Jun 30, 2023
China's 618 E-commerce Shopping Festival Report 2023


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










China's 618 Shopping Festival Report 2023
This report will provide you with comprehensive information of China's 618 shopping festival, which includes sales data, platform performance, category performance, consumption trends, etc.
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