We conducted a SWOT analysis to better understand Alibaba's strengths, weaknesses, opportunities and threats. Alibaba's strengths would certainly be the high brand awareness in China and strong branding capability that makes Alibaba the most favorable e-commerce in this country, the same way customers in the United States feel about Amazon. In contrast, the weaknesses Alibaba currently faces are its low brand awareness outside China, low engagement with buyers, and limited revenue to supplier membership. Alternatively, Alibaba's opportunity could be seen as a way to grow its business to a higher level. E-commerce is growing rapidly and there are many technologies that could definitely help Alibaba improve its business offerings, as well as the growing number of small and medium-sized businesses around the world that Alibaba could definitely benefit from. Conversely, it also increases the number of complaints about the lack of confidence in the quality of products offered by sellers who use Alibaba as an intermediary. This would not only put sellers in a bad light, but also Alibaba's image would slowly be perceived negatively. Today, China is the largest market in the world, twice the size of the United States. Since 2014, the average internet user in China spends about 20 hours per week online on the Internet and the number of users stands at 560 million and most of them prefer e-commerce to traditional retail. Apart from large manufacturers and enterprises, Alibaba is also focusing on marketing its brand to small and medium enterprises and even individual businessmen, who will have great opportunities in the sector.