As global sourcing platforms evolve to support innovation beyond traditional retail, a new initiative is emerging at the intersection of entrepreneurship, manufacturing, and digital supply chains. The Global Entrepreneurship Network (GEN) and Alibaba.com, one of the world’s largest B2B e-commerce platforms, have partnered to launch CoCreate Pitch, a global pitch competition designed to fund and accelerate product-based SMEs. With a $1 million prize pool and live finals in Las Vegas and London, the program aims to back founders turning physical product ideas into scalable, cross-border businesses.
Alibaba.com and GEN Launch $1M CoCreate Pitch for Product-Based SMEs
Alibaba.com, the global B2B e-commerce platform under Alibaba Group, has partnered with the Global Entrepreneurship Network (GEN) to launch CoCreate Pitch, a new international pitch competition targeting product-based SMEs.
With a combined $1 million prize pool, the competition is framed by organizers as one of the largest product-focused pitch competitions to date, focused on small businesses developing physical products.
The competition will culminate in two flagship events:
- CoCreate U.S.: September 4–5, 2025 (Las Vegas, USA)
- CoCreate Europe: November 14, 2025 (London, UK)
GEN will support Alibaba.com on operational aspects of the CoCreate Pitch competition – including competition design and rules, launch and promotion, evaluation and selection, on-site briefings, and management of finalists and judges.
Live Pitch Competition Format with Global Reach
CoCreate Pitch is structured to support early-stage and growth-stage SMEs across multiple fronts:
- Financial prizes for 22 winners,
- Sourcing credits awarded to winners through Alibaba.com,
- Access to Alibaba’s AI-powered manufacturing tools and supplier networks.
Two grand champions—one per event—will each receive $200,000 (split evenly between cash and Alibaba.com credits).
An additional 20 winners will be awarded up to $40,000 under the same terms.
The whole competition cycle is expected to span 2–4 months, from initial submissions to final pitch events. Finalists will be selected based on product innovation, feasibility, and market readiness.
Live pitches will take place during Alibaba.com’s CoCreate events in Las Vegas and London. A panel of industry leaders and investors will determine the winners.
Funding Support for Global SMEs
The pitch initiative arrives amid rising global sourcing activity. According to Alibaba.com, SME procurement demand surged in 2025, particularly in the U.S. and Europe.
- U.S. orders grew 25% year-over-year during mid-year stocking cycles
- Festive supply orders increased 120%
- Toy categories experienced a sixfold annual growth
Europe also showed strong SME participation, with new buyer growth led by France (+168%), the UK (+53%), Italy (+68%), and Germany (+48%).
“Pitching competitions have always been a highlight of CoCreate. The passion SMEs bring to their innovative product ideas and their entrepreneurial energy shine brightly on stage.
This year, we’re excited to open the stage to entrepreneurs worldwide with product ideas ready for scale.”
Kuo Zhang, President of Alibaba.com
“The resilient spirit of SMEs inspired the first CoCreate event in 2023. Alibaba.com’s global supply chain empowers these businesses to turn their product dreams into reality. CoCreate Pitch is here to help them achieve their business goals.”
Liz Wang, Global Head of Commercial Strategy at Alibaba.com.
Supporting the Next Generation of Product-Based Innovators
GEN brings nearly two decades of global competition experience and is supporting Alibaba.com in key aspects of CoCreate Pitch operations, including structure, logistics, and evaluation.
The partnership reflects a growing trend of corporate-startup collaborations in global commerce infrastructure, especially for hardware and consumer goods ventures seeking cross-border scale.
SMEs and entrepreneurs interested in competing can apply through Alibaba.com’s CoCreate Pitch portal.
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