Chinese shoppers spent RMB 1,026.3 billion on the major e-commerce platforms between 7 and 31 October, according to the first 11.11 tally from data firm Syntun (星图数据). Tmall ranked first, JD.com second and Douyin third. The figures are Syntun’s own estimates built from public platform pages, not numbers released by the platforms.
Appliances, phones and apparel take 43.1% between them
Home appliances were the largest category at 15.7% of sales, followed by phones and digital devices at 13.9% and apparel at 13.5%. Together the top three account for 43.1% on a simple calculation.
Beauty and personal care (个护美妆) came fourth with 8.0%, ahead of footwear and bags (6.2%) and food and beverages (6.1%). Further down the list sit furniture and building materials (5.5%), computers and office products (4.2%), mother-baby and toys (3.6%), and sports and outdoor (3.5%).
| Item | Syntun figure |
|---|---|
| Platforms covered | Tmall, JD.com, Pinduoduo, Douyin, Kuaishou and others |
| Monitoring window | 7–31 October 2026 (each platform’s officially announced campaign dates) |
| Cumulative sales | RMB 1,026.3 billion (10,263亿元) |
| Platform ranking | 1 Tmall · 2 JD.com · 3 Douyin |
| Largest categories | Home appliances 15.7% · Phones and digital 13.9% · Apparel 13.5% · Beauty and personal care 8.0% |
Third-party estimate, unaudited · Source: Syntun (星图数据) first-round tally
View as table
| Category | Share |
|---|---|
| Home appliances | 15.7% |
| Phones & digital | 13.9% |
| Apparel | 13.5% |
| Beauty & personal care | 8.0% |
| Footwear & bags | 6.2% |
| Food & beverages | 6.1% |
| Furniture & building materials | 5.5% |
| Computers & office | 4.2% |
| Mother-baby & toys | 3.6% |
| Sports & outdoor | 3.5% |
Tmall first, JD.com second, Douyin third
Tmall (天猫) kept the top spot among the comprehensive platforms, with JD.com (京东) close behind and Douyin (抖音) in third. 100EC, the e-commerce trade outlet that carried the data, noted that the campaign was still running and the final order could change.
Each platform’s clock started on a different day
Kuaishou (快手) opened its 11.11 campaign first, on 7 October. JD.com started selling in-stock goods on 12 October. Douyin and Pinduoduo (拼多多) began on 15 October, the same day Tmall opened pre-sales; Tmall’s main sale followed on 20 October.
Syntun says it followed each platform’s announced campaign dates inside the 7–31 October window, so the platforms contribute different numbers of selling days to the total.
Start and end days included; CMB calculation · Start dates: 100EC, Syntun
View as table
| Platform (start) | Days |
|---|---|
| Kuaishou (from 7 Oct) | 25 |
| JD.com (from 12 Oct) | 20 |
| Douyin, Pinduoduo (from 15 Oct) | 17 |
| Tmall pre-sale (from 15 Oct) | 17 |
| Tmall main sale (from 20 Oct) | 12 |
How Syntun builds the numbers
Syntun monitors and collects information from public e-commerce pages with its own system, then runs the data through a statistical model. Category definitions and brand attribution follow its in-house rules, and none of the figures has been independently audited.
The firm states that its estimates may differ from data the platforms publish themselves, and that they are not meant as a basis for securities trading or investment decisions. Official 11.11 results from Tmall, JD.com and Douyin use their own periods and definitions.
