Study of the design of the Russian-language interface of Chinese cross-border e-commerce platforms: a case study of AliExpress

this article is devoted to the study of the design of the Russian-language interface of Chinese cross-border e-commerce platforms, with an emphasis on the analysis of the AliExpress example. The introduction substantiates the relevance of the problem: the rapid expansion of international trade demands effective localization from platforms, since a well-adapted interface promotes increased trust and convenience for Russian-speaking users. The authors point out significant differences in the cultural perception of information and client expectations, which necessitates a comprehensive study in this area. The methodological section of the article describes the applied approach, which includes a combination of qualitative and quantitative research methods. The methods used include analysis of user reviews, expert evaluation of interface localization, interviews with representatives of the target audience, and surveys. Additionally, a comparative analysis with similar platforms was conducted, which allowed for the identification of the strengths and weaknesses of the current solution. Special attention is paid to the analysis of graphic and textual elements of the interface adapted for Russian-speaking users, in order to determine their compliance with the expectations and usability standards. The research results show that the existing AliExpress design for the Russian-speaking audience has significant potential, but it is accompanied by several issues. Difficulties were identified in the interpretation of terms, insufficient adaptation of visual components, and navigation problems, which negatively affect the user experience. Moreover, testing data indicated that the time required to locate necessary functions and products increases significantly due to shortcomings in information structuring. The obtained quantitative indicators confirm the need to adjust the interface to reduce the entry barrier for new users.

design, Russian-language, interface, cross-border, AliExpress