11.11 Global Shopping Festival: Striking numbers from Chinese malls

On November 11 each year, Alibaba Group, China’s biggest e-tailer, holds its flagship event, the “11.11 Global Shopping Festival.” This year was no exception. With much fanfare, the group announced that the event generated $25.3 billion of gross merchandise volume (GMV) – an increase of 39% compared to 2016. Mobile GMV settled through Alipay accounted for 90% of total GMV.

Of this fantastic amount, no less than $1 billion was settled through Alipay in the first two minutes, as reported by Your Story.

Total mobile GMV settled through Alipay was approximately 90% of total GMV, compared to 82% last year. More than 140,000 brands and merchants participated in the operations, reported Alibaba. (These numbers correspond to the total value of orders settled through Alipay on Alibaba’s China retail marketplaces and AliExpress, within a 24-hour period of November 11. It is reported on a real-time basis and includes shipping charges.)

For comparison, Amazon’s Prime Day – a 30-hour sale featuring discounts on a broad assortment of goods – generated about $1 billion in revenue in July, according to estimates cited by Bloomberg.

Affiliates in the running

A partner of Chinese online stores, international ad network admitad tracked buying activity through the regional shopping platforms during global the 11.11 festival.

admitad found the following striking numbers:

Total revenue via admitad affiliates: $29.8 million (up 70% from the previous year)
Number of orders (which may include several sold items): 2.7 million
81% of the orders were made via computer desktop, 19% via mobile (of which 13% on Android 13% and 6% on iOS)

The largest purchase was made in Russia for no less than $22,000. The smallest, from Puerto Rico, amounted to $1,48.

In geographic terms:

Europe: 84% (top countries: Russia, Ukraine, Spain, Belarus, Poland)
Asia: 13%
The Americas: 3%
Top 3 cities/regions: Moscow (200,000 purchases), St. Petersburg (180,000 purchases), North Rhine-Westphalia (95,000 purchases)

Concerning webmasters:

Commissions paid to webmasters: $2.1 million (up 15% from the previous year)
Most popular webmasters: cashbacks 37%, promo codes/coupons 29,6%, XML feed 19,1%

Total 11.11 revenue generated via admitad affiliate network