Citi: Singles’ Day (Double 11) shifts to direct price cuts; Citi expects overall GMV growth to slow to 2%–5%
Tmall’s digital electronics and mobile phone sales and Douyin’s livestreaming activity were strong in the opening phase, but general e-commerce grew only 0.9% during this year’s 618 shopping festival. Citi expects overall growth during Singles’ Day (Double 11) to slow from last year, while platforms place greater emphasis on conversion, retention and merchant efficiency.