China’s mega e-commerce shopping event

Singles Day, originating in China three decades ago, has evolved from a day–November 11th–to splurge and celebrate single life into an 11-day long global shopping event. This mega holiday that brings in mass deals, drives up sales, and spotlights the power of e-commerce is hugely successful at attracting new consumers and creating loyal brand consumers (talk about a marketing dream). Today we’re talking Air Jordan, livestreams selling billions, and how this whole massive shopping event has turned into Alibaba’s calls for... limiting excess buying?


This year Air Jordan celebrates Singles Day with a futuristic cyberpunk-inspired sneaker. With glow-in-the-dark accents and hidden “Air Jordan 0023” and “1111 low” phrases, these futurist sneakers are giving us mega metaverse vibes. With an expected Nov 11th drop, these sneakers will be Jordan 13’s second feature in celebration of the booming holiday that has a record of surpassing Black Friday and Cyber Monday combined sales globally.


Li Jiaqi, one of China’s top livestream salespeople, brought in $1.9 billion in sales on this year’s first day of the Singles Day extravaganza. A mash-up of livestream chats, try-on hauls, and “variety show,” Jiaqi’s livestream event brought in 250 million views. With so much online content available, and a need for an authentic event-like moment to bring in views, we predict livestream shopping will only increase in popularity as more brands learn to seamlessly blend into real-time online happenings.


Last year’s Singles Day brought in $74 billion for Alibaba, the e-commerce giant that started it all. This year they’re trying to include a focus on sustainability and philanthropy by attempting to cut 30% of “order-related carbon emissions” through its recycling service, switching data centers to run on renewable energy, and offering $15.6 million in vouchers for sustainable brands. Yet, there is an air of performative activism as Alibaba touts “common prosperity” and promotes curbing excess buying while simultaneously running the biggest shopping event of the year. With sustainable corporate decisions literally becoming a life or death situation, calls for mega e-commerce giants to do (so much) more suggest an even stronger push for bigger, more impactful, sustainable practices is on the horizon.