Beyond Expectation：How a Uzbek Diaper Maker Cracked Premium Markets through Alibaba.com

“Our annual revenue in 2023 was 3 million, after we joined Alibaba.com, In 2024, our exports grew by 8%. Online sales now account for 10% of our revenue. In July 2024, we signed the contract and made our first shipment, it worth 1 million dollars.”

——Ekaterina Rashidova, Founder of Procare LLC

An Entrepreneurial Beginning with Global Vision

In 2017, Ekaterina Rashidova founded Procare LLC in Uzbekistan with a clear goal: to provide high-quality, locally manufactured baby care products to families across the region. Her business partner studied industrial production in China, bringing back valuable technical expertise and insights. Together, they combined their strengths and determination to create change, ultimately launching their own brand—Pipitto.

Entering the Digital Marketplace

For years, Procare relied on offline channels and local distribution, with 90% of its production exported within Central Asia. But the global market seemed out of reach—until an opportunity arose in May 2024 through a World Bank’s “E-gate” project team that offered onboarding support to Alibaba.com. Joining the platform provided the team its entry point into digital trade. With limited knowledge of cross-border ecommerce, initial attempts to run the account internally fell short. Although an English-speaking employee was assigned to manage the storefront, but lacked familiarity with B2B ecommerce. Eventually, the company turned to professional channel partners for operational support. It’s an important turning point in the journey.

Growing Visibility, Expanding Reach

Since joining Alibaba.com, Procare has sent samples to Canada and Brazil and entered contract negotiations after participating in a tender with a New Zealand buyer. The company has already secured active buyers in Kyrgyzstan and Tajikistan and continues to explore opportunities beyond the CIS region. The growing interest from unexpected markets surprised the team. “We didn’t imagine such strong interest in our category from overseas,” says Ekaterina. “Now, we’re even planning to expand our production lines to meet demand.”

Overcoming Barriers Through Research and Adaptation

The team faced two major challenges early on logistics and staffing. With no experience in shipping beyond Central Asia and Russia, the team had to research market demand by country and carefully vet potential logistics partners. Through continuous outreach and cost comparisons, they eventually built a network of trusted partners. Regarding staffing, outsourcing day-to-day platform operations to experienced channel teams allowed internal staff to focus on production and product development.

In the process, they also identified growing demand from European buyers for OEM services and eco-friendly production, now guiding Pipitto’s product positioning for future markets.

Building a Long-Term Digital Strategy

Procare currently produces over 1 million diaper packs per year, with 98% of its output now focused on export. While online orders from Alibaba.com currently account for about 10% of total revenue, the digital storefront has become a critical channel for exploring new markets and building long-term buyer relationships. Ekaterina emphasizes the importance of nurturing inquiries, even those that don’t immediately convert. “Some buyers didn’t place an order at first, but after regular updates and a sample, they came back when the timing was right.”

For New Sellers Joining Alibaba.com, She Recommend

1. Study buyer demand before targeting countries.
2. Proactively follow up on every inquiry—even the ones that seem cold.
3. Offer samples early to explore interest and gain trust.