This year the online retailer's annual event mixes on-and off-line retail in innovative ways, offering shoppable fashion shows, AI customer assistance and promotions designed to entertain and drive sales

On Friday, October 20, Alibaba launched its 10th Singles Day. Celebrating the lives of those who are single, the shopping event is always hosted at 11:11, encouraging single folk, or those shopping like one, to get ready for the big day by pre-ordering from 500,000 items, alongside using promotional coupons.

Aside from the 180,000 brands participating, there will also be 200,000 independent stores selling goods. Pop-up shops and delivery services will also be a part of the event, with AI-powered customer service to assist with any issues or needs. On the day of the Singles Day launch, Alibaba’s Tmall marketplace screened a fashion show that allowed customers to vote for their favorite looks and buy them immediately.

According to Retail Dive, Alibaba has “blurred lines not just between on- and offline sales, but also between retail and entertainment,” which it hopes to continue with Singles Day. Although it is called a day, the event has been extended to occur over a longer time span.

Alibaba


Lead image: shopping online at Alibaba stock photo from Sirirat/Shutterstock

On Friday, October 20, Alibaba launched its 10th Singles Day. Celebrating the lives of those who are single, the shopping event is always hosted at 11:11, encouraging single folk, or those shopping like one, to get ready for the big day by pre-ordering from 500,000 items, alongside using promotional coupons.

Aside from the 180,000 brands participating, there will also be 200,000 independent stores selling goods. Pop-up shops and delivery services will also be a part of the event, with AI-powered customer service to assist with any issues or needs. On the day of the Singles Day launch, Alibaba’s Tmall marketplace screened a fashion show that allowed customers to vote for their favorite looks and buy them immediately.