Alibaba.com introduces Trade Assurance for European sellers

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Alibaba has introduced its Trade Assurance program to set a new benchmark for secure and transparent B2B digital trade in Europe. Initially available for businesses in France, Germany, Italy, and Spain, this initiative is designed to streamline and safeguard transactions for small and medium-sized enterprises (SMEs) engaged in online trade.

Trade Assurance offers comprehensive protection by securing payments, providing real-time order tracking, and ensuring a structured dispute resolution process. According to Alibaba, this 360-degree protection aims to enhance seller confidence while reducing transaction risks, making cross-border trade safer and more reliable.

The service is available without activation fees, though standard transaction and service fees may apply. Trade Assurance is structured to offer secure payment processing, holding funds in escrow until successful delivery. Buyers and sellers can monitor their order status in real-time, and additional support helps maintain quality standards and promptly resolve any disputes. Alibaba believes this comprehensive approach will drive B2B trade growth across Europe.

In addition, the platform provides an “information classification” feature, allowing sellers to analyze recent customer activities (anonymously) to guide strategic business decisions. Supporting SMEs is a priority for Alibaba, and Trade Assurance is the latest in a series of investments focused on making global trade more accessible for European SME exporters.

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