Alibaba-owned online marketplace AliExpress has launched its first free-of-charge membership programme, Elite, for eligible shoppers across seven European markets.
The invitation-only programme is available in the AliExpress app in Germany, the UK, France, Italy, Spain, Poland and the Netherlands.
Customers who spent more than $800, or the equivalent amount in local currency, and placed orders on at least five days during the past year are automatically eligible.
AliExpress vice president Eric Zhang said: “Elite is our first free-of-charge membership programme, and we have made a deliberate choice: it is free. There is no subscription fee, no hidden cost.
“If you are one of our most loyal shoppers, you are in. Members get an extra saving and dedicated customer service. This is how we are rewarding the customers who have supported our growth – and it is just the beginning.”
According to the company, customers who meet these conditions receive automated entry.
Membership promises to provide streamlined, complimentary returns on qualifying merchandise within 15 days of delivery, without the need to submit supporting evidence.
Concurrently, AliExpress has instituted next-day delivery on participating goods across various cities in France, Spain, and Poland as part of its European local logistics growth.
The introduction comes ahead of the retailer's 11.11 Global Shopping Festival, which is scheduled to run from 1-18 November.
Members of the Elite tier will be permitted to combine their membership price cuts with 11.11 promotional prices on designated Brand+, Choice, and Local+ items.
Established in 2010, AliExpress operates in more than 200 countries and regions and it is a part of Alibaba International Digital Commerce Group.
In March, AliExpress executives informed European Union (EU) lawmakers that the business was reinforcing internal mechanisms to meet EU standards.
That statement followed inquiries from Members of the European Parliament regarding the sale of counterfeit and unsafe products to consumers within the bloc, coming amid broader regulatory scrutiny by EU authorities over rapidly expanding online platforms including AliExpress, Temu, and Shein.
