At the stroke of midnight, when the rolling counter stopped, 2018 GMV was RMB213.5 billion ($30.8 billion), 27% higher than last year’s RMB168.3 billion. As 11.11 wore on, milestones from the previous 10 years fell, one by one. Just after 4:00 p.m., it was a foregone conclusion that this year would be the biggest 11.11 ever – something Alibaba Group executives had promised heading into the shopping festival.
But as they took the stage to speak to media, while satisfied with the record GMV, abundantly clear was how proud they were that the digital ecosystem they’d crafted over the past several years performed as robustly as anyone could have hoped."
Source: Alizila, 11th November 2018
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