Alibaba.com, one of the world’s leading B2B e-commerce platforms, has announced the conclusion of its 2025 New Power Award, held in Hangzhou, China, recognizing emerging global exporters that are redefining the future of digital trade. Among the Global Top 20 finalists this year is Impex Pakistan, a Pakistani export company that earned international recognition for its innovative “AI Commander” approach and its use of artificial intelligence to modernize a traditional stone export business.
Often referred to as the Oscars of Digital Trade, the New Power Award was created to spotlight pioneering B2B sellers and export enterprises that combine strong export performance with digital excellence and innovative thinking. The 2025 edition marked a major milestone for the award, as it was opened for the first time to sellers from around the world. From nearly 500 qualified candidates, only around 20 finalists advanced through multiple rounds of evaluation to compete on the global stage.
The fourth New Power Award Grand Finale took place on December 22, 2025, in Hangzhou, continuing the event’s signature debate-style format. This year’s discussions focused on four major themes shaping the global export landscape, including team versus individual agility, scaling versus premium value creation, artificial intelligence as a tool versus a strategic partner, and asset-light versus heavy-operations approaches to globalization. These discussions aimed to encourage critical thinking around how exporters can adapt to an increasingly digital and competitive global marketplace.
Haider Ali, Chief Executive Officer of Impex Pakistan, represented the country on the global finals stage, becoming the first Pakistani seller to do so. Ali shared his journey of transforming a centuries-old Himalayan pink salt mining and export business into a digitally driven global operation. By adopting a digital-first strategy on Alibaba.com, Impex Pakistan secured its first 20-foot container export order within just 23 days, a breakthrough that laid the foundation for rapid international expansion.
As demand grew, Ali leveraged Alibaba.com’s AI-powered Smart Assistant to manage core e-commerce functions such as product optimization and multi-timezone customer communication. This enabled his small team to operate with the efficiency and reach of a much larger organization. Today, Impex Pakistan serves buyers in more than 30 countries, with approximately 60 percent of its revenue generated through Alibaba.com. Ali attributes this growth to a philosophy that views technology as a force multiplier rather than a replacement for human expertise, emphasizing that success lies in knowing how to command AI effectively.
Beyond commercial success, Impex Pakistan’s recognition underscores the broader potential of digital tools to level the playing field for exporters in emerging markets. Ali highlighted that while AI manages data and routine tasks, trust, judgment, and human decision-making remain central to global trade. His participation at the New Power Award showcased how Pakistani businesses can compete internationally by combining local expertise with global digital platforms.
Commenting on the event, Shawn Yang, General Manager of Global Development at Alibaba.com, said the New Power Award has evolved into a global forum for exchanging ideas on the future of digital trade. He noted that Alibaba.com is committed to empowering exporters worldwide by sharing proven B2B methodologies and enabling businesses to transform local strengths into sustainable global operations.
Alibaba.com, launched in 1999, serves buyers and suppliers across more than 200 countries and regions. As part of the Alibaba International Digital Commerce Group, the platform provides a wide range of digital tools designed to help businesses reach international markets, streamline sourcing, and conduct cross-border trade efficiently. The recognition of Impex Pakistan at the 2025 New Power Award highlights Pakistan’s growing presence in the global digital economy and signals the rising role of AI-driven innovation in shaping the future of exports.
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