AliExpress Hires PR Firm in Israel for the First Time: Moshe Debi to Lead Strategy
Chinese retail giant AliExpress is launching a major PR initiative in Israel. The company has tapped Debi Communications to spearhead its local strategy, starting with service upgrades including a reduced free shipping threshold of 139 shekels.
The Chinese online retail giant, AliExpress, is making a significant footprint in Israel by hiring a PR firm for the first time. Moshe Debi and his firm, Debi Communications, led by Deputy CEO Marina Digami, are set to lead the media consulting and local strategy.
As part of the initial phase launched this week, AliExpress has introduced a series of service upgrades for Israeli consumers, including shorter delivery times, more precise selection of collection points, and a lower threshold for free home delivery, which has been reduced from 169 shekels to 139 shekels.
According to rankings of the most visited websites in Israel, AliExpress maintains a strong position; in July, the site held the 17th spot, ranking above N12 and TikTok.
For Moshe Debi, this represents a significant international achievement, as the firm takes on the Chinese giant to define its local strategy. Debi Communications already manages accounts for several international companies, including Emirates, PayPal, TikTok, Nvidia, Unilever, and Kimberly-Clark. Last October, the firm also secured the PR budget for the company Pelephone.
Meanwhile, other shifts have occurred within the technology sector, with Microsoft moving its PR account a few months ago from the Gitam agency to the Zamir Dahbash Shalom Tel Aviv firm.
