During June 2025, Korean e-commerce platforms observed a general decline in user numbers. Conversely, AliExpress, the e-commerce giant owned by Alibaba, registered counter-trend growth in Korea, with active user count surpassing 9 million. To bolster its localized offerings, AliExpress Korea introduced a travel channel, offering round-the-clock Korean customer service and facilitating reservations for more than 1.5 million hotels, 25,000 direct flights, and tickets to over 8,000 attractions globally.