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March Expo, Alibaba.com’s flagship sourcing event, saw US SME buyers leverage AI and digital sourcing to build new supplier partnerships and unlock growth opportunities
NEW YORK, March 31, 2025 /PRNewswire/ — Alibaba.com, a leading platform for global business-to-business (B2B) e-commerce, has recorded a 27% year-on-year increase* in the number of orders placed by US SME buyers during this year’s March Expo.
March Expo is Alibaba.com’s flagship sourcing event. It connects millions of buyers with millions of suppliers from around the world, helping them discover the latest product opportunities and build new supplier partnerships while providing attractive promotional offers. A month-long virtual event, March Expo leverages technology, artificial intelligence (AI) and digital sourcing to make it easier for US SMEs to access growth opportunities via global trade.
Alibaba.com’s US order growth was driven by growth across several key product categories across the country, particularly sports products, which saw an increase of nearly one third (30%) year-on-year. Notably, according to Alibaba.com data, orders for pickleball-related products increased by 197%, as demand for sporting goods in the US continues its growth trajectory and there is rising interest in new and emerging sports.
In addition, the strong order growth was driven by US SMEs switching to digital sourcing — buying goods directly from suppliers, rather than intermediaries. New data from Alibaba.com‡ revealed that nearly half of SMEs (44%) plan to change suppliers this year — notably via digital sourcing channels such as online B2B marketplaces. Meanwhile, just under two thirds (59%) of US SMEs surveyed said digital sourcing is more important now compared to this time last year, demonstrating an increased preference for direct sourcing.
Kuo Zhang, President, Alibaba.com, said: “During this year’s March Expo, there has been a noticeable shift in favor of digital sourcing, with order volumes amongst US SMEs rising sharply year-on-year. This trend aligns with our recent research, which revealed that US SMEs increasingly recognize the benefits of online sourcing, from affordability to trend responsiveness and supplier reliability. In addition, the rise in sports-related product purchases indicates that SME buyers are increasingly tapping into consumer trends and sourcing ready-made products. As businesses embrace digital sourcing, they gain greater flexibility and access to a wider range of products to support their growth.”
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Notes to Editors
*The data was collected from March 1 to 7, 2025 and compared with the same period in 2024.
‡The research was conducted by Censuswide, among a sample of 1,000 decision makers (aged 18+) in US SMEs who are responsible for sourcing in companies with under 150 employees (excluding sole traders). The data was collected between January 31, 2025 and February 6, 2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct which is based on the ESOMAR principles. ‘Digital sourcing’ refers to sourcing products through online B2B marketplaces. ‘More important’ refers to ‘Much more important’ and ‘More important’ responses combined.
About Alibaba.com
Launched in 1999, Alibaba.com is a leading platform for global business-to-business (B2B) e-commerce that serves buyers and suppliers from over 200 countries and regions around the world. It is engaged in services covering various aspects of commerce, including providing businesses with tools that help them reach a global audience for their products and helping buyers discover products, find suppliers and place orders online fast and efficiently. Alibaba.com is part of Alibaba International Digital Commerce Group.
