Case Study: AliExpress achieves 93.4% higher open rates and 178% conversion lift with Firebase Cloud Messaging

Firebase Cloud Messaging for Web & AliExpress

AliExpress, the global retail marketplace within Alibaba Group, needed a way to re-engage web visitors who only browsed the site — email marketing only reached registered users, and the site lacked an app-like notification channel. The team sought a reliable web notification solution that would match the effectiveness of their existing app push messages.

AliExpress integrated Firebase Cloud Messaging (FCM) with its notification system in just a few days, a process the team called “very simple” and “seamless.” Web notifications via FCM produced a 93.4% higher open rate versus app notifications and drove a 178% increase in conversion compared with mSite users who did not receive notifications; the team is expanding use cases (e.g., Double 11 sale reminders).

AliExpress

Lijun Chen

Director