AliExpress tailors its global offering to each market with relevant products, competitive prices, and innovative technology. Personalization, flexible logistics, and social commerce are key drivers of the future of e-commerce, where the customer is always the priority. Given AliExpress’s global reach, how do you ensure a consistent customer experience despite cultural and market differences? Providing a consistent customer experience is very important, but adapting that experience to each market is even more so. We focus on making sure that the products available align with what consumers seek in each country. For example, Spain has a warmer climate than other European nations, which influences the range of clothing and outdoor items we offer. How do these differences impact other aspects of the customer experience? These differences are also reflected in payment methods and delivery options. In Spain, for instance, BIZUM is very popular and exclusive to the local market, so we make sure to offer as many local payment options as possible. The same goes for delivery: we work with Correos and InPost to optimize the service based on local needs. How does marketing contribute to this local adaptation? Building relationships with local customers is also key for us, and marketing plays a vital role in localizing the customer experience. Through targeted content, we connect with local audiences. This year we collaborated with Jaime Lorente, a famous Spanish actor from Money Heist, as an AliExpress brand ambassador. The campaign communication and content were specifically adapted for the Spanish market and its consumers. What channels do you use to interact with customers to ensure a consistent experience? We have various channels for customer interaction to ensure a seamless and evolving experience. Our website and app are the primary touchpoints, where users can create accounts, track their purchases, and contact sellers. We also use push notifications, newsletters, and maintain an active presence on social media to share promotions and highlight products. And we offer customer service to address any questions or issues. The diversity of channels ensures that each customer can choose the one that best suits their preferences, resulting in a personalized and accessible experience. What AI solutions are you implementing to personalize the customer experience? Artificial intelligence is a significant trend in the industry, and Alibaba and AliExpress are actively exploring its potential. A great example is the virtual try-on feature introduced during the Paris Olympics, where customers could create personalized avatars and virtually try on different garments. This interactive technology helps customers visualize products before purchasing, enhancing personalization and reducing uncertainty in the buying process. E-commerce is constantly evolving. How do you envision the future of customer experience and AliExpress’s role? E-commerce is always evolving, but some aspects remain constant, such as the importance of offering interesting products and maintaining a strong price- to-value ratio. However, the customer experience continues to transform. One growing trend is social commerce, which integrates social media with e-commerce to create a more engaging, human shopping experience. At AliExpress, we collaborate with influencers and foster interactions on social platforms to promote products. The practice of sharing offers in chat groups, such as on WhatsApp, is also reshaping how consumers shop online. Flexibility in logistics will also be crucial. Consumers increasingly seek fast, adaptable delivery options that suit their lifestyles. At AliExpress, we’re investing in providing a wider range of delivery and return options, ensuring customers can choose the solution that best fits their needs. The future of e-commerce will be centered on creating personalized, flexible, and connected experiences, and AliExpress is committed to leading this evolution. The Principles of the AliExpress Experience Every decision is centered on delivering the best possible experience, with the customer’s needs and preferences at the heart of everything. Relevant & Surprising Products • What are customers looking for? Useful and desirable products. • Goal: Offer items that align with customers’ lifestyles. • Surprise factor: Unique and innovative products unavailable elsewhere. Value for Money • Customers expect good prices without compromising quality. • Focus: Competitive pricing that ensures customers pay less than expected. • Result: High satisfaction with value received. Seamless Shopping Experience • Reliable logistics: Guaranteed delivery times. • Real-time tracking: Transparency at every stage of shipping. • Delivery options: Home delivery or convenient pickup options. • Easy returns: A hassle-free, simple process. • Customer service: Available via app, email, and social media.