Is Alibaba or Amazon more efficient? Compare 2026 figures

In the online export strategy of Vietnamese businesses, there is rarely a decision that causes more confusion than the question:Alibaba vs Amazon — which platform is more efficient?

It sounds simple, but most of the answers circulating in the market come from two opposing interests. The Amazon consultant affirmed that retail is the future of Vietnamese goods; The Alibaba representative asserted that only wholesale is sustainable. The paradox is that both have successful businesses to cite.

Latest figures show that. According to records from Vietnamese booths on Alibaba, many manufacturers have signed export contracts of 20,000–100,000 USD/lot after only a few months of systematic operation. On the contrary, an Amazon report published at the end of 2025 said that the number of Vietnamese businesses achieving sales of over 1 million USD/year in the US market increased by 60% in just one year.

Obviously, the right question is not "which floor is better", but:Which floor is more effective for your model?And to answer, we first need to clearly define what "effective" means.

First, how is your "performance" measured?

This is a question that almost no one asks before making a comparison. Efficiency is not a single number. For this person, efficiency is a large single sales volume. For others, it's a steady cash flow every month. Some people need customers to follow them for many years; Some people need each product to be sold to thousands of strangers.

Alibaba and Amazon are not two competitors in the same category — they are twodifferent sports: one side is the B2B wholesale arena (businesses sell to businesses), the other side is the B2C retail supermarket (businesses sell to end consumers). Asking "which floor is more effective" is like asking "is marathon running or weightlifting better" — the answer depends on what you're doing.

So, instead of answering for you, this article will provide real data and a scoring table for you to measure yourself.

Looking at the real data: both exchanges are "doing well" in Vietnam

Don't believe the hype — look at the published numbers:

• According to an Amazon report published at the end of 2025, the number of products sold by Vietnamese businesses on Amazon increased by 35% in the 12 months to July 2025; The number of Vietnamese homes selling sales of over 1 million USD/year will increase by 60% in 2025.

• Amazon also joined hands with the Vietnam Trade Promotion Agency (Vietrade) to bring 1,000 Vietnamese businesses into the online export race for the 2025–2027 period, and announced a 2026 strategy to turn Vietnam into a regional e-commerce export center.

• As for Alibaba: the platform owns more than 40 million active buyers from more than 200 countries. Vietnamese stalls with full certification have continuously signed contracts of 20,000–100,000 USD/lot — such as the case of the durian company in Tien Giang increasing export revenue from 1.2 million USD (2024) to 4.8 million USD (2025) through Alibaba.

Top 10 Countries for Global Purchasing on Alibaba

Both platforms have Vietnamese businesses "living well". The difference isn't about which floor is better — it's aboutWhich model matches your capabilities?.

Scoring table of 7 criteria (Vietnamese exporter's perspective)

The points below are for reference only for typical Vietnamese manufacturing/exporting enterprises, not absolute truths:

Try doing simple math

Suppose you have a shipment worth 20,000 USD that you want to sell internationally (illustrative figure, for ease of visualization):

• Follow Alibaba:You need to find 1-2 wholesalers to order the entire container. No % commission for the platform. The entire $20,000 (minus a small payment processing fee) is yours. But to get those 1–2 customers, you need a reputable booth, a certificate, and usually 1–3 months of operation + customer care.

• Follow Amazon:For products priced at ~25 USD, 20,000 USD is equivalent to ~800 single items. For each order, Amazon deducts a referral fee (usually 8–15%), plus FBA (delivery, storage) and advertising fees if you want traffic - these can "eat up" 25–40% of the selling price if not calculated carefully. In return, you don't need to convince anyone: customers buy it themselves, money comes in ~ every 2 weeks.

Two paths, same $20,000 destination — but completely different cost, effort, and risk structures. Which exchange is "more efficient" now depends on: are you willing to operate 800 units with thinner profit margins, or do you want to focus on convincing 1 large customer?

3 questions to check yourself before choosing

Determine the appropriate platform to develop export channels

If you are still confused after these 3 questions, remember a golden rule of exporters:

Retail to "learn" the market, wholesale to "make a profit".

Many smart businesses do not choose one or the other. They use Amazon as a laboratory to know which products sell best and what prices are acceptable, then use that data to offer wholesale goods to importers on Alibaba. But this "both" strategy is only for businesses with enough resources, if you are just starting out, choose one and do it well first.

So, what's the short answer?

There is no broker that is "more efficient" on paper, there is only one that works better for you.

• You are a manufacturer, containerized goods, want large orders and long-term relationships. Alibaba is the more efficient, clear and direct option.

• You are a retail brand, compact product, good at digital marketing, Amazon is worthy of your investment.

• You are not sure who you are in the international market, don't ask "which floor is good", start from determiningWho do I sell to?before. Choosing the wrong broker just because you hear about others' success is the most costly path.

Frequently asked questions

Is it possible to sell Alibaba and Amazon at the same time?Yes, and many businesses do very well following the strategy "Amazon explores - Alibaba closes wholesale". But for newbies, please own one floor first (at least 6 months) before expanding, avoid spreading resources.

Which floor should I choose for fresh agricultural and aquatic products?Alibaba.com Fresh, bulky, containerized goods are almost not suitable for Amazon's FBA model. This is also a product groupThe most successful Vietnamese business on Alibabathanks to GlobalGAP, GACC, HACCP certificates.

Which cost is most easily "cheated" when comparing two exchanges?No hidden fees: on Amazon are FBA (delivery, storage, returns) and advertising; aboveAlibaba is a membership package+ certificate cost + professional product photos. Add up the entire lifecycle cost, don't just look at the initial registration fee.

I sell handicrafts, where should I start?Crafts can go both ways. If you can make large quantities of orders, try Alibaba. If the product is unique, limited in quantity, and has high value, try Amazon first with the Professional package, taking advantage of brand storytelling to differentiate.

Still wondering between the two floors? Don't guess with your real money. Call our export consulting team — we will review your products, capabilities and budget with you to figure out which model is truly effective for your business, with a specific roadmap.

Contact us for advice on opening a booth - Don't wait another day!

Are you in Dong Nai, Binh Duong or Ho Chi Minh City? COMPANY LIMITEDALIBABA.COMVIETNAM - ALIBABA VIETNAM is ready to support:

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Call now 0987258510 – Mr. Dan for free consultation, support in opening a booth, optimizing products and exporting plans to the West in 2026. No consultation fee, no commitment, just be ready to act!

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