we will organize it into three key points.
International E-commerce Business Division “Alibaba International Digital Commerce Group”
Alibaba International Digital Commerce Group (AIDC) is an international e-commerce business group established during the 2023 organizational restructuring, including AliExpress, Lazada, Trendyol, Daraz, Miravia, Alibaba.com, and others. In November 2024, the establishment of the “Alibaba E-Commerce Business Group” was announced to integrate and manage AIDC, Taobao, Tmall, etc. However, as of January 2026, AIDC is still listed as an international e-commerce business division in the business guide and is not treated as the contracting operating legal entity.
Relationship with Alibaba Group
Alibaba Group was founded in Hangzhou, China, in 1999 and currently operates multiple businesses including e-commerce, cloud computing, and logistics. AliExpress is presented as one of these businesses, a global retail e-commerce platform where consumers worldwide can purchase products directly from manufacturers and sellers.
Scale of Global Expansion
Alibaba Group’s current page announces support for 16 languages, and ALIEXPRESS Japan Co., Ltd.’s March 2025 announcement states over 100 million products. The number of countries/regions varies between “over 200” and “over 220” depending on the source material, and since the update timing and definition of aggregation are not specified, this article will not state a fixed value. While examples of “Ships From: Japan” can be seen in materials for Japan, inventory and shipping origins vary by product, seller, and variation, so please check the display at the time of order.
Ms.gadgetI’ve heard of Alibaba Group, but AliExpress is one of its businesses, isn’t it?
MisterGadgetThat’s right. AliExpress is one of the international retail e-commerce platforms, and AIDC also includes Lazada and Trendyol. It’s easier to understand if you remember that AIDC is a business division and separate from the legal entity with which Japanese users contract.
History and Growth of AliExpress
Since its launch in 2010, AliExpress has expanded its reach to various countries worldwide, including Japan. Let’s look at its main milestones.
2010: Beginning of Global Expansion
It was officially launched in 2010. Alibaba Group describes it as a global retail e-commerce platform where consumers worldwide can directly purchase products from manufacturers. ALIEXPRESS Japan Co., Ltd. also announced in March 2025 that it is “15th anniversary since service started in Japan,” confirming that the service began in Japan in 2010.
15th Anniversary of Entry into Japanese Market (2010→2025)
In March 2025, AliExpress celebrated its 15th anniversary in the Japanese market and implemented large-scale discount promotions as part of a commemorative campaign. Sale details, payment methods, and return conditions may change, so please check the screen and terms at the time of use.
Cainiao Logistics Network
Cainiao is Alibaba Group’s logistics business, providing an international logistics network for cross-border shipping. Annual reports confirm that it supports AliExpress seller deliveries and Choice. However, not all orders are delivered end-to-end, and the shipping carrier, tracking detail, and estimated arrival date vary depending on the product and shipping method.
Ms.gadgetIt’s been operating in Japan for 15 years. What has changed compared to before?
MisterGadgetThere is a list of products shipped from Japan, but arrival times vary depending on the product, inventory, and shipping method. It is safest to check the estimated arrival date on the order screen.
How to Register and Initial Setup for AliExpress
To start shopping on AliExpress, you first need to create an account. Here are the common registration steps for both web browsers and smartphone apps.
Account Creation Steps (Email/SNS Integration)
Registration can be done by choosing from the methods displayed on the current registration screen. If using an email address, follow the on-screen instructions for verification and password setup. Login via external accounts may also be displayed. Available features vary by country/region and time, so please follow the on-screen instructions during registration rather than a fixed procedure.
Registering Shipping Address (Key Points for Entering Japanese Address)
After creating an account, register your shipping address. Input fields and character types may vary depending on the screen and shipping method, so please follow the current form.
- Postal Code
- Prefecture, City/Ward/Town/Village, Street Address
- Building Name, Room Number
- Full Name
- Phone Number (Japanese mobile number)
Before confirming your order, please check that there are no omissions or errors in your address, full name, and phone number.
Registering Payment Methods
Available payment methods vary depending on the country/region, app status, order content, and time. Please confirm the options actually displayed on the payment screen, billing currency, and final amount before confirming your order.
Ms.gadgetDo I have to register in English?
MisterGadgetRegistration methods and address input fields are updated, so please follow the current screen. Before ordering, make a final check to ensure the shipping address is correct.
How to Use AliExpress (Shopping Mechanism)
Once you have completed membership registration and payment method registration, you can start shopping. Here’s a general overview of the process.
Finding Products (Search/Categories)
You can search for products from the search bar on the top page using product names, model numbers, category names, and more. You can also navigate through product lists by category from the sidebar or hamburger menu.
How to Identify “Japan” as the Shipping Country
If there is a “Ships From / Ship From” indicator on the product page or product variation, “Japan” is an option indicating shipment from Japan. Products shipped from Japan have the advantage of showing shorter estimated arrival dates than cross-border shipments, and there are no import customs procedures upon receipt if shipped from domestic stock.
However, the display alone cannot definitively determine the actual shipping location or tax treatment. If goods are sent directly from overseas to Japan, the buyer becomes the importer, and customs duties, import consumption tax, etc., may apply depending on the item and taxable value. Please check the shipping origin, seller, estimated arrival date, and price breakdown before ordering.
Add to Cart / Apply Coupon
Add items you’re interested in to your cart. Tiered coupons based on the purchase amount may be available, and application conditions vary by time and category. On the order confirmation screen, please check if the discount has been applied and confirm the final payment amount.
Flow from Payment to Receipt
The general flow after placing an order is as follows:
- Check order details and payment amount
- Check seller’s shipping status
- Check tracking information and estimated arrival date
- After receipt, check product, quantity, and for any damage
The availability and update frequency of tracking information vary by shipping method. The estimated arrival date is not necessarily a guaranteed date, so please refer to the latest information displayed in your order details.
Ms.gadgetIf I’m buying for the first time, what should I be careful about?
MisterGadgetIn addition to the shipping origin, check the seller, estimated arrival date, price breakdown, and return conditions. For international shipments, customs duties and import consumption tax may also apply.
Product Categories Available on AliExpress
ALIEXPRESS Japan Co., Ltd. announced that it handles over 100 million products as of March 2025. Since inventory, sellers, and whether a store is an authorized retailer are constantly changing, this section will not state inventory at the model number level but will introduce the main categories.
Gadgets (Smartphones, Tablets, Drones, etc.)
You can search for smartphones, tablets, smartwatches, PC peripherals, drones, and more. For smartphones and wireless devices, please check the Giteki (Technical Conformity Mark) and certification number. Drones weighing 100g or more flown outdoors are subject to mandatory registration. An overview of the available products can be found in the Smartphones & Telecommunications category.
An example of a product in this category is the AI-equipped tablet “Blackview MEGA 5 AI.”
Audio (Hi-Fi/TWS/Open-back)
You can search for wired headphones/earphones, true wireless, open-back, and bone conduction types. Even if the brand name is the same, please check the seller, model number, regional specifications, and warranty conditions for each product. An overview of the lineup can be found in the Consumer Electronics & Audio category.
An example of a product in this category is the wired earphone “KZ PRX IEM.”
Home Appliances & Lifestyle Goods
You can search for cooking appliances, cleaning appliances, lighting, lifestyle goods, and more. For overseas-spec home appliances, please check the voltage, frequency, plug shape, and whether there is a warranty for Japan. For products subject to the Electrical Appliances and Materials Safety Act, necessary markings such as the PSE mark are also factors in purchasing decisions. For the product lineup, please refer to the Home Appliances category.
An example of a product in this category is the high-output “ASOMETECH 300W GaN” charger.
Hobbies & Outdoor
You can search for RC products, camping gear, fitness equipment, toys, collectibles, and more. For famous brand and character products, please check if it’s an official store, seller information, product description, and warranty/return conditions. Counterfeit goods infringing on trademark or design rights cannot be imported even for personal use. For more details, please check the Hobbies & Toys category.
An example of a product in this category is the portable game console “Anbernic RG34XXSP.”
For how to choose items in each genre and recommended products, it is advisable to search for products from the respective category pages for gadgets, audio, PCs, home appliances, and hobbies.
Summary
AliExpress is a global retail e-commerce platform launched in 2010 by Alibaba Group, which was founded in Hangzhou, China. In Japan, it will celebrate its 15th anniversary of service in 2025. On the other hand, the contracting party for Japanese users is a Singaporean corporation according to the membership terms, and shipping origin, estimated arrival date, taxes, warranty, and return conditions vary by product, making confirmation on the order screen essential.
Key points of this article!
- A service from China, operated by Alibaba Group. The contracting party for Japanese users is a Singaporean corporation according to the terms.
- Launched in 2010, supports 16 languages. Over 100 million products according to company announcements for Japan.
- AIDC is an international e-commerce business division, not the contracting operating legal entity name.
- “Ships From: Japan” is a clue to the shipping origin. Taxes and arrival dates must be confirmed for each order.
- Check Giteki, PSE, drone registration, counterfeit product regulations, and warranty conditions before purchase.
Thank you for reading until the end!
- The evaluation in this article is unique to this site.
- Unless otherwise specified, product prices and information are current as of the time of writing.
- Please note that this site cannot be held responsible for any inaccuracies in this information.
- Product and service names mentioned on this site are trademarks of their respective companies.
This article was originally written in Japanese and has been translated.
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