Short answer: Yes — many businesses successfully sell on Alibaba, but it isn’t a “set-and-forget” quick-rich scheme. Success depends on product-market fit, pricing, quality control, reliable logistics, and how well you manage customer trust and compliance.

What “selling on Alibaba” usually means

• Alibaba.com is primarily a B2B (wholesale/manufacturer) marketplace connecting suppliers (often manufacturers/exporters) with buyers (retailers, distributors, brands) worldwide. It’s different from consumer sites like AliExpress or Amazon Marketplace.

Why it can work

• Access to global buyers and large-volume orders.
• Good for manufacturers or merchants able to offer competitive wholesale pricing and MOQs (minimum order quantities).
• Tools and protections (e.g., Trade Assurance, verified supplier badges) help build buyer trust.
• Can scale to large, repeat orders and long-term contracts.

Main challenges & failure causes

• Wrong product or low demand in target markets.
• Unable to meet price, MOQ, or lead times buyers expect.
• Poor quality control causing returns, disputes, or reputational damage.
• Logistical hiccups (shipping delays, customs, unexpected duties).
• Scams, fake inquiries, or time wasted on non-serious buyers if profile/verification is weak.
• Weak negotiation, poor product listings, or slow buyer communication.

What buyers evaluate (so you must be strong in)

• Price competitiveness and clear MOQ
• Product quality and certifications (CE, RoHS, etc. where applicable)
• Shipping terms (EXW, FOB, CIF), lead times, and logistics options
• Trade Assurance and payment methods
• Professional product listings: photos, specs, clear samples
• After-sales/service and warranty terms

Practical steps to improve your chances

1. Validate demand: check buyer inquiries, trade shows, industry forums, or test a few trial orders with smaller buyers.
2. Optimize your listing: professional photos, thorough specs, clear MOQ/pricing tiers, shipping and lead time info.
3. Use buyer protections: enable Trade Assurance, accept secure methods (Escrow/L/C where appropriate).
4. Provide samples: many B2B buyers request samples before committing.
5. QC & documentation: implement factory QC, provide certificates, pack/label to buyer specs.
6. Logistics & pricing: offer FOB plus shipping estimates; know customs and duties for target markets.
7. Respond fast and professionally to inquiries; track conversion metrics.
8. Verify buyers and avoid suspicious payment patterns; consider using Alibaba’s verified buyer tools.

Costs to consider

• Time to set up and manage inquiries.
• Possible Alibaba membership/marketing fees (optional paid tiers for visibility).
• Cost of samples, QC, packaging, and certification.
• Shipping, insurance, customs duties, and returns.
• Discounts for larger volumes (affects margins).

Realistic expectations and timelines

• Expect slow traction at first — weeks to months to build buyer relationships.
• Converting consistent, repeat international buyers typically takes multiple successful batches and steady communication.
• Small suppliers can succeed with niche products; larger volumes require strong operations.

When Alibaba is a good fit

• You are a manufacturer or wholesaler with consistent production capacity.
• You can meet MOQs and offer competitive prices.
• You want to reach international wholesale buyers, distributors, or retailers.

When it might not be the best fit

• You sell single-item, low-volume consumer goods better suited to B2C platforms (Shopify, Lazada, Shopee, Amazon).
• You can’t handle export logistics, certifications, or minimum order sizes.

Quick checklist to start selling successfully

• Verify your company and enable Trade Assurance.
• Prepare 3–5 best-selling SKUs with clear specs and prices (including MOQ).
• Produce professional photos and a concise product sheet.
• Decide payment terms and shippingINCOTERMS.
• Offer samples and set a QC plan.
• Plan marketing: promoted listings, keywords, and response templates.

Bottom line Yes — Alibaba can work very well for wholesale/export businesses, but success requires product-market fit, competitive pricing, reliable quality/logistics, and active seller management. If you want, I can give a short evaluation checklist tailored to a specific product you plan to sell (pricing, MOQ, likely buyers, and potential certifications).