AI-Fuelled Singles’ Day Cements China As A Global Growth Driver

This year’s Singles’ Day delivered mid-double-digit growth—with sales setting a new record of ~US$240 billion—confirming that China’s consumer economy remains one of the strongest in the world.

At WPIC Marketing + Technologies, we saw consistent gains across our client portfolio. Categories tied to wellness and lifestyle again led the way, reinforcing that China’s consumption story is about “look good, feel good.”

Alibaba once again led the market, capturing roughly 60% of total Singles’ Day GMV, including more than half of fashion, home goods, and mother-and-baby categories. 88VIP daily active buyers rose over 30% year-on-year, showing the strength of its loyalty ecosystem for high-spending consumers. JD, Douyin, and Xiaohongshu all saw meaningful participation, but Alibaba remains best positioned for brands with its premium user engagement.

Perhaps the most important development this year was the large-scale deployment of AI across the e-commerce ecosystem. On the merchant side, new tools optimized pricing, ad spend, and inventory management, while AI-generated content improved engagement and conversion. For consumers, AI-powered assistants enhanced discovery and personalization — from conversational search to virtual try-ons — making shopping smarter and more intuitive.

Taken together, Singles’ Day 2025 shows a confident, value-driven consumer base that prioritizes quality, health, and lifestyle upgrades.

For global brands, the takeaway is clear: China remains a major growth driver, and the brands investing intelligently in technology, experience, and localization are the ones winning.