2023 “618” Total Online Sales Reach $111 Billion

The total sales of integrated e-commerce platforms and live streaming platforms during this “618” shopping festival reached CNY 798.7 billion ($111.25 billion).

Recently, Syntun and CHAILEEDO Intelligence released data related to the “618” shopping festival.

According to Syntun, from 20:00 on May 31, 2023, to 24:00 on June 18, 2023, the total sales of integrated e-commerce platforms and live streaming platforms during this “618” shopping festival reached 798.7 billion yuan ($111.25 billion).

In terms of the e-commerce platforms, the total sales of integrated e-commerce platforms reached 614.3 billion yuan ($85.56 billion), an increase of 5.4% year-on-year. Among them, Tmall ranked first among the integrated e-commerce platforms, followed by, and Pinduoduo ranked third.

During the “618” period, the total sales of live-streaming e-commerce reached 184.4 billion yuan ($25.68 billion). Douyin ranked first among live-streaming e-commerce platforms with a certain advantage, followed by Diantao in second place, and Kuaishou in third place. The sales of new retail platforms reached 24.3 billion yuan ($3.38 billion), with Meituan Flash Purchase ranking first, JD Daojia, and Eleme ranking second and third respectively.

According to CHAILEEDO Intelligence, the top three brands in the Tmall/ beauty and skincare category TOP5 were L’Oréal, Lancôme, and Estée Lauder, with only one domestic brand, Pechoin, ranking fourth on the Tmall list.

The TOP5 brands in the Tmall perfume/makeup category were 3CE, Estée Lauder, Yves Saint Laurent, Florasis, and Armani; the TOP5 brands in the perfume/makeup category were Yves Saint Laurent, Dior, Chanel, Givenchy, and Lancôme. It is not difficult to see that during this “618” promotion, the perfume/makeup category brands were still dominated by foreign brands.

Douyin platform beauty/personal care appliances GMV ranked first in the cosmetics category, with YA-MAN, Jmoon, and AMIRO ranking in the TOP3 of the beauty devices category; the top three brands in the makeup category were Florasis, VC Beauty, and AKF; the TOP3 brands in the skincare category were Helena, Estée Lauder, and La Mer.

It is worth noting that during this year’s 618, beauty devices have taken center stage. According to public information, the GMV of beauty devices on the Kuaishou platform increased 125 times year-on-year; in the Tmall 618 new product list, the fourth, fifth, and seventh places were beauty devices; AMIRO, as a new brand of home beauty devices, ranked first in the Tmall first-day store performance list.




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