Survey: 63% of online shoppers never familiar with Alibaba

Los Angeles --More than half (63%) of U.S. online shoppers are not familiar with Chinese e-commerce giant Alibaba.com, according to a survey by Bizrate Insights, a division of Connexity (formerly Shopzilla).

Interestingly, respondents not familiar with the Alibaba brand or website skewed toward younger generations and women (who traditionally are the decision makers behind the lion’s share of retail).

Of those who are familiar with Alibaba, 65% are likely to interact with (browse or purchase from) a Chinese e-commerce company in general. But this grows significantly to 80% for those who have browsed or purchased from Alibaba already.

Only 11% of U.S. shoppers in the survey have either browsed or purchased through the site. About 26% have not visited the site, but have heard of it. Among those who have heard of or interacted with Alibaba, 35% say they would not even browse, much less purchase from a Chinese e-commerce company.

Among the concerns most expressed by survey respondents about Alibaba.com were:

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  - Long delivery windows


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  - Distrust/fear over security of personal and payment information


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  - Prefer to “Buy American”

"Alibaba could pave the way for more Chinese ecommerce companies to gain a customer base in the U.S.," said Hayley Silver, VP, Bizrate Insights. "But it will be an immediate challenge for the company to overcome its lack of name recognition among U.S. shoppers and to reassure them that their transactions and information will be safe and secure."