The annual Double 11 shopping festival has once again revealed the fierce competition among China's e-commerce giants. QuestMobile's latest report highlights the changing dynamics of the sector, showcasing a pivotal moment in user behavior and market competition during the extended promotional period, which now spans nearly 30 days compared to 20 days in previous years.
Pinduoduo Overtakes Taobao in User Engagement
In a historical first, Pinduoduo outpaced Taobao in terms of user engagement, capturing 36.1% of total user time spent on e-commerce platforms during the 2024 Double 11 period. This marks a dramatic rise for Pinduoduo, which has seen consistent growth over the past three years.
JD.com also made notable gains, with its share of user engagement surpassing the 10% milestone for the first time, reaching 10.6%.
These shifts in engagement metrics underline the increasing competition for user attention as platforms refine their strategies to lock in loyal customers...
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