Alibaba.com's internal data for the ice pack category (ID: 201769305) presents a fascinating and critical paradox for Southeast Asian (SEA) exporters. In 2025, the total trade amount on the platform decreased by 12.85% year-over-year. However, during the same period, the number of active buyers showed a different trend, peaking at 67 in January 2026. This contradiction—more potential customers but less money being spent—signals a fundamental shift in market dynamics that cannot be ignored.
The key to resolving this paradox lies in the abysmal buyer activity rate (AB Rate) of just 4.4% and an extremely high supply-demand ratio of 37.7. These metrics paint a clear picture: the market is flooded with suppliers offering nearly identical, low-cost, generic ice packs. This oversupply has triggered a brutal price war, driving down average transaction values and making it difficult for any single seller to capture significant revenue, even as new buyers enter the market looking for solutions.
