Entrepreneurs and small retailers around the world are facing mounting challenges amid major shifts in global trade. Beyond supply chain challenges, business owners and retailers are also grappling with the rapid onset of emerging technologies like AI. Yet despite these headwinds, entrepreneurs and small retailers are finding a way.

This was the central theme at Alibaba.com’s CoCreate summit in Las Vegas, where more than 3500 entrepreneurs, suppliers, and supply chain leaders shared their strategies and insights. The event made one thing clear: Small-to-medium enterprises (SMEs) are finding success by embracing technology and tapping into global sourcing opportunities.

Technology as a competitive equalizer

Insights from over 20,000 submissions to Alibaba.com’s recent CoCreate Pitch competition, show that 63 per cent of SMEs globally are actively exploring AI integration in their operations, especially to help facilitate cross-border trade.

This growing interest shows SMEs no longer view digital tools as optional. Instead, they see them as essential to staying competitive. AI and other technologies are not just for large corporations, they are leveling the playing field, helping smaller players operate with the speed, scale and efficiency of larger organizations.

AI is solving longstanding trade challenges

For years, global sourcing posed barriers that many SMEs found difficult to overcome. AI is now dismantling many of those obstacles: 

• Market insights and product development: SMEs can use AI to analyze buyer trends and customize products to meet shifting customer demands. 
• Supplier vetting: What once required hours of manual research can now be done quickly through AI-driven search and analytics tools.
• Risk mitigation: As global trade policies fluctuate, AI helps SMEs assess risks and build flexible supply chain strategies.
• Multilingual communication: Real-time translation tools allow businesses to easily communicate with suppliers worldwide, removing language barriers, opening new markets and strengthening supply chains.

These tools are increasingly built into comprehensive platforms, eliminating the need for multiple disconnected solutions. 

One standout is Accio, Alibaba.com’s AI-powered sourcing tool, trained on over 1 billion product listings and 50 million supplier profiles. Its latest upgrade, Accio Agent, combines industry data and insights with strategic reasoning capabilities that allows SMEs to streamline as much as 70 per cent of manual workflows according to internal data at Alibaba.com.

Case studies in digital transformation

CoCreate featured several real-world success stories from SMEs using AI to enhance operations, expand globally and build resilience:

In the United States, GIP Industries, a Nike shoes and G West branded apparel distributor, shifted from traditional trade shows to a fully digital procurement model on Alibaba.com. Buyers can now browse catalogs, check inventory, and place orders online, dramatically improving response times and transaction efficiency.

Italian supplier Hound, a pet food startup, leveraged the AI data analytics to successfully enter the US market. Hound used AI analytics to monitor buyer behavior and adapt its offerings and marketing in real time. The result? Faster market entry with fewer upfront costs.

From Pakistan, Pace Sports, a custom sportswear manufacturer, represented Pakistani suppliers at CoCreate and demonstrated how digital tools can unlock global demand. Founder Mr Tehseen Abbas, an Alibaba.com Verified Seller with over a decade of experience, leveraged Alibaba’s digital tools including Verified Membership and Trade Assurance to open the company up to the US market. Now, 80 per cent of the company’s business comes from the US market. 

Finally, in Vietnam, HMG, a specialist in handcrafted 3D pop-up greeting cards, showcased how tradition and technology can intersect for global success. As a 12-year Gold Supplier on Alibaba.com, HMG combines artistic craftsmanship, led by skilled Vietnamese craftswomen, with smart AI platform tools like listing optimization and Trade Assurance. These strategies have helped the company build trust and deepen engagement with buyers across borders, especially in the US.

These cases show that SMEs are not waiting for the perfect conditions. They are moving quickly to implement tools that offer real returns. 

Looking ahead: Innovation beyond Las Vegas

The 2025 CoCreate Summit highlighted some eye-opening trends around SMEs and their adoption of emerging technology, but it is not happening in a silo. As AI continues to evolve and SMEs find new ways to leverage the technology to grow their businesses, the global trade playing field will only become more level. 

In November, Alibaba.com will host its first CoCreate Europe Summit in London, bringing the same solutions-oriented approach to European markets. The event will focus on region-specific challenges, like navigating trade regulations across jurisdictions, while continuing to spotlight practical tools and strategies for growth. For SMEs, the message is clear: Success in today’s volatile environment requires more than grit. It demands digital adaptability. Through events like CoCreate and tools like Accio, the barriers to global trade are coming down. With the right strategies and a willingness to evolve, small businesses everywhere can compete and win on a global scale.