AliExpress has implemented a significant policy change that signals the end of an era for sellers relying solely on low prices. The platform now mandates that POP (Platform Open Program) products priced below $10 must adopt a semi-managed fulfillment model. This move represents more than just a policy adjustment—it's a fundamental shift in platform priorities that will separate high-performing sellers from those unable to meet evolving standards.
Policy Analysis: Semi-Managed Model Presents Both Challenges and Opportunities
The core objective of AliExpress's new policy is to elevate overall service quality by weeding out sellers who cannot guarantee reliable fulfillment. While this initially appears challenging for POP sellers accustomed to asset-light operations, the platform is effectively encouraging merchants to upgrade their supply chain capabilities. Through this mechanism, AliExpress aims to identify and support sellers with genuine cross-border operational expertise.
Three Strategic Approaches for POP Sellers to Adapt and Thrive
POP sellers aren't without options—success requires strategic adaptation rather than resistance to change.
- Embrace Semi-Managed Fulfillment: Rather than viewing the semi-managed model as a constraint, sellers should recognize it as an opportunity to enhance competitiveness. AliExpress has provided a transition period until March 2026, during which POP shipping timelines remain acceptable. This window allows sellers to establish stable supply chains, optimize warehousing logistics, and adapt to the new requirements. Early adoption of warehouse integration and leveraging platform infrastructure will prove crucial for improving customer experiences.
- Shift from Price Wars to Premium Offerings: The unsustainable race to the bottom in pricing must give way to strategies emphasizing higher average order values, branding, and quality differentiation. AliExpress is actively directing more traffic and resources toward merchants with branded, quality-controlled products. Developing distinctive offerings and building brand equity represent the only viable long-term approach.
- Implement Precision Operations: The days of effortless cross-border ecommerce are over. Modern competition requires supply chain resilience, predictable logistics fulfillment, and compliance capabilities across the entire operational chain. Sellers must refine their store operations, elevate customer service standards, optimize product listings, and improve conversion rates to stand out in an increasingly competitive marketplace.
Platform Support: Leveraging Available Resources
AliExpress's policy evolution isn't purely about seller elimination—it's designed to cultivate a healthier, more sustainable ecommerce ecosystem. Platform resources will increasingly concentrate toward merchants capable of delivering consistent service experiences. Products demonstrating higher value, superior quality, and strong competitiveness will retain POP operational flexibility. This reflects both platform requirements and broader market dynamics.
The Future Landscape: Professionalization and Efficiency Become Imperatives
The cross-border industry is rapidly advancing toward greater professionalization, efficiency, and structural sophistication. For merchants possessing comprehensive capabilities, this transition presents an opportunity to build lasting competitive advantages. Proactive adaptation and strategic transformation—rather than passive approaches—will determine success on AliExpress's evolving platform.