Alibaba.com celebrated Pakistan’s top e-commerce exporters at the KEL Awards 2025 ceremony in Sialkot, where the company also introduced its upgraded Trade Assurance 2.0 service. The event brought together business leaders and innovators to recognize local exporters who have expanded their global reach using the Alibaba.com platform, while unveiling new features designed to make international trade more accessible and secure for Pakistani businesses.
A major announcement at the event was the launch of Trade Assurance 2.0, an enhanced version of Alibaba.com’s transaction security service. The new upgrade offers a host of benefits tailored to local exporters, including reduced transaction fees, free withdrawals, increased order and credit limits, and additional payment options. These improvements are aimed at reducing financial and operational barriers, allowing Pakistani businesses to conduct global trade more efficiently and with greater confidence.
Summer Gao, Head of Global Supply Chain Services at Alibaba.com, highlighted Pakistan’s strong manufacturing capabilities and the country’s growing appeal to worldwide buyers. She emphasized that the upgraded Trade Assurance service is specifically designed to give local suppliers the tools they need to secure larger orders and to drive growth amid the challenges of cost and credit often faced by exporters.
The ceremony also honored standout performers in Pakistan’s e-commerce sector. Six finalists competed for top awards, giving presentations on the innovative strategies that led to their success on Alibaba.com. Winners were recognized in two categories: Global Trade Innovators and E-commerce Export Masters. Mr. Muhammad Usman Humayun from Gray Rocks Enterprise, Mr. Haider Ali from IMPEX Pakistan, and Mr. Muhammad Azam Rahmat from Mangoes Fashion received the highest honors as Key E-commerce Leaders. The People’s Choice Award, based on audience votes, went to Mr. Muhammad Wasim from Blue Hands International. A distinguished panel of judges, including regional business leaders and key figures from Alibaba.com, evaluated the nominees.
Berry Ma, Head of Pakistan Business at Alibaba.com, noted that the KEL Awards serve to celebrate the ingenuity and determination of Pakistani SMEs, providing both recognition and inspiration for exporters. She underlined that the platform enables local businesses to push the boundaries of international commerce.
One of the evening’s most notable stories came from Muhammad Azam Rahmat of Mangoes Fashion. Starting as a small garments company with just two people, Mangoes Fashion struggled to connect with overseas buyers until joining Alibaba.com in 2021. By achieving a Verified supplier tag on the platform, the business quickly gained credibility and visibility, leading to a series of major export deals and rapid annual growth exceeding 200 percent. Today, Mangoes Fashion supplies apparel to markets in the United States, Europe, Australia, and Canada. Rahmat’s journey demonstrates how ambition and digital innovation can enable Pakistani businesses to achieve international success.
This year’s KEL Award finalists included Muhammad Wasim of Blue Hands International, Haider Ali from IMPEX Pakistan, Usman Asif of Moytei Sports, Muhammad Azam Rahmat from Mangoes Fashion, Imran Iqbal Bajwa from Producing Peak, and Muhammad Usman Humayun from Gray Rocks Enterprise.
Alibaba.com, part of the Alibaba International Digital Commerce Group, is a leading global B2B e-commerce platform connecting buyers and suppliers across over 200 countries, helping businesses expand their international presence through digital solutions.
