This Way Up named as Alibaba’s UK first channel partner

This Way Up named as Alibaba’s UK first channel partner has announced that This Way Up, an eCommerce consultancy, is the first partner to join its UK Channel Partner initiative.

Launched in June,’s programme enables channel partners – such as marketing agencies and eCommerce consultancies, SAAS agents, re-sellers, and call centres – to support SMEs in their export journey and access 40 million buyers worldwide. Selected partners will be able to provide as an additional cross-border sales channel for their networks of SME clients.

This Way Up, founded in 2019 by Zamir Cajee and Ali Shariat, helps clients such as Huel, Fentimans and Lola’s Lashes to deliver growth on eCommerce platforms and marketplaces. The consultancy has a multi-lingual team, with offices in London and Barcelona, and uses insight and experience, along with a human touch, to help businesses achieve their eCommerce goals. Building on its existing expertise,’s UK Channel Partner initiative will provide new opportunities for This Way Up to deliver export and distribution customers for its clients.

This Way Up completed’s robust qualification process, in which the consultancy gained valuable insight into the various tools on the platform and how these enable SMEs to boost their export sales. As a result, This Way Up can equip its SME clients with best practice advice on digitalisation and accessing new markets worldwide – almost a quarter (24 per cent) of UK SMEs do not currently export goods.

Jijay Shen, general manager Europe,, said: “The team at This Way Up have a strong track record of helping exciting SMEs from across the UK achieve their eCommerce goals and deliver growth. This expertise, combined with its skilled and flexible team, and network of contacts, will prove invaluable as we help more UK SMEs unlock international growth opportunities. We look forward to seeing what this partnership will deliver.”

Zamir Cajee, founder of This Way Up, said: “We are proud to have been selected as’s first channel partner. We’ve helped countless brands deliver financial and strategic growth on eCommerce platforms and marketplaces and believe that, with its truly international offer, is the perfect platform for us to create new opportunities for our clients.”


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