Alibaba Hits $38.4 Billion on Singles Day 2019

The world’s biggest shopping day continues to crush records

Alibaba sold $1 billion in just one minute and eight seconds this year. Alibaba
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It was another record-breaking day for retail as Chinese ecommerce platform Alibaba rang up 268.4 billion yuan ($38.4 billion) during Singles Day 2019.

This was the 11th so-called 11.11 Global Shopping Festival, and consumers once again demonstrated that the 24-hour sale, which started out as a means to sell coats in 2009, is an ecommerce phenomenon like no other.

Singles Day officially ended at midnight China Standard Time, or 11 a.m. ET, up 25% from the previous year.

At about 4:30 p.m. local time, Alibaba announced that the total gross merchandise volume for 2019 had surpassed the previous Singles Day, when shoppers spent 213.5 billion yuan ($30.8 billion).

Once again, Alibaba boasted many impressive stats:

  • It took just 1 minute and 8 seconds to sell $1 billion, which shaves a cool 17 seconds off the equivalent in 2018.
  • About 28 minutes later, Alibaba announced it had crossed $10 billion in sales.
  • As it closed out the first hour, Alibaba said it had grossed $12 billion.
  • The number of delivery orders surpassed 1.042 billion at 6:31 p.m., which means a new record for deliveries in 2019 as well.

Even on the biggest shopping days of the year for Americans, the U.S. doesn’t come close: Consumers spent $6.2 billion online on Black Friday 2018 and $7.9 billion on Cyber Monday.

This year, Adobe predicts U.S. shoppers will spend $7.5 billion on Black Friday and $9.4 billion on Cyber Monday.

The closest domestic equivalent, Amazon Prime Day, stretched to 48 hours this year. Amazon called it the “largest shopping event in Amazon history,” with more than 1 million orders totaling 175 million items, but did not share overall figures. The two-day sale “surpassed the previous Black Friday and Cyber Monday combined,” according to the ecommerce platform.

@lisalacy Lisa Lacy is a senior writer at Adweek, where she focuses on retail and the growing reach of Amazon.