Share of major e-commerce platforms in 618 shopping festival online GMV China 2024

Published by
Yihan Ma,
Dec 20, 2024

In 2024, Alibaba's e-commerce platforms Taobao and Tmall accounted for nearly half of the online gross merchandise volume (GMV) generated by major e-commerce shopping platforms in China during the 618 mid-year shopping festival. Douyin made up merely 16.6 percent of the online market during that period but recorded the highest year-over-year GMV growth of 26.2 percent.

Share of main online shopping platforms in the online gross merchandise volume during China's mid-year shopping festival* in 2024

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Release date

June 2024

Region

China

Survey time period

May 20 to June 18, 2024

Supplementary notes

*Mid-year Shopping Festival, or the "618" (June 18) Festival, is one of the most important shopping festivals in China. It takes place from the end of May to the middle of June each year.

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