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Alibaba Group's growth is not a recovery for investors to celebrate

Investors who want to cheer a recovery for China's largest e-commerce company should keep in mind what it is they're celebrating

The logo of Alibaba Group is seen at the company's headquarters in Hangzhou, Zhejiang province, China
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Its actual e-commerce business expanded just 21 per cent

Tim Culpan | Bloomberg
Alibaba Group’s strong rebound in both revenue and profit last quarter are impressive. Sales climbed 34 per cent and operating income jumped 42 per cent after paltry results the quarter before. But investors should be aware just where those numbers are coming from before they celebrate a recovery.

While primarily an e-commerce company — accounting for half of revenue last financial year — the single-biggest contributor to growth in the June period was what the Chinese company calls “new retail.” In the backward world of online sales, this actually refers to brick-and-mortar businesses such as supermarkets. That category, lumped together as