China: number of active online shoppers on Singles' Day by platform 2024| ��ƽ��

Number of daily active e-commerce platform users on Singles' Day in China in 2024, by platform (in millions)

Characteristic	Number of active users in millions
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Release date

November 2024

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Region

China

Survey time period

November 11, 2024

Supplementary notes

Figures refer to the number of daily active users on November 11, 2024.

* DAU on November 10, 2024.

Singles' Day sales, also known as Double 11 sales, is the largest online shopping festival in China.

Citation formats

On November 11 of 2024, around million people shopped on Alibaba’s C2C e-commerce platform Taobao. The social e-commerce platform Pinduoduo received approximately million active shoppers that day.

Is China’s Singles’ Day comparable to Black Friday?

While U.S. shoppers battle through crowds of equally eager bargain hunters on days like Black Friday, many Chinese consumers are content to complete their annual shopping sprees online, having their orders delivered at doors instead. Compared to Black Friday, the Singles' Day sales in China might be less physical, but undoubtedly, they are similarly intense. In 2021, the e-commerce giant Alibaba recorded a GMV of **** billion U.S. dollars during the Singles' Day sales in China, nearly seven times more compared to the global sales value of Amazon's Prime Day.

A day not only for singles

Singles' Day was an unofficial holiday celebrated by singles in China. The holiday lands on November 11 every year, as 1 represents single. Since Alibaba started its first online shopping festival in 2009, Singles’ Day has become the most-known online shopping festival among Chinese consumers. Since 2020, the Singles' Day sales have morphed into a three-week-long sales event, starting from the end of October.