Double 12 Sale 2024
🇨🇳 🇸🇬 🇲🇾 🇹🇭 🇻🇳 🇮🇩 🇵🇭 🇯🇵 🇰🇷 December 12, 2024
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Double 12 (12.12) is the year-end counterpart to Singles' Day, originally created by Taobao in 2012 to give smaller merchants a platform after the brand-dominated 11.11 event. It has since expanded across all Asian e-commerce platforms as a major year-end promotion. While smaller than Singles' Day in total GMV, it serves as a critical clearance event and last-chance holiday shopping opportunity.
Frequently Asked Questions
Is Double 12 the same as Singles' Day?
No, while both are date-based shopping events (11.11 vs 12.12), they serve different purposes. Singles' Day is dominated by major brands on Tmall, while Double 12 was originally created for smaller Taobao merchants. In practice, both events now feature promotions across all merchant types, but 11.11 remains significantly larger in total GMV.
Is Double 12 big outside of China?
Yes, Double 12 has become a major event in Southeast Asia through Shopee and Lazada. In some Southeast Asian markets, 12.12 generates comparable or even higher order volumes than 11.11, as it coincides with Christmas shopping and year-end bonus season. The event is less prominent in Western markets.
Should international sellers participate in Double 12?
Yes, particularly if selling into Asian markets. Double 12 offers a second chance to capture holiday shoppers who missed 11.11 deals, and the reduced competition from major brands makes it easier for smaller sellers to gain visibility. For Southeast Asian markets, 12.12 is one of the top 3 shopping events of the year and should be a priority for any seller in the region.