1,776.4 billion yuan was sold on Double 11, but the biggest growth was not in commodities

Another year of Double 11 has come to an end. This year’s Double 11 continues the previous long-cycle characteristics, but shows new changes in consumer behavior and trends: the platform not only sells goods, but consumers find it easier to make purchases.

Data released by Star Map Data on November 12 showed that the total e-commerce sales of the entire Double 11 network this year reached 1,776.4 billion yuan, a year-on-year increase of 4.8%. Among the e-commerce promotions that continue to grow, new consumption hot spots are hidden.

Consumption is more diversified

The obvious change is that the platform is no longer limited to selling goods.

JD.com released its Double 11 battle report on November 12. Over 300 million service orders were generated during Double 11. New users who participated in JD.com’s Double 11 for the first time placed an average order of 6 items.

JD.com said that service products are the new hot spots during this year’s Double 11. Among them, the transaction volume of housekeeping multiple-card cleaning services increased by more than 550% year-on-year, and the pet room hair removal service increased by 46 times year-on-year. With the seasonal change and year-end cleaning, the demand for home appliance cleaning services was strong. Among them, range hood cleaning increased by more than 250% year-on-year, and refrigerator cleaning increased by nearly 6 times year-on-year.

In addition, JD.com’s moving services have been expanded to 12 cities across the country, with orders increasing by nearly 300% year-on-year. JD.com’s car maintenance service orders increased by 167% year-on-year, and second-wheel home repair service orders increased by more than 140% year-on-year. Health services continue to heat up. The number of JD physical examination users increased by 300% year-on-year. The transaction volume of JD.com’s medical beauty services increased by 3.6 times year-on-year. The order volume of the same home testing service in hospitals increased by 6 times year-on-year.

Service consumption is moving towards overseas markets. JD.com’s European online retail business, Joybuy, launched Double 11 for European consumers. The turnover of the home appliance category increased by more than 9 times year-on-year, and related services also contributed to the boost.

On November 10th alone, JoyExpress German deliveryman Michael provided integrated delivery and installation services for five households. It is understood that the "all-in-one delivery and installation" service includes not only special categories such as solar photovoltaic panels, lawn mowers, and swimming pool robots, but also large appliances such as TVs and washing machines, including distribution, installation, disassembly and recycling of old machines.

In addition to service products, "cultural tourism" planting has also become a highlight of the live broadcast room. China Business News learned that during this year’s Double 11, the total number of live broadcast exposures of artists contracted by Yaowang Technology in Taizhou Fucheng exceeded 14.31 million, with a total audience of over 5.02 million. The highest number of Douyin live broadcasts exceeded 121,700 people online, ranking TOP2 on Douyin’s local list. The performance is customized in the form of "one city, one play", combining the Hong Kong Philharmonic Orchestra with the real scenes of the city, bringing dual online and offline voices to local cultural tourism.

The "2026 Double Eleven Network-wide Sales Data Interpretation Report" released by Star Map Data shows that the growth rate of service consumption on Double Eleven this year exceeds that of commodity consumption, and services have become a new growth point for platform competition. From January to September this year, the retail sales of online services grew by 5.3%, and the retail sales of online goods grew by 3.8%.

In addition to service consumption, hobby consumption is also very hot this year. Data released by Taobao on November 11 showed that Dou-pin enthusiasts took advantage of Double Eleven to “stock up on beans” and upgrade equipment, and the smart Dou-pin board’s transaction volume exceeded 5 million yuan. There have been many popular items on the Lolita circuit. More than 100,000 pieces of a certain Lolita product have been sold, and demand exceeds supply. In terms of pet consumption, kittens across the country stocked up 43.62 million bags of cat food on Double 11, including 4.32 million kilograms of baked cat food from a certain brand, which is enough to feed a cat for 90,000 years. In addition, cat litter also sold 5.93 million pieces.

"Arithmetic Problem" exits

Some consumers believe that this year’s Double 11 shopping experience has become better.

Judging from the feedback, the improvement in experience comes from large coupons on the one hand, and improvements in the mechanism on the other.

Shanghai consumer Wang Yu (pseudonym) told China Business News that the large discount coupons on Double 11 this year drove her to place an order, "I have been paying attention to a certain wok for a while, and the price has been between 160 yuan and 170 yuan, but the last round of big promotion platforms issued large coupons two days ago, and the final price was 127 yuan. Although I am not short of pots, this price is too exciting for me."

In addition, as a consumer who participates in Double 11 every year, Wang Yu believes that this year’s Double 11 discount mechanism is simpler. “This year, I found that the platform provides an option to put together an order. Before, I had to find products myself to put together an order. I feel that it is easier to put together an order.”

At the same time, the above-mentioned consumers said that this year’s Double 11 has more channels for planting. In addition to social platforms such as Xiaohongshu and Weibo, content platforms such as novel apps and short drama apps also push a lot of advertisements, achieving the effect of planting grass.

The "2026 Double Eleven Network Sales Data Interpretation Report" shows that this year's Double Eleven promotion rules continue to be simplified. In previous years, consumers would have faced problems such as time-consuming collection of orders and different price versions, which eroded consumers’ trust in the “lowest price of the year” slogan of the big sales. This year, the three forces of supervision, merchants and consumers have jointly promoted the elimination of "arithmetic problems", and direct discounts and spot prices have become the consensus of the entire platform.

Merchants also reported that the platform is more “generous” this year. Nie Wei, head of e-commerce for fitness brand SOLE, said that judging from changes, this year’s Double 11 platform is more willing to invest, especially in large-value consumer coupons. Nie Wei said that Tmall and other platforms will increase subsidies this year. "The discount coupons for the October 30th round of promotions are 1,100 off for purchases over 8,000, and the coupons for the November 9th round are 1,200 off for purchases over 8,000. This has a boosting effect on high-priced products and significantly boosts the sales of large-ticket fitness equipment." Compared with last year, Sol said that the performance of Double 11 this year is expected to increase significantly, and the performance of different channels will vary.

From the perspective of consumer changes, Nie Wei said that consumers’ fitness concepts are upgrading: consumers pay more attention to “efficient fitness” and prefer products that can reach high heart rates in a short time, such as stair climbing machines, while traditional categories such as elliptical machines are declining in popularity.

Guo Tao, an angel investor and senior artificial intelligence expert, said that this year's Double 11 consumers overall showed rational consumption characteristics. Impulsive orders and blind hoarding were significantly reduced. Price comparison verification and screening of marketing routines have become common habits. The price sensitivity of rigid demand categories remains high, but the weight of consumption decision-making is shifting towards comprehensive experience. Consumers no longer only pay attention to superficial discounts, but also check delivery timeliness, return and exchange terms, after-sales commitments and supporting services. They are increasingly resistant to multi-layered and complicated calculations of discount coupons, and prefer simple and transparent direct discount plans. The weight of contract fulfillment experience continues to increase. Logistics speed, customer service response, and after-sales guarantees have already combined with product prices to determine order placement and repurchase. Merchants with clear rules and stable contract performance are more likely to accumulate user reputation.