Alibaba's 2018 11.11 Global Shopping Festival breaking 2017 records

Source: Alizila blog. The 2018 11.11 Global Shopping Festival logo picked out in neon.

Alibaba's 2018 11.11 Global Shopping Festival is already breaking 2017 records. Live updates from Alizila have revealed that it took just 85 seconds for the festival to get past total GMV* of US$1 billion.

As of 1.15pm, Tmall Global’s GMV has surpassed the platform’s total GMV of last year’s 11.11. In addition, more than 100 overseas brands have exceeded RMB10 million in GMV. Moony, Ya-Man, Swisse and Chemist Warehouse were some of the first to see these numbers, Alizila's live updates on the festival.

Milestones include:

10 hours and 36 minutes into the festival, the number of delivery orders had exceeded 657 million - the total number of delivery orders for the 2016 festival.

10 hours and 28.5 minutes into the festival, total GMV exceeded US$20 million. Last year's total was US$25.3 billion.

Eight hours and nearly 9 minutes in, total GMV surpassed RMB120.7 billion, which was the total GMV for 11.11 in 2016.

Just one hour and nearly 48 minutes after the festival began, total GMV had exceeded RMB100 billion.

Barely past 1 hour (plus 48 seconds), total GMV had already exceeded US$10 billion.

As of 1 am, Alizila shared that the top 10 countries/regions selling to China were:

1. Japan

2. US

3. Korea

4. Australia

5. Germany

6. UK

7. France

8. Spain

9. New Zealand

10. Italy

Cosmetics, toiletries, and food supplements ruled the roost for Chinese customers on 11.11. Baby-related products were also popular. For 11.11 customers outside of China, winter clothing was the biggie, plus party clothes for the season.

In the hours leading up to the shopping event, Alibaba’s video streaming platform Youku hosted the fourth annual countdown gala to celebrate the official launch of the festival. Viewers were able to experience the gala live via Youku, as well as across China on two major Chinese TV stations. This year, the gala featured international celebrity appearances and performances from Miranda Kerr, Mariah Carey and Cirque du Soleil.

*GMV for the 11.11 Global Shopping Festival is the total value of orders settled through Alipay on Alibaba's China retail marketplaces, Lazada and AliExpress within a 24-hour period on November 11. It is reported on a real-time basis and includes shipping charges paid (where applicable).
All GMV and other figures presented are unaudited and subject to adjustments.