The New Playbook for Digital Marketing | #podcast #GenZ #marketplaces

Influencers, Gen Z, & Beyond Social Commerce: Lessons from AliExpress with Chris Carl

Welcome to the second episode of Season 5 of the Retail Razor Show! Join hosts Ricardo Belmar and Casey Golden as they dive into the fresh tactics and cutting-edge strategies that are driving the future of retail and e-commerce with Gen Z. In this episode, they are joined by Chris Carl, the US Head of Marketing for AliExpress, to discuss 'The New Playbook for Digital Marketing.' Discover how AliExpress is capturing Gen Z's attention, building a robust social media presence, leveraging influencers like David Beckham, and exploring the future of cross-border shopping with a full-funnel marketing strategy. Chris shares the impressive growth metrics (500% increase in social media following, for example) and innovative campaigns that have set AliExpress apart - think social commerce, live shopping, Gen AI, and TikTok Shops. Plus new enticing innovations in logistics to help onboard more US-based sellers to the AliExpress marketplace. Whether you're a product junkie, retail leader, or commerce technologist, this episode is packed with insights you won't want to miss!

Retail Razor Show S5:E2
Released on April 24, 2025

**Guest info:**
Chris Carl, US Head of Marketing, AliExpress/Alibaba
https://www.linkedin.com/in/christophercarl/
https://www.aliexpress.com
https:www.alibaba.com

Chris Carl is a strategy, operations, and marketing executive with a proven track record in retail, beauty, spirits, lifestyle, hospitality, and luxury goods. As the first US Head of Marketing for AliExpress, Chris focuses on making online shopping more engaging and affordable. Since May 2023, Chris has increased order volume by 60%, increased brand share of voice by 75%, expanded headcount by 400%, boosted social media following by 500%, and doubled brand awareness.

00:00 Show Intro
03:04 Introducing Christopher Carl from AliExpress & His Background
05:43 Conversation with Chris Carl, Head of US Marketing for AliExpress
08:52 Cracking the Code with Gen Z
16:00 AliExpress's Social Media and Influencer Strategy
21:22 Leveraging Social Media for Brand Growth
23:30 Navigating the Shifting Digital Marketing Landscape
25:46 The Future of Social Commerce and Live Shopping
28:17 The Importance of Brand Personality and Humor
31:50 AliExpress: A Unique Business Model
35:09 Expanding AliExpress's US Presence
38:45 The Future of Cross-Border E-Commerce
42:20 Show Close

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