European Brick-and-Mortar Showrooms

Alibaba is the largest online retail company and to expand its horizons, it opened up its inaugural European store in Madrid under its own AliExpress banner. This banner focuses on the consumer perspective of the business and the space functions similarly to a showroom.

Visitors are invited to browse the products and physically test out the offerings to then purchase it online. The brand plans to move into the scope of brick and mortar in Europe in order to grow its global market share overall. Madrid was the location of choice following Alibaba's strategic decision to launch its AliExpress affiliate program in Europe earlier last year. This allowed consumers to sell their own wares with a delivery network in payment of a selling fee.


Image Credit: AliExpress