Retail Channels Our experts provide analysis on the retail industry, featuring insights from a local to global level on where and how consumers will shop across both traditional and emerging retail channels.

Singles Day 2017: The Year of Omnichannel Commerce

Shirley Lu Profile Picture
Shirley Lu Bio

Singles Day was introduced by Alibaba on 11th Nov. 2009, to celebrate singles awareness with promotional activities on Taobao and Tmall. Following this impactful initiative by Alibaba, an increasing number of internet retailers - including but not limited to,, as well as some cross-border e-commerce retailers - commercialised this event by providing large discounts to the merchandises sold via their platforms on this day during previous years, resulting in the rapid improvement of the awareness of this holiday across the nation. After years of evolution, singles day has become a shopping carnival that is well-known by the majority of Chinese consumers and takes place in the online B2C market every 11th Nov. in China.  Singles Day, also known as Double Eleven, has now become a day when everyone, regardless of their single status, celebrates this grand shopping festival.

Singles Day is now the world’s largest shopping event which is attracting many manufacturers. It is estimated that more than CNY 180 billion value were generated online on 11th Nov. 2016 according to the announcement by Ministry of Commerce of the People’s Republic of China, among which Alibaba Group reported to record CNY 120.7 billion in GMV (Gross Merchandise Value). The industry is holding great confidence in the Singles Day 2017.

Apparel and footwear, beauty and personal care products as well as electronic appliances enjoyed high level of popularity among consumers. Furthermore, well-known brands across all sectors are expected to receive massive orders as they always offers best discounts at the day within the whole years.

Moreover, with increasing disposable income and improving living standards, consumers in China’s lower-tier cities and rural areas have shown growing purchase power which has been trading-up demand, previously impeded by the low penetration of offline traditional retailing channel. Thanks to the continuous efforts to improve logistics in lower-tier cities and rural areas by leading retailers such as Tmall and, the lower-tier markets has been one of the new drivers of sales growth.

Along with internet retailers, manufacturers adopted a new omni-channel strategy during Singles Day 2016. Some manufacturers such as Uniqlo provided click and collect options in order to improve delivery efficiency as well as increasing flow to its offline stores. Singles Day is no longer an online-only event, having diversified and internationalised its retailing strategy.

Interested in more insights? Subscribe to our content

Latest Insights


Euromonitor International 22 November 2022

The Gen Z Beauty Consumer

Olivia Stelmaszczyk 26 October 2022

retailArena 2022 Romania

Euromonitor International 17 October 2022

Shop Our Reports

The Changing Face of Customer Loyalty

The importance of customer loyalty has grown in a time of disruption and rising uncertainty. A central place is taken by consumer-centric strategies, retention…

View Report

Digital Disruptors: The Global Competitive Landscape of Social Media

Social media platforms have established relevance beyond communication. Rapid evolution has increased their importance in the new consumer journey.…

View Report

Digital Disruptors: The Global Competitive Landscape of Delivery Platforms

This report explores the global on-demand delivery sector, examining how the COVID-19 pandemic fuelled rapid growth in the sector and how the macroeconomic,…

View Report
Passport Our premier global market research database with detailed data and analysis on industries, companies, economies and consumers. Track existing and future opportunities to support critical decision-making across all functions within your organisation Learn More