Deutsche Bank analyst Alan Hellawell was out yesterday with some commentary on shares of Alibaba Group Holding Ltd (NYSE:BABA), reiterating a Buy rating on BABA, while reducing the price target from $115 to $109. Additionally, Hellawell cut fiscal year revenue estimates for 2017, 2018, and 2019 by 2%.

For Hellawell, “one of the most startling revelations” for the Chinese e-commerce giant from its June earnings call points toward BABA-owned Taobao, another Chinese online shopping website, which it turns out users are launching seven times each day. Taobao has enhanced its community and content with a renewed priority on implementing a more social element, which Hellawell believes will “thus deepen user engagement.” Mobile Taobao hit 26.7 minutes in average time spent per user, which compared to Amazon’s 9 minutes, Snapchat’s 30 minutes, and Facebook’s 35 minutes, Hellawell notes as rather impressive.

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Hellawell concludes, “We believe that Alibaba seeks to increase ad inventory, and add less premium, other non-front page ad products, in order to appeal to the ‘middle of the pyramid’ brands with smaller budgets that don’t enjoy the high touch of Alibaba’s marketing teams and bespoke programs that their larger peers do. Targeted personalization has exposed shoppers to less known brands, when previously they may have only seen ads from big brands.”

According to TipRanks, which measures analysts’ and bloggers’ success rate based on how their calls perform, five-star analyst Alan Hellawell is ranked #125 out of 4,127 analysts. Hellawell has a 61% success rate and yields 28.6% in his yearly returns. When recommending BABA, Hellawell earns 18.8% in average profits on the stock.

TipRanks analytics demonstrate BABA as a Strong Buy. Based on 24 analysts polled in the last 3 months, 22 rate a Buy on BABA, while 2 maintain a Hold. The 12-month average price target stands at $108.68, marking a nearly 16% upside from where the shares last closed.