The purpose of this article is to identify opportunities of utilizing Big Data to retain and strengthen the market position of an online-retailer operating in the Russian market. AliExpress is used as an example. Key success factors appealing to Russian consumers of AliExpress are determined. Consumer feedback analysis is conducted, evaluating Russian consumers’ satisfaction with goods and services provided by AliExpress. Consumers’ consent to AliExpress using Big Data to enhance their customer experience is analyzed. The effectiveness and relevance of individual (targeted) advertising by the online retailer is evaluated from consumer perspective. Consumer general attitude towards collection and usage of their personal data for advertising purposes is evaluated and extrapolated on to methodology of Big Data collection and analysis. Statistical correlation between relevance of goods and services offered and consumer attitude towards personal data collection. Opportunities to further grow the online retailer’s market share and retain its’ customer base are determined. Recommendations offered on how AliExpress can utilize Big Data to further its operations.