AliExpress moves to boost American shopping experience ahead of its 2026 back to school sale
AliExpress has announced a new phase of US customer experience enhancements designed to give shoppers clearer order information, simpler eligible refunds, and more consistent support throughout the shopping journey. These are rolling out ahead of the company's annual back to school sale, which runs from 17th - 26th August.
“Shoppers come to AliExpress for value and selection, and they expect a dependable experience from checkout through delivery,” says Chris Gu, U.S. Country Manager, AliExpress. “We are improving the way customers track orders, receive eligible refunds, and access support so shopping on AliExpress is easier throughout the year. This work is central to the experience we are building for consumers across America who trust us for their shopping needs.”
AliExpress’ Fast Delivery guarantee is currently available on approximately 95% of products offered to US shoppers. For eligible orders without delivery confirmation during the applicable guaranteed window, customers canrequest refunds that are automatically approved upon submission. The window is 20 days after shipment for products stocked in the US and 30 days after shipment for cross-border products.
AliExpress is also simplifying certain eligible refund claims by using tracking, order, and seller information already available through the platform, reducing the documentation shoppers must submit. This applies when tracking shows a package as delivered but the shopper did not receive it, or when an item differs significantly from its listing.
Under a new in-stock guarantee, when an eligible paid order is canceled because an item is out of stock, the shopper will receive a full refund and can claim a coupon in the AliExpress app with no minimum purchase requirement. The coupon is $2 for eligible Brand+ products and $1 for other eligible products.
Beginning 30th August, AliExpress will reinforce its US service standard for sellers, including earlier penalties for repeated order cancellations and listing inaccuracies. These policies are designed to reduce unexpected cancellations and improve product accuracy for shoppers.
AliExpress is also expanding its direct coordination with delivery partners for eligible US orders. Shoppers will receive clearer tracking milestones and carrier contact information in the app, while AliExpress can work directly with the carrier to address lost or delayed packages. Photo proof of delivery, already available for many cross-border orders, is being extended to eligible locally shipped orders.
Throughout the back to school event, AliExpress will host eight Reddit giveaways featuring products from Brand+. Giveaway items include products from GameSir, EliteWheels, FIFINE, AYN, MCHOSE and other participating brands. Additional giveaway details will be announced through AliExpress' Reddit channels.
2026 RTIH Innovation Awards
On demand delivery will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
