In its first earnings report as a listed company, Alibaba Group Holding Ltd. said its revenue for the quarter through September rose 54% as online shopping transactions continued to grow and its mobile services generated more revenue.

The Chinese e-commerce giant, which went public in a record $25 billion debut on the New York Stock Exchange in September, said Tuesday that its net profit for the quarter fell 39% to $485 million, or 20 cents a share. Excluding certain costs, the company had earnings of 45 cents a share for the September quarter.

Revenue was $2.74 billion.

Investors are counting on Alibaba's robust growth in the coming years as China's e-commerce market expands into small cities and rural areas. Hangzhou-based Alibaba, which operates Taobao and Tmall marketplaces, accounts for about 80% of China's online transactions, according to analysts.

Taobao, which hosts millions of small merchants, charges vendors for services like advertising. Tmall, an online shopping mall that hosts major global brands such as Apple Inc., Nike Inc. and Burberry Group PLC, takes a cut from each transaction.

Alibaba said that on its China retail marketplaces, gross merchandise volume for the quarter increased 49% and annual active buyers increased 52% year-over-year.

Alibaba's profit margin, which is higher than most of its industry peers, has declined since last year as the company spends to expand its services on smartphones and tablets. A shift in e-commerce business to mobile devices is also weighing on profit, because merchants pay Alibaba less for mobile advertising than on personal computers, the company has said.

On Monday, Alibaba shares closed at $101.80, about 50% higher than its IPO price of $68. The company's overall market value now stands at about $254 billion, according to FactSet, higher than U.S. Internet giants Facebook Inc. and Amazon.com Inc.

Write to Juro Osawa at juro.osawa@wsj.com

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