Miravia is a B2C marketplace belonging to the Alibaba International Digital Commerce ecosystem. Launched in Spain at the end of 2022, it connects consumers, brands, professional retailers and creators, combining online sales, commercial content and promotional tools. At the end of 2024, Miravia officially announced its expansion into Portugal, which became the platform’s second European market.
For Italian companies, Miravia therefore represents a channel primarily intended for direct-to-consumer sales in the Iberian Peninsula rather than a B2B marketplace for wholesale operations.
Key Features and Services
Miravia offers two main types of seller accounts:
Official Store, intended for brand owners and offering greater customisation and visibility opportunities. It operates as a single-brand storefront and requires additional verification;
Marketplace Store, also available to retailers selling products from different brands.
The Seller Center enables companies to manage their catalogue, prices, stock availability, orders, transactions, shipments and promotional activities. The catalogue can be uploaded manually, via Excel files, through CMS modules for platforms such as Shopify, WooCommerce and PrestaShop, or via API integration. Specialised partners are also available to support technological integration and the operational management of the store
Revenue
Alibaba Group does not publish separate revenue figures for Miravia. The platform’s results are included within the International Commerce Retail Business segment, together with other international activities of the Group, including AliExpress and Lazada.
In the fiscal year ended 31 March 2026, the overall International Commerce Retail segment generated revenue of RMB 117.731 billion, equivalent to approximately USD 17.067 billion, representing an increase of 9% compared with the previous fiscal year. This figure cannot be considered Miravia’s revenue, as Alibaba does not disclose the individual financial contribution of the platform.
In the absence of an official standalone figure, certain indirect indicators can help provide an indication of the scale of the platform, including traffic estimates published by third-party web analytics tools such as Similarweb and Semrush, as well as its positioning compared with competitors such as AliExpress, Zalando and ManoMano in the Spanish market. These are unofficial estimates, subject to significant variation over time, and should always be identified as such and verified at the time of publication. They do not replace certified revenue data.
Permitted Products
Miravia is a generalist marketplace. Its main product categories include:
women’s, men’s and children’s fashion;
footwear, bags, jewellery and accessories;
beauty, cosmetics and health products;
electronics and technology accessories;
home, furniture and garden products;
sports and leisure;
toys and children’s products;
food and fast-moving consumer goods;
pet products;
automotive and mobility products;
books, stationery and music.
The presence of a category on the marketplace does not automatically mean that every seller is authorised to use it. Certain categories, product types or brands require specific authorisation, which must be requested through the Seller Center.
Counterfeit, illegal or non-compliant products are not permitted. Sellers remain responsible for product safety, traceability, labelling and regulatory compliance, including obligations under the EU General Product Safety Regulation.
Accessibility for Italian Companies
Italian companies may apply to sell on Miravia. The presence of an official Miravia partner in Italy confirms the availability of a dedicated support pathway for Italian brands interested in entering the Spanish market. Admission, however, is not automatic and depends on the platform’s verification process.
During registration, Miravia generally requires:
company and tax information;
details of the person responsible for the account;
KYC information concerning ownership and beneficial owners;
bank details;
proof of brand ownership or authorisation to sell the relevant products;
information about the products and previous online sales experience.
Following approval, sellers receive support in setting up their store. To operate effectively, an Italian company should prepare product listings and customer support at least in Spanish, establish a returns procedure from Spain and organise shipping with competitive delivery times. For Portugal, the actual activation of the individual seller account and relevant catalogue should be confirmed through the Seller Center.
From a tax perspective, sales from Italy to consumers in other European Union countries fall under the VAT rules applicable to intra-EU B2C distance sales. Where applicable, the One Stop Shop (OSS) scheme allows businesses to declare and pay VAT due on sales made in different EU countries through a single Member State. The overall EU-wide reference threshold is EUR 10,000. The specific tax treatment should be verified with the company’s tax adviser.
Miravia can be an attractive channel for Italian brands and retailers seeking to reach Spanish and Portuguese consumers directly, particularly in fashion, beauty, home, lifestyle, electronics and consumer goods. The absence of a fixed catalogue fee reduces the initial financial barrier to entry, although joining the platform still requires approval, corporate documentation, brand authorisations, localised content, regulatory compliance and an effective organisation for shipping, returns and customer service. Before opening a store, companies should carry out a financial simulation taking into account commissions, logistics, returns, promotions and advertising.
Countries and Markets
Miravia is currently active in the following markets:
Spain remains the platform’s main market, and the public seller acquisition portal is still strongly focused on the Spanish market. Miravia officially announced its expansion into Portugal at the end of 2024.
Opening a Miravia store does not automatically result in products being published on other Alibaba Group international marketplaces. Selling, for example, through AliExpress or other Group platforms requires separate accounts and activation procedures.
Costs and Commissions
Registration and catalogue uploads do not involve a fixed fee. Miravia charges a commission only on products that are sold.
According to the official FAQ currently available, commissions generally range from 6% to 15%, depending on the product category and type of account. Official Stores may be subject to higher percentages than standard Marketplace Stores.
The exact percentage should be checked in the Seller Center before publishing the catalogue, as conditions may change over time and specific rates may apply to individual categories or temporary promotional initiatives.
In addition to the sales commission, sellers may incur:
shipping or logistics service costs;
advertising expenditure;
seller-funded discounts and promotions;
integration costs or fees for management services provided by external partners.
Payment Systems
For consumer purchases, Miravia currently displays the following payment methods:
Visa;
Mastercard;
Google Pay;
Klarna;
Bizum;
SeQura.
The availability of each payment method may depend on the country, device, order amount and the conditions applied by the payment service provider.
For sellers, Miravia provides weekly payments by automatic bank transfer. Transfers are initiated every Monday and may take between three and five days to appear in the seller’s bank account. The payment cycle includes confirmed and delivered orders within the relevant period, net of commissions and any amounts to be offset.
Advertising
Miravia provides internal advertising tools, including Sponsored Ads, which can be used to increase the visibility of products and stores within the marketplace.
Sellers can also use promotional tools such as:
coupons and discounts;
flash offers;
seasonal commercial campaigns;
promotions organised by the platform;
tools designed to generate traffic to the store;
collaborations with creators and affiliates.
Miravia regularly organises training sessions dedicated to sponsored advertising and the marketing tools available within the Seller Center. There is no single publicly available advertising price list: budgets, purchasing methods and campaign costs must be checked directly within the seller account.
Logistics Services
Miravia offers two main shipping methods:
Delivery by Miravia – DBM: the seller receives the order and prepares the parcel, while Miravia appoints the logistics partner responsible for collection and delivery to the customer;
Delivery by Seller – DBS: the seller independently arranges shipment and enters the courier details and tracking number in the Seller Center.
The DBM solution simplifies operational management but does not necessarily represent a complete warehousing service: according to publicly available information, the seller remains responsible for preparing the parcel.
A company shipping from an Italian warehouse should therefore verify during onboarding:
whether DBM collection is available from its location;
applicable weight and size limits;
shipping costs by destination;
required delivery times;
procedures for handling returns from Spain and Portugal.
Where DBM is unavailable or is not considered cost-effective, the company may use DBS, provided it is able to comply with the platform’s delivery and tracking standards.
Customer and Seller Support
Miravia offers new sellers a 90-day onboarding support programme, through which the business development team assists with the initial launch of operations. An account manager may also be assigned during the initial store configuration process.
Sellers have free access to Miravia Academy, which includes courses, webinars, operational materials and guidance on using the Seller Center. Support is available via chat, voice call, email and web form.
The company remains responsible for the information it publishes, product compliance, catalogue availability and its sales and after-sales obligations. Miravia may suspend or remove products and stores that fail to comply with the platform’s terms or applicable legislation.
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