Alibaba: the Superhighway to Global E-commerce


Alibaba makes it easy to grow.

Alibaba gives American entrepreneurs, farmers, major brands, and small businesses direct access to a consumer base of more than 1 billion. Thousands of  American brands are selling directly to Chinese consumers on Tmall, Alibaba's business-to-consumer e-commerce platform. Think of Tmall as a digital mall with virtual stores. Alibaba takes care of the marketing, payments, and logistics for these digital stores, allowing brands to focus on the consumer shopping experience, new products, and other innovations.

Alibaba also runs, one of the largest global business-to-business e-commerce platforms. With, American small businesses have access to the $23.9 trillion global B2B e-commerce market in two ways: sourcing the highest quality and best-priced goods online and selling to global wholesale business buyers. Both of these channels help contribute to the health and vitality of American small business.

Because it enables American brands to own the relationship with their customers, and because its main business is not selling products itself, Alibaba is an ally of, not a competitor to, the American businesses selling on its platforms.

Alibaba History Subtext

Alibaba’s History

Alibaba Group was founded in 1999 by 18 people of different backgrounds, led by Jack Ma, a former English teacher from Hangzhou, China.

With the passion and desire to champion small businesses, Alibaba’s founders strongly believed the Internet would be the key driving force to level the playing field for all by empowering small businesses with technology and innovation, so they can grow and compete more effectively in domestic and global economies.

Today the company is one of the largest publicly traded companies that started in China.


It’s easier to grow brands in the world's biggest online shopping mall.

Alibaba's ecosystem of more than 30 business units offers an array of digital e-commerce platforms that grant American businesses unparalleled access to China and other global markets. Over 1 billion consumers shop on Alibaba platforms. In 2020, U.S. companies, including small, mid-sized and large businesses, sold more than $54 billion worth of goods to Chinese consumers through Alibaba’s online platforms.

Tmall is the largest third-party online and mobile commerce platform for brands and retailers in the world. Brands and retailers operate their own storefronts on the Tmall platform with unique brand identities and look and feel, accompanied by full control over their branding and merchandising. As of March 31, 2020, there were over 250,000 brands and merchants on Tmall, including 80% of the consumer brands ranked in the Forbes Top 100 World's Most Valuable Brands for 2019.

Tmall Global brings the most popular products from over 25,000 international brands, including thousands of U.S. brands, to the Chinese market. Tmall takes care of supply chains, logistics, payments, and marketing, freeing up U.S. companies to focus on product innovation and customer service. Learn more about Tmall.

Launched in 2014, Tmall Global addresses the increasing Chinese consumer demand for international products and brands. It is the premier platform used by overseas brands and retailers to reach Chinese consumers, build brand awareness and gain valuable consumer insights to help develop their overall China strategy, without the need for physical operations in China.

Tmall Global helps to connect more than 25,000 brands from 92 countries and regions with more than 1 billion consumers across Alibaba’s platforms.

Today, more than 180 brands are on Tmall Luxury Pavilion including many American brands like Michael Kors, Alexander Wang, and Coach. Products range from apparel and beauty items to watches and luxury cars.

Founded in 1999, – the first business that Jack Ma started under Alibaba Group -- has always had a goal of supporting global small-and-medium-sized businesses. For the first 18 years if its history, functioned as a listing platform for manufacturers, wholesalers and distributors, and enjoyed steady growth with over 150K suppliers and 10+ million active buyers from around the world today.

In order to meet increasing needs and expectations of our users, has evolved in the past few years from a listing platform to an end-to-end trade platform that manages the entire transaction chain between buyers and sellers, where buyers and sellers can access a variety of trade enablement services, from payment, financing, to logistics—all designed to make it easy for businesses to do business with one another.

Today, is one of the world’s largest business-to-business e-commerce marketplaces with buyers in 190 countries and regions. Through, American companies of all sizes can sell goods to wholesalers, retailers, manufacturers and service providers around the world, as well as source or create products that power the growth of their business. Learn more about

Experienced Leadership

Meet Alibaba’s Leadership in the US




President and Director of Alibaba Group

J. Michael Evans has served as the President of Alibaba Group since August 2015. As President, Michael is responsible for leading and executing Alibaba Group's international strategy for globalizing the company and expanding its businesses outside of China. He has also served as a member of Alibaba's Board of Directors, since Alibaba’s initialpublic offering in September 2014.

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Head of the Americas, Tmall Global & Kaola

Tony joined Alibaba Group in 2017 and serves as the Head of the Americas region for Alibaba Group’s cross-border B2C platforms, Tmall Global & Kaola. He leads a team of experts in North America working with brands, retailers and SMEs to help them sell into the growing Chinese market. Tony has had e-commerce roles at Amazon as well as luxury fashion brand Coach.

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Head of Fashion and Luxury, Europe and U.S., Tmall

Christina helps brands leverage the Alibaba eco-system to gain insights into Chinese consumers as they become a key growth driver for companies around the world. Christina joined Alibaba when the group opened an office in Milan to help European brands work better with Alibaba. She has over 20 years’ experience working in digital start-ups that have helped companies transform the way they do business.

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COMBATING COunterfeiting

Best-in-Class Brand Protection

Alibaba is committed to providing secure products and services and working collaboratively across its ecosystem to combat counterfeiting. Alibaba's 2019 IPR report demonstrates that a combination of ever-improving technologies and close partnerships with brands, law enforcement and other stakeholders helped deliver strong results in Alibaba's increasingly effective IP-protection program. Key results for 2019 include:

  • 96% of proactively removed listings were eliminated before a single sale took place.
  • 96% of removal requests submitted through Alibaba's online Intellectual Property Protection Platform (IPP Platform) were processed within 24 hours.
  • A 20% year-on-year increase in the number of registered users on the IPP Platform.
  • A 57% year-on-year decrease in the number of listings removed in response to consumer reports of suspected counterfeits, showing increased effectiveness of Alibaba's IP-protection technology.
  • 1,045 IP-related leads by Alibaba to law enforcement that resulted in the arrest of 4,125 suspects and the closure of 2,029 facilities involved in manufacturing and distributing illicit goods. Read more in Alibaba Group’s most recent global IPR protection annual report.

Membership in the Alibaba Anti-Counterfeiting Alliance (AACA), which brings rights holders and IP stakeholders together to share industry and technical expertise in the fight against IP infringers, grew to 170 rights holders – representing more than 500 global brands – by the end of 2019.

"Alibaba has so substantially enhanced their IPR protection program to the point that we, and many other stakeholders, are comfortable in referring to their IPR protection program as the gold standard within the e-commerce industry."

Bob Barchiesi, President, International Anti-Counterfeiting Coalition