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Alibaba says Singles' Day sales surpass last year's $9.3 billion total

Six years ago Alibaba turned November 11 into China's equivalent of US shopping event Cyber Monday
Six years ago Alibaba turned November 11 into China's equivalent of US shopping event Cyber Monday

Chinese e-commerce giant Alibaba said today that the value of merchandise it has sold so far during the Singles' Day online shopping extravaganza had surpassed last year's total of $9.3 billion. 

Six years ago, the company turned November 11 into China's equivalent of US shopping event Cyber Monday.

This year's sales could rise to as much as $13.8 billion, growth of almost 50% from last year's total, according to research firm IDC. 

JD.com, China's second largest e-commerce firm and Alibaba's chief rival, also said it broke past last year's full-day total just before noon China time. JD.com does not give specific sales figures on the day. 

Singles' Day, originally a mock celebration for people not in relationships, features steep discounts and other promotions aimed at attracting droves of customers online. 

Alibaba's sales data have been closely watched as a gauge of Chinese consumption as economic growth slows.

Alibaba's numbers this year will get a boost from sales by affiliates including brick-and-mortar retailer Suning Commerce Group, in which it bought a 20% stake in August. 

Suning's in-store sales will count towards Alibaba's total gross merchandise volume, as long as they go through final processing online, an Alibaba spokesman said. 

Alibaba has stressed its focus on international e-commerce for this year's Singles' Day. "Within the next five years, we expect China will become the world's largest e-commerce market for imported products," President Michael Evans told reporters.

Alibaba has by and large dominated Singles' Day sales, which has annoyed rivals. This month, JD.com lodged a complaint with Chinese regulators saying Alibaba was "forcing merchants" to exclusively choose its site for promotional activities, a fact Alibaba denies.

JD.com later said the SAIC had formally accepted the complaint.