Alibaba.com, one of the world’s largest B2B e-commerce platforms, recognized Pakistan’s leading exporters at the KEL Awards 2025 while unveiling its upgraded Trade Assurance 2.0 service. The event gathered business leaders, policymakers, and digital economy stakeholders to highlight how local exporters are using technology to strengthen their presence in international markets.
The ceremony honored top Pakistani businesses that have successfully leveraged Alibaba.com to scale operations and expand globally. Notable figures such as Omer Khalid, Vice President of SCCI, and Sayyed Ahmad Masud, Project Director of the National Incubation Center Islamabad, attended the event to show support for the country’s fast-growing digital trade ecosystem.
The introduction of Trade Assurance 2.0 was the highlight of the gathering. This upgraded version of Alibaba.com’s secure payment and buyer protection service brings several important features tailored to Pakistan’s exporters. The new benefits include lower transaction fees, free withdrawals, higher order and credit limits, and a wider range of payment solutions. These enhancements aim to remove barriers that often hinder cross-border transactions, giving exporters more confidence to enter and thrive in global markets.
Summer Gao, Head of Global Supply Chain Services at Alibaba.com, stated that Pakistan is a high-potential supplier market with strong manufacturing capacity and diverse product offerings. He explained that the upgrades to Trade Assurance 2.0 were designed to address challenges related to cost and credit, enabling Pakistani exporters to secure larger international orders and build long-term partnerships with overseas buyers.
The KEL Awards 2025 further showcased the talent and innovation within Pakistan’s exporter community. Six finalists were invited to present their success stories and strategies on how they leveraged Alibaba.com for growth. The winners were recognized under two categories: Global Trade Innovators and E-commerce Export Masters, representing industries from textiles to surgical instruments.
Top honors for Alibaba.com Pakistan Key E-commerce Leader went to Muhammad Usman Humayun from Gray Rocks Enterprise, Haider Ali from IMPEX Pakistan, and Muhammad Azam Rahmat from Mangoes Fashion. The People’s Choice Award, decided by audience voting, was presented to Muhammad Wasim of Blue Hands International. The judging panel included industry leaders such as Omer Khalid, Sayyed Ahmad Masud, Usman Chughtai, Berry Ma, and Summer Gao, who evaluated the finalists based on innovation, scalability, and global market impact.
Berry Ma, Head of Pakistan Business at Alibaba.com, said the awards were more than a recognition ceremony, calling them a celebration of the resilience and creativity of Pakistani SMEs. He highlighted that the platform provides exporters not only with opportunities to expand globally but also with a chance to inspire other businesses to embrace digital tools.
A standout story came from finalist Muhammad Azam Rahmat of Mangoes Fashion. Coming from a farmer’s family, he co-founded a two-person garments business in 2020. Despite strong local manufacturing expertise, reaching international buyers seemed out of reach until Mangoes Fashion joined Alibaba.com in 2021. By obtaining a Verified tag on the platform, the company gained credibility and global visibility. This move transformed the business, leading to rapid expansion and over 200 percent annual growth.
Mangoes Fashion secured major deals, including a single order worth $62,545 and six additional orders of $20,000 each. Today, the brand exports apparel to markets across the United States, Europe, Australia, and Canada. The company’s story is a testament to how technology and global platforms can turn small enterprises into thriving international exporters.
The success of Mangoes Fashion and other award-winning businesses demonstrates the vital role e-commerce plays in Pakistan’s economic growth. As Alibaba.com continues to strengthen its ecosystem through services like Trade Assurance 2.0, more small and medium-sized businesses are expected to join the global supply chain, helping Pakistan increase its footprint in international trade.
