China’s Singles’ Day festival tests AI-powered sales
By the AFREEQUE newsroom, based on Sowetan
China’s 2026 Singles’ Day festival is testing AI-assisted sales, with chatbots advising and completing purchases on Alibaba, JD.com and PDD Holdings. On Douyin, AI generated about 5% of purchases in October, a share exceeding 20% for dietary supplements, according to WPIC Marketing + Technologies.
Purchases made through links proposed by artificial intelligence chatbots accounted for about 5% of sales on Chinese platform Douyin in October. This proportion exceeded 20% for purchases requiring more consideration, notably dietary supplements, according to data from WPIC Marketing + Technologies.
Jacob Cooke, chief executive of WPIC Marketing + Technologies, believes that conversational assistants could gradually become a direct purchasing channel comparable to live commerce and social media. Chinese platforms are notably developing AI-assisted search tools, virtual clothing try-ons and price comparison services. Alibaba offers these features on Tmall, its platform for major brands, and Taobao, which hosts a wider range of sellers.
Sales during the Singles’ Day shopping festival rose 2.4% between 7 and 31 October, according to data company Syntun. This increase exceeds the 1.1% rise in retail sales recorded in China during the first nine months of 2026. Syntun was due to publish an updated assessment on Thursday covering the entire event.
The adoption of these tools also presents risks for brands. Ben Cavender, chief executive of Shanghai-based China Market Research Group, believes that some companies can lose visibility when consumers delegate their searches to a digital assistant. The Singles’ Day festival, initially organised over a single day, has gradually become a month-long shopping campaign. Alibaba, JD.com and PDD Holdings are notably seeking to use artificial intelligence to maintain consumer interest amid increased competition.
