AliExpress, Alibaba's renowned cross-border e-commerce platform, is presently conducting a trial of an exclusive, invitation-only VIP membership scheme dubbed "Elite" in specific markets. This initiative is designed to cater to customers whose annual expenditures surpass $800. Currently, the program is undergoing a pilot phase in Australia, the UK, Germany, and Spain, with intentions to broaden its reach to additional European markets and South Korea in the upcoming month, eventually extending its availability to the United States.

Internally, there are projections indicating that the membership base will swell to 1 million by the year's end. In contrast to Amazon Prime's model, which necessitates a paid subscription, the Elite membership program abstains from imposing any membership fees. Instead, it bestows upon its members perks such as an extra 5% discount on products, round-the-clock online customer service, and a hassle-free return policy.

Furthermore, AliExpress has rolled out initiatives like next-day delivery services in select European cities as a strategic move to entice Amazon users. This new strategy, geared towards profitability, has already begun to bear fruit, with AliExpress attaining operational profitability in the quarter that concluded in June. Alibaba's international e-commerce division reported revenues amounting to $4.09 billion for that quarter, marking a marginal year-on-year decline of 1%.