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AliExpress has launched Elite, a free loyalty scheme for eligible UK shoppers, with more than 120,000 customers initially qualifying for membership.
Elite is available to customers who have spent about GBP £600 and placed orders on at least five days over the past year. Eligible shoppers will see their status in the AliExpress app and gain access to member pricing.
Benefits include an extra 5% discount on millions of products carrying an Elite label across Brand+, Choice and Local+ ranges. On the first day of each month, which AliExpress calls Elite Day, members can receive an 8% discount on eligible products.
AliExpress has also linked the scheme to its returns process. Members can return eligible products within 15 days of delivery without providing additional evidence, according to the company.
Membership model
The launch puts AliExpress in closer competition with the paid and free loyalty schemes offered by other large online retailers. The company is positioning Elite around repeat spending rather than a subscription fee, using purchase history as the threshold for entry.
This differs from membership models that require shoppers to pay in advance for delivery and other benefits. AliExpress described the programme as "earned, not bought".
Eric Zhang, Vice President at AliExpress, set out the company's rationale for the move.
"Elite is our way of thanking the shoppers who choose AliExpress time and again. We want membership to offer practical value that customers can use as they shop, so we've made it free to join and focused the benefits on savings and convenience. Members can get extra savings on millions of eligible products, access bigger discounts on Elite Day and enjoy simpler returns.
"As we head into 11.11, eligible members will have another opportunity to save: on eligible products, they can combine their Elite discount with sale prices. We'll continue looking for ways to make shopping on AliExpress more rewarding for the people who keep coming back," said Eric Zhang, vice president at AliExpress.
Customer response
AliExpress also shared comments from users who said the returns process had improved their experience on the platform. One customer, identified as Jaxical, described a recent refund involving a damaged item.
"The perks that come with Elite status have been really nice. I've been shopping with them for about 10 years now and buy a lot from them. Most orders arrive fine, but there's the occasional hiccup. The last issue I had was a collectable that arrived with a damaged box. They refunded the $300 AUD and let me keep the item.
"And just today I had an item that arrived crushed to hell and I immediately logged a return; they refunded me in advance with a reminder to post it within the fortnight to maintain my reliable status," said Jaxical.
Another user, identified as El_Scheffe, compared the service with a larger rival.
"Same here. I returned something because it wasn't what I had expected. AliExpress refunded my money before I even sent it. AliExpress service is better than Amazon," said El_Scheffe.
A third customer, DimerNL058, said the company had supported buyers in disputes with sellers.
"Been buying stuff for well over a decade and never had issues with a refund or return. Sometimes it just takes a bit more messaging back and forth with the disagreeing seller, but AE has always been on my side in those situations," said DimerNL058.
Competitive pressure
The new scheme comes as online marketplaces seek to build repeat purchasing and reduce friction in areas such as delivery and returns. For AliExpress, waiving a membership fee may help widen uptake among regular shoppers while still reserving benefits for those with an established spending record.
The UK launch figure suggests the company already has a sizeable base of customers meeting that threshold. By linking discounts, returns and service to spending history, AliExpress is testing whether a no-fee programme can strengthen loyalty in a market where consumers have become used to subscription offers from larger retail platforms.
Members who qualify will receive discounts on eligible products and a simplified return process at no charge.