Alibaba.com, a leading global B2B e-commerce platform, today announced the conclusion of the 2025 New Power Award in Hangzhou, China. Often referred to as the “Oscars of Digital Trade,” the event is dedicated to identifying and celebrating pioneering B2B sellers who are shaping the future of digital trade. This year’s competition opened for the first time to sellers worldwide, and among the Global Top 20 finalists is Impex Pakistan, a Pakistani export company recognized for its innovative ‘AI Commander’ approach and its pioneering use of AI-driven tools to transform a traditional stone business into a high-efficiency global operation.”
Created to recognize pioneering suppliers and export enterprises worldwide, the New Power Award celebrates B2B businesses that combine strong export performance, digital operational excellence, and innovative business thinking while also telling authentic, inspiring stories of global trade. Each year, around 500 qualified candidates compete through multiple rounds of evaluation before approximately 20 finalists take the stage to vie for top honors.
This year’s finale continued the award’s signature debate-style format, sparking industry dialogue on four key topics shaping exporters today: team vs. individual agility, scaling vs. premium value, AI as a tool vs. partner, and asset-light vs. heavy-operations globalization. The 4th New Power Award Grand Finale was held on December 22, 2025, in Hangzhou.
Haider Ali, CEO of Impex Pakistan, made a profound impression on the global finals stage with his perspective on how digital innovation can rewrite traditional industries. As the first Pakistani seller ever present on this global stage, Ali shared his journey of transforming a centuries-old trade, Himalayan pink salt mining into a high-tech export powerhouse. By pivoting to a digital-first strategy on Alibaba.com, Ali secured his first 20-foot container order in just 23 days, a milestone that signalled the start of exponential growth.
To manage the exponential growth that followed, Ali moved beyond the “hard work” trap by integrating Alibaba’s AI-powered Smart Assistant to handle the repetitive “e-commerce basics” that were overwhelming his small team. By automating product optimization and multi-timezone communication, he enabled his lean crew to act like a much larger enterprise, eventually reaching buyers in over 30 countries. Ali’s success stems from his philosophy that technology should amplify, not replace, human talent, stating: “AI is an accelerator. What truly matters is your ability to command it. That’s why I don’t say ‘I use AI.’ I say: ‘I am an AI Commander.’”
Beyond his own commercial success, Ali’s story proves that digital tools create a more equal starting line for everyone. He believes that while AI handles the data and the routine, the heart of global trade remains rooted in human judgment and trust. Offering a powerful metaphor for the modern exporter, he shared: “Smart Assistant is the car. The entrepreneur is the driver. If I can turn this rock into a global light, then every small business in Pakistan can.” Today, with 60% of his revenue coming from Alibaba.com, Ali continues to lead his company toward a future where efficiency and intelligence are Pakistan’s greatest exports.
“The New Power Award has evolved into a global stage for a profound ‘collision of ideas,’ where exporters from diverse backgrounds come together to decode the future of digital trade,” said Shawn Yang, General Manager of Global Development at Alibaba.com. “Alibaba.com is now a global digital platform dedicated to helping merchants everywhere export more effectively. By sharing our proven B2B methodologies, we are empowering a new generation of global exporters to transform their local expertise into a sustainable global legacy.”
