Alibaba and other ecommerce marketplace operators recently completed the tenth annual Singles’ Day shopping event on November 11 (11.11), which generated record results across the board.

  • The two largest marketplaces reported healthy growth during their respective festivals. Alibaba reported a record $30.8 billion in gross marketplace value (GMV) on 11.11, up 27% from last year’s record $25.3 billion. reported $23 billion in GMV for its shopping event, which was held from November 1 to 11, up 26% year on year.
  • While China is the origin and remains the epicenter of Singles’ Day, the festival has expanded globally, achieving popularity in Southeast Asia, as well as in Russia, Brazil and several European countries.
  • This report features on-the-ground research from the global Coresight Research team visiting physical stores, as well as examples of online-only 11.11 deals.

Another Record-setting Singles’ Day 

This year was the 10th annual Singles’ Day, and set records across the globe. Alibaba reported strong Singles’ Day results:

  • A record $30.8 billion in gross marketplace value (GMV) on 11/11, up 27% from a record $25.3 billion last year
  • More than 1 billion orders were processed by its logistics subsidiary, Cainiao
  • 237 brands exceeded USD$14.4 million (RMB 100 million) in GMV
  • More than 40% of purchases were international brands: The top sources of imported products were Japan, the US, South Korea, Australia and Germany
  • Lazada, a majority-owned Alibaba subsidiary, reached customers in Southeast Asia, including Indonesia, Malaysia, the Philippines, Singapore Thailand and Vietnam also reported healthy results:

  • GMV was $23 billion for its shopping event, held during November 1–11, up 26% from the prior year
  • Products from the US, Japan, Germany, the Netherlands and South Korea were popular
  • Popular brands included Apple, Dell, Dyson, L’Oréal, SK-II, Pampers and others
  • The marketplace sold more than 29,500 tons of fresh food – twice last year’s volume
  • The company’s fast-moving consumer goods FMCG) and foods divisions sold more than 400 million items
  • 90% of the goods ordered from the company’s fulfilment centers were delivered the same or the next day

Singles’ Day in the US

Our team spotted offers in New York physical stores, though Singles’ Day is not yet well-known in the US.

Physical Stores

Our team also found a Chinese-language Singles’ Day promotion:

Online Stores

There far more online examples of online sales for US shoppers.

Singles’ Day in Hong Kong

Many of the Singles’ Day promotions at physical stores in Hong Kong drew lines of customers waiting to take advantage of the bargains.

Physical Stores

Online Stores

Singles’ Day Elsewhere in Asia




Singles’ Day in Europe

Physical Singles’ Day retail promotions in Europe were likely subdued due to the commemoration of Remembrance Day (Veteran’s Day in the US), representing the 100th anniversary of the end of World War I.




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