Australia ranked the fourth highest selling country in Alibaba Group’s (NYSE: BABA) 11.11 Global Shopping Festival, which closed at 11.59pm on Friday 11 November 2016. This is up from a fifth place ranking in 2015, an improvement driven by the increased number of Australian businesses participating, as well as stand-out performances by several local retailers and brands.
This weekend, Alibaba Group reported that RMB 120.7 billion (USD 17.8 billion) of gross merchandise volume (GMV) was settled through Alipay on Alibaba’s China and international retail marketplaces on November 11, 2016, with mobile GMV settled through Alipay accounting for 82 percent of total GMV. Of the five top selling countries, Australia ranked behind Japan, the United States and South Korea (first, second and third respectively) and ahead of Germany.
Australian retailer Chemist Warehouse was once again a star of the show, reporting RMB 10 million of sales in the first 13 minutes – a number it reached in 46 minutes in last year’s 11.11 festival. The retailer went on to become the first Tmall Global store to surpass RMB 100 million.
This was not the only Australian business to experience success – by nine hours, 14 minutes and 28 seconds into the festival, the total GMV of Australian and New Zealand products had exceeded that of 2015. Top ANZ brands by GMV included Jeanswest, UGG, Swisse and Blackmores.
Commenting on this performance, Maggie Zhou, Alibaba Group’s ANZ Managing Director said: “When we announced the opening of our office in Australia earlier this year, I said that one of our goals was to improve the country’s outstanding performance in Alibaba’s 2015 11.11 Global Shopping Festival. I’m thrilled that during this year’s festival we’ve seen significant increases in Australian sales volumes – a result which will have a positive impact on many local businesses”.
Damien Gance, Director of Chemist Warehouse, said: “As the world’s largest shopping extravaganza, Alibaba’s 11.11 Shopping Festival is invaluable for retailers from both a sales and brand-building perspective. This year, we were fortunate to be part of Alibaba’s VR shopping experience which, along with our other marketing and merchandising activities, led to us beating our 2015 records. Our team is delighted and looking forward to continuing to work with Alibaba to provide new and innovative ways to shop”.
As Alibaba’s most global 11.11 shopping festival since the event’s inception in 2009, this year’s festival saw 235 countries and regions with completed cross-border transactions. 37% of total buyers purchased from international brands or merchants.
“This year’s 11.11 is a preview of the future of retail, where entertainment, commerce and interactive engagement intersect seamlessly,” said Daniel Zhang, Chief Executive Officer of Alibaba Group. “From the kick-off of warm-up activities to the countdown gala and all the way through the 24-hour global shopping festival itself, we’ve seen unprecedented engagement between consumers and merchants. 11.11 showcased how online and offline retail will be reinvented to offer brand new shopping experiences to our hundreds of millions of mobile, digitally savvy active users.”
Key highlights from the 2016 11.11 Global Shopping Festival:
- Total GMV settled through Alipay was RMB 120.7 billion (USD 17.8 billion), an increase of 32 percent compared to 2015 
- Total mobile GMV settled through Alipay was RMB 99 billion (USD 14.6 billion), representing approximately 82 percent of total GMV, compared to 69 percent last year
- Alibaba Cloud processed 175,000 orders per second at peak
- Alipay processed more than 1 billion payment transactions in total, and processed 120,000 transactions per second at peak
- Cainiao Network processed more than 657 million delivery orders placed on Alibaba’s China and international retail marketplaces