Singles Day is world blockbuster as Alibaba achieves traffic growth in UK, Russia and Europe


Singles Day was a world blockbuster for Alibaba as the Chinese online giant achieved huge traffic spikes in its major growth markets, new figures from SimilarWeb, the global leader in digital market intelligence, have revealed.

Alibaba Group Holdings reported a blockbuster $14.3bn in sales during China’s Singles’ Day on Wednesday, mostly from domestic sales. However, SimilarWeb figures  show the company’s AliExpress platform also provided strong results in the rest of the world, achieving one-day year-on-year Singles Day traffic rises of 11% in the UK, 58% in Russia, 34% in France, and 100% in Germany.

The figures for desktop traffic shows significant growth in these new markets, after the internet giant turned Singles Day into the biggest online shopping day in the world.

The AliExpress site, which is primarily a platform to connect Chinese retailers with consumers across the world, did less well in the United States, with a decline by 51% in traffic from last year, as  Singles Day deals failed to capture shoppers’ attention.

Moshe Alexenberg, SimilarWeb head of content, said: “Though much has been made of Alibaba’s extraordinary domestic sales in the face of the slowing Chinese economy, the soaring traffic for the company in new markets is a major win.

“AliExpress has been ramping up efforts to expand its global marketplace and its Singles Day performance has shown this strategy paying off.”

Singles Day Traffic – year over year (desktop) 11/11/2014 Change % 11/11/2015
US 2,339,005 -51% 1,154,075
UK 274,453 11% 305,220
Russia 4,658,108 58% 7,361,607
Brazil 3,217,067 -49% 1,641,725
France 765,076 34% 1,022,096
Germany 193,363 100% 387,177