Watch out, eBay. China's largest business-to-business e-commerce company, Alibaba, is heading to America.

Alibaba Group, the parent company of Alibaba.com, broke a $30 million global ad campaign this week to drum up business from small-business owners primarily in the U.S., though the campaign will also run in Europe and the Middle East later this year.

The world is on the cusp of a new model that shifts power away from big business and gives it to consumers, small manufacturers and e-retailers," Jack Ma, Alibaba's founder-CEO, said at a recent online merchant trade fair in Guangzhou, China. Mr. Ma's company is a giant in China's internet world. The site has about 32 million registered users inside China, including more than 400,000 domestic suppliers. It has another 8.6 million international users from more than 240 countries, including 1.4 million in the U.S.

The group also runs Taobao.com, the largest online retail site in China, with more than 100 million registered users, and its online payment platform, Alipay, surpassed 200 million registered users last month.