Overview
- Third-party firm Syntun estimated sales at roughly 1.695 trillion yuan, up from 1.44 trillion in 2024, with caveats about imperfect comparisons.
- Major e-commerce platforms declined to publish overall GMV for the fourth straight year, instead highlighting selective engagement metrics.
- JD.com reported nearly 60% more orders and 40% more purchasing users as of Nov 11, while Douyin said 67,000 brands doubled sales year on year.
- Promotions ran from as early as Oct 7 to as late as Nov 14, the longest Double 11 window yet, which diluted the traditional one-day surge.
- Shoppers favored lower-margin staples such as groceries and vouchers, reflecting pressure from a property slump, weak wage growth, and high youth unemployment.