Alibaba.com, a global leader in business-to-business (B2B) e-commerce, honored Pakistan’s top-performing e-commerce exporters at the KEL Awards 2025 while unveiling its upgraded Trade Assurance 2.0 service in the country. The event gathered prominent industry figures including Omer Khalid, Vice President of SCCI, and Sayyed Ahmad Masud, Project Director of the National Incubation Center Islamabad, to celebrate local businesses that have successfully scaled through Alibaba.com’s platform.
The highlight of the event was the introduction of Trade Assurance 2.0, an advanced service aimed at supporting Pakistani exporters with features such as reduced transaction charges, free withdrawals, higher order and credit limits, along with expanded payment solutions. These enhancements are designed to help local suppliers engage in international trade with more security and efficiency.
Summer Gao, Head of Global Supply Chain Services at Alibaba.com, said:
“Pakistan represents a high-potential supplier market for Alibaba.com, boasting robust production capabilities and a diverse range of product categories that capture substantial global buyer interest. To capitalize on this potential, we have deliberately upgraded Trade Assurance 2.0 to provide suppliers with the essential tools to overcome challenges related to cost and credit. This service is designed to enable Pakistani businesses to secure higher-value orders and drive substantial growth in their global operations.”
Celebrating Pakistan’s E-commerce Leaders
The KEL Awards 2025 highlighted the achievements of six outstanding finalists who shared insights into their growth journeys on Alibaba.com. Winners were recognized under two categories: Global Trade Innovators and E-commerce Export Masters, covering industries from apparel to surgical goods.
Top honors as Alibaba.com Pakistan Key E-commerce Leaders went to Mr. Muhammad Usman Humayun (Gray Rocks Enterprise), Mr. Haider Ali (IMPEX Pakistan), and Mr. Muhammad Azam Rahmat (Mangoes Fashion). The People’s Choice Award 2025, based on audience voting, was presented to Mr. Muhammad Wasim (Blue Hands International).
The judging panel included Omer Khalid (Vice President of SCCI), Sayyed Ahmad Masud (NIC Islamabad), Usman Chughtai (E-commerce Influencer), Berry Ma (Head of Pakistan Business, Alibaba.com), and Summer Gao (Head of Global Supply Chain, Alibaba.com).
Speaking on the occasion, Berry Ma, Head of Pakistan Business at Alibaba.com, noted:
“The Pakistan KEL Awards are more than just a competition. They’re a powerful celebration of the ingenuity and resilience of Pakistan SMEs. We’re honored to provide a platform that enables exporters to not only succeed but also inspire. These finalists prove that with the right tools, Pakistani businesses can push the boundaries of global trade and seize opportunities in the global marketplace.”
A Success Story: Mangoes Fashion
Among the finalists, Muhammad Azam Rehmat of Mangoes Fashion shared a remarkable journey. Coming from a farming background, he co-founded Mangoes Fashion in 2020 with just two people. Despite having strong local manufacturing skills, entering the global market seemed nearly impossible until the company joined Alibaba.com in 2021. With a Verified tag on the platform, Mangoes Fashion built trust with buyers and transformed into a credible international exporter.
The results were striking—achieving over 200% year-on-year growth, securing a landmark order worth $62,545, followed by six more orders of $20,000 each. Today, Mangoes Fashion exports apparel to the United States, Europe, Australia, and Canada, turning a small venture into a thriving global business.
KEL Awards 2025 Finalists
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Mr. Muhammad Wasim – Blue Hands International
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Mr. Haider Ali – IMPEX Pakistan
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Mr. Usman Asif – Moytei Sports
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Mr. Muhammad Azam Rahmat – Mangoes Fashion
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Mr. Imran Iqbal Bajwa – Producing Peak
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Mr. Muhammad Usman Humayun – Gray Rocks Enterprise
