Alibaba International & 1688 Competitors Analysis

Comprehensive Comparative Analysis of Major B2B E-commerce Platforms

Executive Summary

This report provides a detailed comparison between Alibaba International (Alibaba.com) and 1688 platforms and their major overseas competitors in the B2B e-commerce marketplace. The global B2B e-commerce market was valued at approximately $19.34 trillion in 2024 and is projected to reach $47.54 trillion by 2030, growing at a CAGR of 16.17%.

While Alibaba Group's platforms are dominant players in this space, especially in Asia, they face significant competition from platforms like Made-in-China, Global Sources, DHgate, Amazon Business, and more regional specialists. This analysis examines these platforms across multiple dimensions, including target markets, pricing structures, product categories, verification processes, and regional advantages.

Key findings:

  • Alibaba.com focuses on global markets while 1688 targets primarily domestic Chinese buyers and sellers
  • Made-in-China and Global Sources offer stronger verification processes for suppliers than many competitors
  • Regional platforms like IndiaMART and EC21 dominate in specific geographic markets
  • Amazon Business is gaining significant market share in Western markets with its integrated logistics network
  • DHgate specializes in smaller order quantities, making it suitable for small businesses and individual buyers

Platform Overview

Alibaba.com

Global Leader

Alibaba.com is a global B2B platform that connects international buyers with predominantly Chinese suppliers, but also includes global sellers.

Founded: 1999
HQ: Hangzhou, China
Target Market: Global
Language Support: 16+ languages
MOQ: Generally higher (bulk orders)
Primary Strength:
Extensive supplier network and global trade capabilities

1688.com

China Domestic

1688.com is Alibaba Group's B2B platform focused on domestic Chinese market, connecting Chinese manufacturers with Chinese buyers.

Founded: 1999 (as alibaba.com.cn)
HQ: Hangzhou, China
Target Market: Chinese Domestic
Language Support: Chinese only
MOQ: Lower than Alibaba.com
Primary Strength:
Lower prices and direct access to Chinese factories

Made-in-China

Strong Verification

Made-in-China specializes in connecting international buyers with verified Chinese suppliers, with a strong focus on industrial goods.

Founded: 1998
HQ: Nanjing, China
Target Market: Global
Language Support: Multiple languages
MOQ: Varies by supplier
Primary Strength:
Rigorous supplier verification and industrial focus

Global Sources

Trade Shows

Global Sources combines online B2B marketplace with offline trade shows, focusing on electronics and consumer products.

Founded: 1971
HQ: Hong Kong
Target Market: Global, strong in electronics
Language Support: English, Chinese
MOQ: Medium to high
Primary Strength:
Trade shows and verified electronics suppliers

DHgate

Lower MOQ

DHgate connects international buyers with Chinese wholesalers, specialized in smaller orders and ready-to-ship products.

Founded: 2004
HQ: Beijing, China
Target Market: Global, small businesses
Language Support: Multiple languages
MOQ: Very low, even single items
Primary Strength:
Small order quantities and rapid shipping

Amazon Business

Western Leader

Amazon Business is the B2B marketplace extension of Amazon, offering business-specific features with Amazon's logistics network.

Founded: 2015
HQ: Seattle, USA
Target Market: North America, Europe
Language Support: Multiple languages
MOQ: No minimum (quantity discounts)
Primary Strength:
Fast logistics and Western market integration

Detailed Platform Comparison

Compare key aspects of major B2B e-commerce platforms

Key Platform Features Comparison

Platform Buyer Protection Supplier Verification Payment Options Shipping Integration Product Customization Trade Shows Mobile App
Alibaba.com
Trade Assurance
Credit Card, PayPal, T/T, L/C, Western Union
Strong
Limited
Advanced
1688.com
Domestic protection
Alipay, WeChat Pay, Bank Transfer (domestic)
Very Strong
None
Chinese only
Made-in-China
Buyer Protection
T/T, L/C, Western Union, PayPal
Strong
Limited
Basic
Global Sources
Available on request
T/T, L/C, Western Union
Moderate
Extensive
Basic
DHgate
Escrow protection
Credit Card, PayPal, Wire Transfer, WebMoney
Limited
None
Advanced
Amazon Business
A-to-Z Guarantee
Credit Card, ACH, Pay by Invoice
Limited
None
Advanced

Key Insights:

  • All platforms offer some form of buyer protection, but implementation varies significantly
  • Made-in-China and Global Sources have the most rigorous supplier verification processes
  • Amazon Business and 1688 excel in shipping integration within their respective markets
  • Global Sources stands out with its extensive trade show network
  • Alibaba.com and 1688 offer the strongest product customization capabilities

Target Markets Analysis

Buyer Demographics

  • Alibaba.com: Global buyers, predominantly SMEs from North America, Europe, Middle East, and Southeast Asia
  • 1688: Chinese domestic businesses, ranging from small retailers to medium-sized manufacturers
  • Made-in-China: International buyers, with strong focus on industrial sectors and machinery
  • DHgate: Small retailers, dropshippers, and individual buyers making smaller quantity purchases

Market Focus

  • Global Sources: Electronics buyers, particularly those seeking quality-verified suppliers
  • Amazon Business: North American and European businesses, particularly those valuing rapid delivery
  • IndiaMART: Indian domestic market and buyers seeking Indian suppliers
  • EC21: Korean-focused but with global reach, particularly strong in electronics and beauty products

Regional Market Penetration

Platform North America Europe Asia (exc. China) China Domestic Middle East Africa Latin America
Alibaba.com Strong Strong Very Strong Limited Strong Moderate Moderate
1688.com Very Limited Very Limited Limited Dominant Very Limited Very Limited Very Limited
Made-in-China Moderate Moderate Strong Limited Strong Moderate Moderate
Global Sources Moderate Moderate Very Strong Moderate Moderate Limited Limited
DHgate Strong Strong Moderate Limited Moderate Moderate Moderate
Amazon Business Dominant Strong Moderate Very Limited Limited Limited Moderate
IndiaMART Limited Limited Moderate Very Limited Moderate Limited Limited

Pricing Structures Comparison

Minimum Order Quantities (MOQ)

Chart shows relative MOQ requirements on a scale of 1-10, where 10 represents the highest minimum order quantity.

Supplier Fee Structures

Chart shows relative cost to suppliers, combining membership fees, transaction fees and listing costs on a scale of 1-10.

Platform Fee Structures

Platform Supplier Membership Transaction Fees Buyer Membership Additional Services
Alibaba.com $1,500-$5,000/year 2-5% per transaction Free (premium options available) Advertising, product showcasing, trade shows
1688.com ¥2,000-¥10,000/year 0.5-2% per transaction Free Advertising, store decorations, priority listings
Made-in-China $2,000-$8,000/year No transaction fees Free Verification services, marketing packages
Global Sources $3,000-$10,000/year No transaction fees Free Trade shows, private sourcing events
DHgate Free to join 5-15% per transaction Free Advertising, store design, promotion services
Amazon Business $39.99/month 8-15% per transaction Free (Business Prime: $499+/year) Fulfillment services, advertising, analytics

Value for Suppliers

  • Best for large manufacturers: Alibaba.com, Global Sources
  • Best for Chinese domestic suppliers: 1688.com
  • Best for small sellers/wholesalers: DHgate
  • Best for industrial suppliers: Made-in-China

Value for Buyers

  • Best for large volume orders: Alibaba.com, Made-in-China
  • Best for small quantities: DHgate, Amazon Business
  • Best for lowest prices: 1688.com (requires agent for non-Chinese buyers)
  • Best for verified quality: Global Sources, Made-in-China

Product Categories Comparison

Chart shows relative strength in different product categories on a scale of 1-5, where 5 represents strongest offering.

Platform Specializations

  • Alibaba.com

    Wide range of categories with particular strength in consumer goods, textiles, machinery, and industrial equipment. Alibaba.com offers the broadest category selection of all platforms.

  • 1688.com

    Primarily focused on goods for the Chinese domestic market, with exceptional strength in apparel, consumer electronics, home goods, and raw materials for manufacturing.

  • Made-in-China

    Specializes in industrial equipment, machinery, manufacturing components, and construction materials. Known for quality suppliers in these categories.

  • Global Sources

    Strong focus on electronics, mobile accessories, hardware, and consumer electronics. Their trade shows particularly showcase these categories.

  • DHgate

    Concentrated on consumer goods like apparel, accessories, small electronics, and novelty items. Popular for smaller retailers and dropshippers.

  • Amazon Business

    Broad selection across office supplies, IT equipment, industrial tools, and business essentials. Strong in ready-to-ship products rather than customized manufacturing.

Unique Category Offerings

1688.com (Unique Strength)

Access to trending products in the Chinese domestic market before they become available internationally. Often has the newest innovations 6-12 months before international platforms.

Made-in-China (Unique Strength)

Exceptional coverage of industrial machinery, factory equipment, and manufacturing components with detailed technical specifications that other platforms often lack.

Global Sources (Unique Strength)

Specialized electronics categories with verified suppliers that have passed quality audits, particularly strong in OEM/ODM electronics manufacturing.

DHgate (Unique Strength)

No minimum order requirements across most product categories, making it accessible to small businesses and individual buyers.

Amazon Business (Unique Strength)

Integration of business purchasing systems (PunchOut, integration with procurement software) and rapid shipping across a broad range of categories.

Best Platform by Product Category

Product Category Top Platform Runner-up Best For
Consumer Electronics Global Sources Alibaba.com Quality verified suppliers, specialized trade shows
Apparel & Textiles 1688.com Alibaba.com Lowest prices, direct factory access, latest trends
Industrial Equipment Made-in-China Alibaba.com Detailed specifications, verified manufacturers
Home & Garden Alibaba.com 1688.com Broadest selection, customization options
Beauty & Personal Care 1688.com DHgate Trending products, emerging brands
Office Supplies Amazon Business Alibaba.com Fast shipping, easy ordering
Automotive Parts Made-in-China Alibaba.com Certified suppliers, technical specifications
Agriculture Alibaba.com Made-in-China Global supply options, equipment variety
Sports & Entertainment DHgate Alibaba.com Low MOQs, ready-to-ship products
Healthcare Amazon Business Alibaba.com Compliance with regulations, fast delivery

Verification Processes Comparison

Verification Rating

Verification strength rated on a scale of 1-10 based on thoroughness of supplier vetting.

Verification Process Comparison

Platform Identity Verification Factory Inspection Product Quality Legal Compliance Third-Party Assessment
Alibaba.com
Business license, on-site check
Optional
Limited
Basic
Optional
1688.com
Chinese business license
Rarely
Limited
Chinese standards
Rare
Made-in-China
Comprehensive
Regular inspections
Detailed
Strong
Regular
Global Sources
Very thorough
Required for verified suppliers
Strong
Comprehensive
Standard practice
DHgate
Basic
Rarely
Buyer reviews
Basic
Limited
Amazon Business
Standard
None
Customer reviews
Strong
Limited

Verification Programs

  • Alibaba.com: Trade Assurance, Gold Supplier, Assessed Supplier
  • 1688.com: Real-name Authentication, Gold Supplier
  • Made-in-China: Gold Supplier, Audited Supplier, Assessed Supplier
  • Global Sources: Verified Supplier, Star Supplier (strictest verification)
  • DHgate: Top-rated Seller, Guaranteed Delivery
  • Amazon Business: Amazon's Choice for Business, Prime Eligibility

Risk Mitigation Features

  • Payment Protection: All platforms offer some form of payment protection, with Alibaba's Trade Assurance and Amazon's A-to-Z Guarantee being the strongest
  • Dispute Resolution: Alibaba.com and Amazon Business offer the most robust dispute resolution processes
  • Sample Orders: All platforms except Amazon Business facilitate sample ordering before bulk purchases
  • Inspection Services: Made-in-China and Global Sources offer the most comprehensive inspection services
  • Supplier History: All platforms track supplier history, with Global Sources and Made-in-China providing the most detailed background information

Regional Strengths Analysis

Chart shows relative strength in different regions on a scale of 0-5, where 5 represents strongest market presence.

Regional Platform Leaders

  • North America
    Amazon Business
    Alibaba.com
    ThomasNet

    Amazon Business dominates due to logistics network and integration with existing Amazon accounts. Alibaba.com has significant presence for importing from China.

  • Europe
    Alibaba.com
    Amazon Business
    Ankorstore

    Alibaba.com is the primary platform for European importers, with Amazon Business growing rapidly in Western Europe. Regional platforms like Ankorstore are gaining traction.

  • China Domestic
    1688.com
    Taobao
    JD.com

    1688.com is the unquestioned leader for B2B within China, with Taobao and JD.com serving different segments. Foreign platforms have minimal presence in domestic Chinese B2B.

  • South/Southeast Asia
    Alibaba.com
    IndiaMART
    TradeIndia

    Alibaba.com has strong presence across the region, while IndiaMART dominates the Indian market. TradeIndia serves as a major platform for Indian suppliers.

Regional Specialists

IndiaMART

Leading B2B marketplace in India with over 7 million suppliers across diverse product categories. Dominates the Indian domestic market with limited international presence.

EC21

Korean B2B marketplace connecting Korean manufacturers with global buyers. Strong in electronics, beauty products, and automotive components.

Mercateo (Europe)

Leading European B2B procurement platform operating across 14 European countries with strong presence in Germany, France, and Spain.

ThomasNet (North America)

Specialized platform for industrial suppliers and manufacturers in North America, particularly strong in industrial components, equipment, and MRO supplies.

TradeKey (Middle East)

B2B marketplace with strong presence in Middle East and North Africa, connecting regional businesses with international suppliers.

Cross-Border Trade Strengths

Platform Cross-Border Strengths Logistics Network Payment Solutions Language Support Customs Facilitation
Alibaba.com Global reach, multiple shipping methods
16+ languages Strong (Trade Assurance)
1688.com Domestic China only, needs agent for export
Chinese only None
Made-in-China Strong export focus, verification for export
Multiple languages Moderate
Global Sources Strong in Asia to global export
English, Chinese Moderate
DHgate Smaller parcels, international shipping
Multiple languages Strong (smaller parcels)
Amazon Business Regional (US/EU/Japan), not truly global
Multiple languages Limited

Global B2B E-commerce Market Share

Estimated market share by platform and region

Global Market Share

Market Share by Region

Market Trends and Insights

  • The global B2B e-commerce market is projected to reach $47.54 trillion by 2030, growing at a CAGR of 16.17%
  • Alibaba Group (including Alibaba.com and 1688) dominates in Asia, particularly in China
  • Amazon Business is rapidly expanding in North America and Europe with a projected 35% annual growth rate
  • Regional specialists like IndiaMART, Mercateo, and TradeKey maintain strong positions in their respective markets
  • Made-in-China and Global Sources maintain significant shares in industrial and electronics categories
  • DHgate has carved out a niche in small order quantities and dropshipping suppliers

Platform Strengths and Weaknesses

Alibaba.com

Strengths

  • Extensive supplier network with millions of products
  • Strong trade assurance program for buyer protection
  • Robust verification process for gold suppliers
  • Multiple language support (16+ languages)
  • Integrated logistics and shipping solutions
  • Global reach with suppliers from 190+ countries

Weaknesses

  • Higher MOQs than some competitors
  • Varying supplier quality despite verification
  • Higher supplier membership costs
  • Communication issues due to language barriers
  • Complex navigation for new users
  • Limited quality control for all listed products

1688.com

Strengths

  • Lowest prices among all platforms (20-30% lower than Alibaba.com)
  • Direct access to Chinese manufacturers
  • Early access to trending products in China
  • Lower MOQs than Alibaba.com for many products
  • Excellent domestic Chinese logistics system
  • Widest selection of Chinese suppliers

Weaknesses

  • Chinese language only interface
  • International buyers need sourcing agents
  • No integrated international shipping
  • Limited supplier verification
  • Payment methods limited to Chinese options
  • Most suppliers lack export experience

Made-in-China

Strengths

  • Rigorous supplier verification process
  • Strong focus on industrial equipment and machinery
  • Detailed product specifications and technical information
  • Regular factory inspections for verified suppliers
  • Strong industry categorization and search functionality
  • Focus on quality over quantity of suppliers

Weaknesses

  • Smaller supplier base than Alibaba.com
  • Higher supplier membership fees
  • Less variety in consumer goods categories
  • Not as well-known internationally
  • Mobile app experience less developed
  • More limited payment options

Global Sources

Strengths

  • Industry-leading supplier verification
  • Strong focus on electronics and consumer electronics
  • Integration of online platform with offline trade shows
  • Specialized in quality over quantity
  • Direct connections with established manufacturers
  • Detailed supplier capability information

Weaknesses

  • Limited product categories compared to Alibaba
  • Higher barrier to entry for suppliers
  • Less intuitive user interface
  • Higher minimum order quantities
  • Fewer language options
  • More expensive for suppliers to join

DHgate

Strengths

  • Lowest minimum order quantities (even single items)
  • Integrated shipping and logistics for small orders
  • Easy platform for beginners and small businesses
  • Strong in apparel, accessories, and consumer goods
  • Escrow payment protection system
  • Mobile-friendly platform and app

Weaknesses

  • Less rigorous supplier verification
  • Higher unit prices for products
  • Limited customization options
  • Quality consistency issues
  • Limited industrial or B2B focused categories
  • Higher transaction fees (5-15%)

Amazon Business

Strengths

  • Outstanding logistics and rapid shipping
  • Strong A-to-Z guarantee for buyers
  • Business-specific features (tax exemption, approval workflows)
  • Integration with procurement systems
  • Familiar interface for Amazon users
  • Multi-user accounts and spend analytics

Weaknesses

  • Higher prices than Chinese platforms
  • Limited customization options
  • Fewer manufacturing connections
  • Regional rather than truly global
  • High fees for sellers (8-15%)
  • Less focus on international trade

Strategic Recommendations

For Buyers:

Sourcing Strategy

  • Use 1688.com (via agent) for lowest prices when time is not critical
  • Source from Alibaba.com for balance of price and verification
  • Utilize Made-in-China for industrial equipment and machinery
  • Choose Global Sources for verified electronics suppliers
  • Select DHgate for small quantities and ready-to-ship products
  • Opt for Amazon Business when speed and integration are priorities

Risk Mitigation

  • Always request samples before large orders
  • Use platforms' buyer protection programs
  • Verify suppliers through multiple channels
  • Start with smaller orders to test reliability
  • Conduct due diligence on factory capabilities
  • Consider third-party inspection services

For Suppliers:

Platform Selection

  • Chinese suppliers should maintain presence on both Alibaba.com and 1688.com
  • Industrial/machinery suppliers should prioritize Made-in-China
  • Electronics manufacturers benefit from Global Sources presence
  • Small-batch suppliers should consider DHgate
  • Western manufacturers should explore Amazon Business
  • Consider regional platforms for targeted market penetration

Competitive Advantage

  • Invest in highest verification level possible on primary platforms
  • Develop multi-channel presence across appropriate platforms
  • Offer flexible MOQs to capture different buyer segments
  • Highlight certifications and quality control processes
  • Provide responsive communication and quotation
  • Showcase factory capabilities and production capacity

Future Outlook:

The B2B e-commerce landscape is evolving rapidly with several key trends that will shape competition between these platforms:

  • Increasing digitization of B2B purchasing, accelerated by global events
  • Growth of vertical-specific B2B marketplaces challenging horizontal platforms
  • Integration of AI for better product matching and supplier recommendations
  • Enhanced verification technologies to improve trust and reduce fraud
  • Greater focus on sustainability credentials and ethical sourcing
  • Expansion of value-added services like financing, logistics, and customs clearance
  • Western platforms like Amazon Business