Singles’ Day is an annual 24-hour buying frenzy that takes place in China on 11th November. Created by Alibaba, it has emerged as the world’s biggest shopping event. It exceeds the combined sales for Black Friday and Cyber Monday in the United States.

As part of our coverage, we are offering a selection of insights from across the world designed to help you unlock growth during this huge retail event.

Read our Singles’ Day European Insights

AliExpress sharpens its Europe focus for Singles’ Day 2018

Europe-wide, AliExpress is steadily gaining in popularity. While 25% of European cross-border online shoppers choose Amazon, AliExpress is second-ranked with 14%, ahead of eBay and Wish. This year, it was the most popular destination for cross-border shopping in Russia, Poland, Netherlands, Czech Republic, Slovakia, Romania and Serbia.

This success has come slowly and has been carefully nurtured by Alibaba’s marketing team, which has astutely used social platforms to raise awareness of its offer, particularly the value available to consumers. The strategy seems to be having an impact, with research by fulfillment firm Whistl showing that UK overseas online shoppers made more purchases from China (43%) than the US or Europe, with the most-shopped site being AliExpress.

Exporting 11:11 – bringing the brand offer to Europe

Alibaba’s flagship sales event, now in its tenth year, has in recent years become a global event as the eCommerce giant looks to expand its reach beyond its home borders. For the first time, this year’s event has seen AliExpress boosting its profile to raise awareness of Singles’ Day, not just online, but in tie-ups with European retailers.

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