Alibaba 11.11 2018: US$30bn GMV and 1bn orders

Date : 13 November 2018

Alibaba has wrapped up its 11.11 Global Shopping Festival with a record breaking US$30.8bn of GMV (gross merchandise volume), a 27% growth compared to last year.

11.11 by numbers

According to Alibaba Group, more than 180,000 brands participated it the festival this year. Over 40% of consumers bought from international brands. 237 brands topped US$14m (CNY100m) in GMV, including leading international brands Apple, Dyson, Kindle, Estée Lauder, L’Oréal, Nestle, Gap, Nike and Adidas. The top countries for international brands sold were Japan, the U.S., South Korea, Australia and Germany.

Alibaba-owned Cainiao Smart Logistics Network handled more than 1bn orders for the first time for the festival. It has upgraded its technology and systems, even relying on satellites to improve the efficiency of its delivery partners. Lazada also held its own single-day shopping festival in its six Southeast Asian markets.

New Retail a highlight

Alibaba’s Hema Fresh, its supermarket chain, featured a number of promotions for 11.11. The 200,000 mom-and-pop stores powered by Alibaba’s Ling Shou Tong platform also provided online promotions. Rural Taobao added coupons to its services in 800 counties across 29 provinces in China.

Leading hypermarket operator RT-Mart, which Alibaba has invested, also participated in the festival.

Alibaba Group CEO Daniel Zhang said, "Today, around 200,000 smart stores joined November 11. As we always say, we truly believe the first thing for brick-and-mortar stores who want to go New Retail to do is to go digital… For all those retail partners, why they actively participated was not because it was a shopping day, but because it was a day to give people a unique experience."

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