A new study by Italy’s SDA Bocconi School of Management has found that export activity on Alibaba’s platforms generated substantial economic value for Europe between 2022 and 2024.
Across six major EU economies of Belgium, France, Germany, Italy, the Netherlands, and Spain, the report estimates that Alibaba-enabled commerce contributed €38.6 billion to GDP and supported 143,184 jobs in 2024.
In the United Kingdom, which was analyzed separately, Alibaba contributed an additional £17.3 billion to GDP over the same period, with 74,379 jobs supported in 2024.
“The findings of this latest Report confirm the central role of international digital marketplaces as a growth engine for European exports,” said Eric Pelletier, Vice President and Head of International Government Relations at Alibaba Group
One of the most notable insights from the study is the relative resilience of European exports sold through Alibaba’s platforms. While total EU exports to China declined by 8.4% between 2022 and 2024, sales of EU6 products through Alibaba’s ecosystem fell only by 2.4% over the same period.
The contrast grew even sharper from 2023 to 2024, when EU6 exports to China declined by 6.3%, yet sales via Alibaba increased by 7.5% year-on-year.
The report concludes that digital marketplaces help European businesses hedge against trade volatility by shortening go-to-market pathways, offering real-time consumer insights, and allowing brands to respond more rapidly to shifting demand.
Beauty, personal care and fashion brands were the strongest performers, with Taobao and Tmall serving as the primary channels for European brands and businesses to reach Chinese consumers. Lazada further extended reach into Southeast Asia, while Fliggy played an increasingly important role in reconnecting Chinese tourists with European destinations as outbound travel gradually resumed.
Taken together, these channels demonstrate how Alibaba’s ecosystem — spanning e-commerce, logistics, digital marketing and travel — acts as a powerful economic multiplier for European businesses.
At the micro level, the report highlights how European SMEs are leveraging Alibaba’s digital infrastructure to expand internationally with greater speed and lower upfront investment.
SMEs across Italy, Spain, Belgium, the Netherlands, and France report that predictable logistics and fulfillment, enabled by Alibaba’s global supply chain network, were critical to supporting reliable cross-border sales.
Businesses also emphasized the value of data and analytics tools that allow them to tailor products, pricing and marketing to local market preferences in China and Southeast Asia.
Drawing on its findings, SDA Bocconi offers several policy recommendations aimed at European decision-makers. These include expanding SME access to digital export tools, modernizing and streamlining cross-border logistics infrastructure, and investing in digital training initiatives to help businesses build long-term competitiveness.
To learn more about the contribution of the digital marketplaces of Alibaba to the European economy and the international sustainable development of SMEs, find the full report here: