Alibaba contest targets UK B2B ecommerce

Technology giant brings world’s largest product-based pitch competition to London, writes Miya Knights, Retail Technology Publisher

Online marketplace and technology provider Alibaba.com has recently launched a new competition for UK and European small to mid-sized enterprises (SMEs) to showcase its business-to-business (B2B) ecommerce capabilities. 

The competition is the world’s largest product-based pitch competition, designed to help SMEs realise their ambitious product dreams and compete for a prize pool worth nearly £750,000. 

The competition, now in its third year, will also see Alibaba.com bring its flagship CoCreate event to London in November, creating a dual annual event hosted in both London and Las Vegas for the first time. 

RetailTechnology.co.uk spoke with Michelle Lau, Managing Director of Alibaba.com, about the opportunity. She explained that CoCreate Europe is a response to growing demand among B2B buyers and sellers for digital sourcing. 

Growing regional demand

Lau told RetailTechnology.co.uk: “Our global B2B sourcing platform was the first business established in our group 25 years ago. 

“We make it easy to do business anywhere. Our digital procurement tools, powered by AI, support over 200,000 suppliers in connecting to 50 million buyers across 200 countries.”

She added that the addition of CoCreate Europe reflected the fact that the number of products sold by European suppliers on its B2B e-commerce platform had increased fivefold year-over-year during the 60-day period to 30 May 2025.

“We’re calling on resellers, industrial manufacturers, wholesalers, retailers, and brand owners to develop innovative products,” Lau said. “We also serve other user types, including service providers such as hospitality and material equipment handling operators. 

“It’s our priority to have the strongest supplier base that complies with EU [European Union] regulation and standards.” 

AI-powered enhancements

Lau added that the number of buyers in the region had increased by over a third, while the number of paid UK users had grown by 53% since the beginning of the financial year. Growth has been even more substantial among B2B consumer electronics buyers. 

“Seeing such growth on the demand side means we want to raise awareness of the B2B ecommerce platform and reinforce our offer to suppliers,” she said. 

Building on its multilingual capabilities, Lau highlighted other recent AI-powered enhancements. These include pre-filled forms, auto-replies, instant communications via an in-app comms channel using WhatsApp, and even virtual factory visits.

Buyers can now also access a standalone AI sourcing agent, which utilises natural language interaction and returns structured results to complex inquiries, as well as offer supplier comparisons. 

Contest comes to London

Lau explained that SMEs can apply for the CoCreate Pitch by posting a 30-second video that tells their business story or showcases their product, using the hashtag #CoCreatePitch and tagging @Alibaba.com_official (on TikTok or Instagram). They can also fill out a form.

All participants will receive complimentary access to Alibaba.com’s AI-powered sourcing tools and supplier network, enabling rapid prototyping and cost-efficient production.

At CoCreate Pitch, taking place for the first time in London on 14 November, the finalists will present their most unique and innovative product ideas for a chance to win a share of the total prize pool, which comprises a combination of cash, sourcing credits, and mentorship.

The London Grand Champion will receive approximately £150,000, made up of 50% cash and 50% in sourcing credits on Alibaba.com, while 30 global winners will win up to £30,000 each.