The dust has settled on 11.11, and the numbers are in. At Zetpy, we crunched the aggregate transaction data from this year’s Singles’ Day and benchmarked it against our 2024 records to understand exactly how the modern customer’s behavior has evolved.
Here is the breakdown of the 11.11 performance compared to 2024, and what you should learn from it for 12.12.
1. The “Voucher Wars” Dictate the Schedule
We always knew the midnight launch was important, but the year-over-year data proves that timing is one of the most critical factor in volume growth.
The Two Key Waves
– 00:00 AM (The Midnight Rush): As expected, the moment the clock struck twelve, orders surged by +44.75% compared to the year 2024. This massive increase is driven entirely by consumers camping for platform vouchers and “12 AM – 2 AM” exclusive deals, a behavior that has intensified significantly since last year.
– 07:00 AM (The Morning Commute): This is the surprise winner. While sellers slept, buyers woke up. We saw a +48.38% spike at 7:00 AM compared to year 2024. This suggests a growing trend of a “second wave” of buyers checking their phones immediately upon waking up to grab what’s left.
The Red Zones
As for comparing to last year data, below are the 2 timeframe that buyer intention has dropped the most.
– 02:00 AM: After the 2-hour voucher window closes, traffic crashes hard, dropping by -68.68%.
– Mid-Day Slump: Interestingly, 11:00 AM to 12:00 PM saw significant dips (-21% to -40%). Shoppers are likely busy working or heading to lunch, not checking out carts.
2. The Platform Shift: Brand Power & Cross-Border
If you relied solely on the same strategy as 2024, you likely missed the biggest growth pockets. The data shows a massive shift toward “Brand.com” stores and cross-border sales this year.
Shopify: The Breakout Star
– Growth: A massive +338.76% surge compared to 2024.
– The Insight: Shoppers are becoming much more comfortable buying directly from official brand stores (Brand.com) during big sales.
Shopee Singapore is also growing significantly
– Shopee Singapore: Recorded a growth surge of +128.84% vs 2024.
– Shopee Malaysia: Still strong with +58.15% growth vs 2024.
– The Insight: The growth rate in Singapore was more than double that of Malaysia compared to last year’s figures. This indicates a massive opportunities for cross border sales to Shopee SG.
3. Wait… What About the Days Before & After?
While everyone focuses on the midnight madness of 11.11, our data spotted a hidden trend.
The Pre-Game (Nov 10): A massive +48.3% YoY jump! 🚀 Shoppers aren’t waiting anymore, they are shopping earlier instead; they are securing carts early with the sales peaking at 8:00 PM
The Aftermath (Nov 12): A solid +10.6% increase compare to last year.
4. So, Where Did the Sales Go?
We tracked performance across the full 3-day period (Nov 10–12), and the year-on-year growth winners were clear. While marketplaces remain strong, “Brand.com” webstores stole the show:
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Shopify: ⬆️ +290.7% ( The massive winner!)
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Shopee SG: ⬆️ +178.7%
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Shopee MY: ⬆️ +73.9%
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WooCommerce: ⬆️ +41.8%
The Insight: Again, This shows shoppers aren’t just browsing marketplaces anymore. Instead, they are purchasing from official brand websites (Shopify/WooCommerce) more than ever for big campaigns.
5. What’s next?
Based on this 11.11 intelligence, here is what you can consider to do for the upcoming double-digit sales:
- Start the Party Early Don’t wait for midnight. The data proves shoppers are locking in deals the night before. Schedule your “Pre-Hype” emails and social posts to hit right at 8:00 PM on the day before the double digit sale to capture that early surge.
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Don’t Ignore Your Webstore: With Shopify exploding (+290%) and WooCommerce growing steady (+41%) over the 3 days period, the data proves customers are ready to buy direct. Don’t just treat your website as a backup catalog. Create exclusive “Webstore Only” bundles with Zetpy Bundle feature that shoppers can’t find on marketplaces to drive higher margins and capture this traffic.
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Turn on Cross-Border Selling: If you haven’t sell your products to Shopee SG yet, do it now. You are leaving +128% year-over-year growth on the table. Zetpy support syncing to Shopee SG as well. saving you the hassle of managing the stock and processing the orders manually. As for Shopee SG sellers, You can also extend your reach and boost your sales further to Shopee MY and manage them under 1 platform using Zetpy as well.
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Staff for the 7 AM Shift: Everyone stays up for midnight, but who is managing customer service at 7:00 AM? That is your second biggest peak—make sure you have chat support ready. Utilize our Zetpy Multichat also can help you improve the efficiency of managing multiple platforms chat.
We hope that this analytics will give you some insights that help to grow your business further. See you at 12.12!
