Alibaba.com, a leading global business-to-business (B2B) e-commerce platform, today celebrated the nation’s top e-commerce businesses at the KEL Awards 2025 ceremony while launching its enhanced Trade Assurance 2.0 service in Pakistan. The event brought together key industry leaders, including Omer Khalid, Vice President of SCCI and Sayyed Ahmad Masud, Project Director of the National Incubation Center Islamabad, to honor local exporters who have leveraged Alibaba.com to transform their operations and expand their businesses globally.
The launch of Trade Assurance 2.0 was a key highlight, introducing major enhancements designed to empower Pakistani exporters. This updated service directly addresses their needs by offering reduced transaction fees, free withdrawals, higher order and credit limits, and more payment options, empowering local businesses to conduct international trade with greater efficiency and security.
“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.” said Summer Gao, Head of Global Supply Chain Services at Alibaba.com.
Honoring Pakistan’s Top Global Exporters
The KEL Awards 2025 showcased the remarkable achievements of six Pakistan’s top e-commerce finalists, each delivering insightful presentations on the strategies that fueled their success on the Alibaba.com platform. The ceremony honored top performers across a wide range of sectors, from apparel to surgical goods, with winners recognized in two categories, Global Trade Innovators and E-commerce Export Masters.
This year’s top honors of Alibaba.com Pakistan Key E-commerce Leader were awarded to Mr. Muhammad Usman Humayun from Gray Rocks Enterprise, Mr. Haider Ali from IMPEX Pakistan, and Mr. Muhammad Azam Rahmat from Mangoes Fashion. Additionally, the event featured a People’s Choice Award for 2025, which was presented to Mr. Muhammad Wasim from Blue Hands International based on audience voting. The finalists were evaluated by a distinguished judging panel with the challenging mission of selecting the winners including, Omer Khalid (Vice President of SCCI), Sayyed Ahmad Masud (Project Director of National Incubation Center Islamabad), Usman Chughtai (Key E-commerce Influencer), Berry Ma (Head of Pakistan Business, Alibaba.com), Summer Gao (Head of Global Supply Chain, Alibaba.com)
Berry Ma, Head of Pakistan Business at Alibaba.com, emphasized the significance of the awards, stating, “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.”
One of the six finalists, Muhammad Azam Rehmat, from Mangoes Fashion shared a compelling story that underscores the transformative power of ambition and innovation in e-commerce. As a farmer’s son, began his two-person garments company, Mangoes Fashion, in 2020. Despite having local manufacturing expertise, breaking into the competitive global market felt nearly impossible without a trusted channel to connect with international buyers. The solution came in 2021 when the company joined Alibaba.com. By leveraging the platform’s ecosystem and securing a Verified tag, Mangoes Fashion gained the credibility and visibility needed to transform its small-scale operation into a global venture, providing a direct channel to buyers worldwide.
The results were transformative and rapid. Mangoes Fashion achieved over 200% annual growth, securing landmark deals including a single order worth $62,545 and six subsequent orders of $20,000 each. Today, what started as a small team exports apparel to key markets across the United States, Europe, Australia, and Canada, proving that local businesses can leverage digital tools to achieve significant global success. This impressive growth was not only a highlight of Azam’s entrepreneurial journey but also serves as an inspiration for aspiring entrepreneurs in Pakistan to harness technology in the pursuit of their dreams.
Finalists in the Alibaba.com KEL Award 2025 Finale include:
- Mr Muhammad Wasim from Blue Hands International
- Mr Haider Ali from IMPEX Pakistan
- Mr Usman Asif from Moytei Sports
- Mr Muhammad Azam Rahmat from Mangoes Fashion
- Mr Imran Iqbal Bajwa from Producing Peak
- Mr Muhammad Usman Humayun from Gray Rocks Enterprise
