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Fancy a change of hair color? For many consumers in America, where fashion wigs top shopping lists on global marketplace AliExpress, this is the time to stock up on locks of every shade.
Over the next five days, the platform will host its longest promotional event yet to celebrate the first anniversary of its Choice service.
Perks include discounts on a selection of items tailored to regional tastes, which will roll out as the sale goes live in each market.
Launched on March 1 2023, Choice combines the infrastructure of AliExpress with Alibaba Group’s slick global logistics to source products straight from merchants.
As a result, products under the Choice section of the platform’s app and website are priced reasonably and available for free and quick shipping as well as free returns.
Starting midnight on March 1, aligning with the local time zones of AliExpress’ key markets, users will be able to score even better deals – as much as 60% off – as part of the promotion that also includes tiered discount codes offering savings of up to $50.
“By delivering standout features like complimentary shipping, swift delivery and easy returns, we are cultivating stronger customer loyalty while solidifying our market presence,” Gary Topp, European Commercial Director at AliExpress, said in February.
This strategy has scored early wins, as seen in Alibaba Group’s latest financial results.
For its fiscal quarter ending Dec. 31, 2023, AliExpress reported a 60% rise in order volume, leading to a 44% year-over-year surge in revenue for Alibaba International Digital Commerce Group, the parent business group of AliExpress.
Global Preferences
Instead of offering discounts on a set range of products for all markets, Choice users in different regions can mark the big day with a bevy of localized options at their fingertips.
It’s just as well, given how shopping preferences can vary globally, according to consumption data from AliExpress.
While flossing devices were all the rage last year in the Gulf Cooperation Council member states like Saudi Arabia and Bahrain, the platform noted a preference for fake eyelash products in Mexico and car cleaning items in Germany and Poland.
Choice users can snap up many of these goods for less during the anniversary promotion.
Shoppers in areas including Japan, Mexico, the UAE and the US will benefit from free shipping on orders over $10 each, while consumers in European markets will enjoy similar perks above a €10 ($10.8) threshold.
In South Korea, free shipping kicks in at ₩5,000 ($3.8) and at R$60 ($12.1) in Brazil.
For Choice users in Saudi Arabia, home of AliExpress’ latest ambassadors and footballers Feras Al-Buraikan and Salem Al-Dawsari, an extra-special prize awaits. People who spend over $200 in a single day can enter a raffle for a signed jersey from one of the players.
