This year's 618 shopping festival witnessed fierce competition among e-commerce platforms. Both brands and platforms aimed to generate momentum in the first major shopping festival following the easing of the pandemic and recovery of consumer spending. Major e-commerce platforms streamlined their promotion rules and offered increased subsidies in an effort to entice consumers with competitive prices.

According to sales data released by third-party data agencies, comprehensive e-commerce platforms continued to dominate the e-commerce market, demonstrating consistent growth in GMV. Livestreaming e-commerce platforms experienced a slight deceleration in their growth rate, transitioning from doubling to over 20%, but they still maintained their position as the fastest-growing platform type.

To gain insight into this year's 618 Shopping Festival, let's take a look at this report which covers:

Part 1 Sales Data 

• Marketing Calendar

• Total GMV

• Performance of Comprehensive E-commerce Platforms

• Performance of Livestreaming E-commerce Platforms

Part 2 Douyin Analysis 

• Douyin 618 Shopping Festival Overview

• Category Performance

Part 3 Consumption Trends

• Enhanced Health Awareness

• Efficacy-driven Beauty Consumption

• Strong Momentum of Livestreaming E-commerce 

• Priority of Demand over Discounts

• Rise of Chinese Brands

• Diversified Offline Campaigns

Selections from the report