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Alipay Profile 2019


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Countries Covered: China, Hong Kong

Pages: 22

Publication Date: 19/03/2019

Questions Covered in the report:
What was Alipay’s share of China’s mobile payment market in 2018?
Which payment channels and features are supported by Alipay?
How frequently do Alipay users make payments via this service?
What percentage of Alibaba’s E-Commerce GMV in China is paid via Alipay?

Key findings:

Alipay’s international acceptance continues to rise

Alipay dominates the mobile payment market in China

Alipay, operated by Ant Financial Services, is a leading third-party digital payment solution in China. It accounted for more than two-thirds of online shopping volume on Alibaba Group’s E-Commerce marketplaces in China and had a market share of above 50% in overall third-party mobile payment volume, as of 2018. Alipay customers used their digital wallets to perform a variety of payment transactions, including in-store and online purchases, transport and bill payments, and peer-to-peer transfers. Moreover, close to one in two Alipay users utilized the service on a daily basis, according to a survey cited in the yStats.com report.

Alipay embarks on partnerships to grow international acceptance

In China, Alipay faces growing competition from services such as WeChat Pay, the country’s second largest mobile wallet, referencing the yStats.com report. Both rivals target Chinese consumers not only at home, but also while they travel overseas. Ant Financial entered partnerships with various local providers to enable acceptance of Alipay in a larger number of countries across Asia-Pacific, North America and Europe. To encourage the use of Alipay when traveling, the company also cooperates with overseas merchants on a range of marketing campaigns, such as the Golden Week campaign.

1. Profile of Alipay

  • Profile of Alipay, February 2019

2. Marketing Services Offered by Alipay

  • In-App Marketing Solutions Overview, February 2019
  • In-App Marketing Case Studies, February 2019
  • Overview of Golden Week Promotions Campaign, October 2018

3. Usage Statistics of Alipay

  • China: Top 5 Third-Party Payment Services, in % of Users, August 2018
  • China: Third-Party Mobile Payment Transaction Value, in CNY trillion, 2015 – 2020f
  • China: Top 3 Third-Party Mobile Payment Providers by Market Share, in %, Q3 2018
  • China: Breakdown of Frequency of Using Alipay Compared to Online and Mobile Banking Services, in % of Active Users of Each Service, August 2018
  • Hong Kong: Top 2 Mobile Wallets Used by Retail Banking Customers, in %, December 2018
  • Alibaba Group Holdings
  • Ant Financial Services Group

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