AliExpress has launched a pilot for its invitation-only Elite program, targeting customers who spend over $800 annually. Membership is free and includes a 5% discount on various items, 24/7 customer support, and simplified return processes.
The program is currently active in Australia, the United Kingdom, Germany, and Spain. Expansion to South Korea and additional European markets is scheduled for October, with a future rollout planned for the United States.
The company aims to reach 1 million Elite members by the end of the year. This initiative aligns with a broader strategic shift toward premium services and branded goods, moving away from a previous focus on low-price competition.
AliExpress is also testing next-day delivery services in select European cities. This transition follows recent regulatory changes, including new U.S. tariffs and European Union handling fees on international packages, which impacted major e-commerce players.
Alibaba Group reported that AliExpress achieved operating profit for the quarter ending June 30. The company attributes this performance to increased sales of locally supplied products and the utilization of the broader Alibaba ecosystem supply chain.
