Alibaba’s Double 11 shopping holiday held on Singles Day (November 11) generated $14.3 billion in 24 hours. That’s up 60% from last year. And mobile was the star of the day – 69% of GMV came from transactions completed over mobile devices and settled by Alipay – last year, that number was 43%.
“Digitally savvy Chinese are taking to m-commerce to shop for goods and services at a faster rate than consumers in other countries,” the company said. “Chinese in poorer rural areas and smaller cities are doing so particularly quickly, leapfrogging PC technology and going straight to smartphones to access the Internet for entertainment and business.”
And the ecommerce giant took special efforts to reach those rural shoppers. It said its more than 8,000 village-level service centers across the country generated $31.4 million with several hours left in the 24-hour sale.
Alibaba is investing $1.6 billion over the next three to five years to build a network of thousands of service centers and distribution facilities in areas that lack adequate retail and logistics infrastructure. “Villagers can shop at these physical outlets, with the help of local operators called Rural Taobao partners. Coordinated by Alibaba’s logistics arm Cainiao, goods ordered online are delivered to county operation centers where they are distributed to local couriers for last-mile delivery.”
A greater number of overseas brands and merchants joined the sale this year by selling directly to Chinese consumers through Alibaba’s marketplaces. Over 16,000 international brands completed transactions on 11.11, and 33% of total buyers purchased from international brands or merchants. “Buyers and sellers came from 232 countries and regions,” Alibaba reported, and top countries selling to China included the U.S., Japan, South Korea, Germany and Australia.12