Alibaba leaps over Google to second place in China

Alibaba has leapt ahead of Google in terms of the share of online advertising revenue it earns in China – its home market. According to Analysys International, Alibaba’s Taoboa keyword advertising and the further development of its interactive advertising offer in China are the root cause of this development – rather than Google’s failure.

Baidu continues with the lion’s share at over 30% but after Alibaba and Google, the market is pretty fragmented with Tencent also having shown a spurt of growth – just not quite enough to see it jumping ahead of Sina anytime soon.

Alibaba was founded in 1999 by 18 founders including Jack Ma and thanks to funding from Softbank and Goldman Sachs amongst others. The company employs roughly 18,000 people in 60 cities and regions. Whilst it is most successful in the Far East, it also has operations in the UK and USA.

Taobao is Alibaba’s online retail marketplace. Alipay is its payment portal which reputedly has more than 300 million registered users.

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Andy Atkins-Kruger

CEO at Webcertain

Andy is the CEO of Webcertain. He is a trained linguist with 20 years of experience in international marketing, having helped major brand leaders with their advertising and public relations projects on five continents. Webcertain has been operating multilingual search marketing campaigns for over 15 years and is one of few agencies which only deal with international campaigns; the company doesn't deal in single market projects. Andy speaks regularly at conferences around the world.

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