Technological university Dublin
Digital marketing II
Case study: Aliexpress audit
AliExpress
AliExpress was launched by Alibaba group in 2010 as a B2C, it is a global retail marketplace
targeted at consumers worldwide, many of them located in Russia, the United States and
Brazil. The platform enables consumers from around the world to buy directly from
wholesalers and manufacturers in China and have access to a wide variety of products at
wholesale prices (AliExpress, n.d.). By selling products to foreign customers, the company can
be affected by macroeconomic changes in the countries to which it sells. In the case of the
Irish market, AliExpress has advantages due to the positive commercial environment between
China and Ireland which recently celebrated 40th anniversary of diplomatic relations last week,
and trade figures suggest the bilateral relationship is one that is rapidly growing in importance.
(Goff, 2019)
• Pest analysis
Political factors Economic factors
• The average of political stability • GDP in Ireland is 333.73 billion
from 1996 to 2017 is 1.16 (the USD dollars. (Trading economics,
global economy, n.d.) n.d.)
• According with transparency • Increase in consumer spending
international, the corruption • Consumer confidence average
index of Ireland is 73 points. 88.02 points (Trading
(“Transparency International - economics, n.d.)
Ireland,” n.d.) • Inflation rates are recorded at
• Corporate tax in Ireland is 12.5% 0.9%
• Brexit impact in Ireland • 1 EUR = 1.14034 USD
• Member of European Union • Unemployment rate 5.3%
• Government plans to improve • European central bank low rates
labour force skills
, Sociocultural factors Technological factors
• Population 4.86 million. (CSO) • Government invested 2.8%
• Increase in the number of more in Research and
immigrants to the country and development over the previous
nationals returning. Decline in year. (Gov, 2017)
the number of emigrants. • Growing e-commerce shopping
• Human development index in • Internet broadband speed
2017 was 0.93 which improved 20.70Mbps
over the previous year
• The average age of the country
is 37.1 years. (CIA, n.d.)
• Online shopping trend (Taylor,
2018)
Market analysis
Digital presence
The popularity of AliExpress has been growing over the years as well as being benefited by
rapid technological changes and the popularity of social networks. AliExpress has a strong
presence in social networks and as an online company, according to a report from the next
web in 2018, AliExpress was the world’s favourite shopping app (The next web, n.d.)
• Website analysis
The website has good content; however, the structure can be perceived as
overwhelming due to the large number of products that promote, on the visual level,
the page presents detachable menus in the different categories it offers, in addition
the purchase process is simple and direct.
When analysing the speed of the website the results were positive, which is a point in
favour since consumers appreciate fast web pages
Digital marketing II
Case study: Aliexpress audit
AliExpress
AliExpress was launched by Alibaba group in 2010 as a B2C, it is a global retail marketplace
targeted at consumers worldwide, many of them located in Russia, the United States and
Brazil. The platform enables consumers from around the world to buy directly from
wholesalers and manufacturers in China and have access to a wide variety of products at
wholesale prices (AliExpress, n.d.). By selling products to foreign customers, the company can
be affected by macroeconomic changes in the countries to which it sells. In the case of the
Irish market, AliExpress has advantages due to the positive commercial environment between
China and Ireland which recently celebrated 40th anniversary of diplomatic relations last week,
and trade figures suggest the bilateral relationship is one that is rapidly growing in importance.
(Goff, 2019)
• Pest analysis
Political factors Economic factors
• The average of political stability • GDP in Ireland is 333.73 billion
from 1996 to 2017 is 1.16 (the USD dollars. (Trading economics,
global economy, n.d.) n.d.)
• According with transparency • Increase in consumer spending
international, the corruption • Consumer confidence average
index of Ireland is 73 points. 88.02 points (Trading
(“Transparency International - economics, n.d.)
Ireland,” n.d.) • Inflation rates are recorded at
• Corporate tax in Ireland is 12.5% 0.9%
• Brexit impact in Ireland • 1 EUR = 1.14034 USD
• Member of European Union • Unemployment rate 5.3%
• Government plans to improve • European central bank low rates
labour force skills
, Sociocultural factors Technological factors
• Population 4.86 million. (CSO) • Government invested 2.8%
• Increase in the number of more in Research and
immigrants to the country and development over the previous
nationals returning. Decline in year. (Gov, 2017)
the number of emigrants. • Growing e-commerce shopping
• Human development index in • Internet broadband speed
2017 was 0.93 which improved 20.70Mbps
over the previous year
• The average age of the country
is 37.1 years. (CIA, n.d.)
• Online shopping trend (Taylor,
2018)
Market analysis
Digital presence
The popularity of AliExpress has been growing over the years as well as being benefited by
rapid technological changes and the popularity of social networks. AliExpress has a strong
presence in social networks and as an online company, according to a report from the next
web in 2018, AliExpress was the world’s favourite shopping app (The next web, n.d.)
• Website analysis
The website has good content; however, the structure can be perceived as
overwhelming due to the large number of products that promote, on the visual level,
the page presents detachable menus in the different categories it offers, in addition
the purchase process is simple and direct.
When analysing the speed of the website the results were positive, which is a point in
favour since consumers appreciate fast web pages
