The Scoreboard Went Quiet for a Fifth Year

Neither Tmall nor JD disclosed a full-period total, so structure replaced volume as the proof of a good sale.

As the 18th Double 11 closed at midnight on 12 November 2026, Tmall and JD declined to publish full-period gross merchandise value for the fifth consecutive year. JD instead disclosed that more than 50 million AI products and over 300 million service orders were sold across the period, with its JoyAvatar digital avatars streaming more than nine million hours and driving over 1.3 billion yuan in sales. Token searches on JD rose more than thirteenfold from the previous month. For reference, Syntun put first-round combined e-commerce sales at 1.0263 trillion yuan, up about 2.4%, with home appliances at 15.7%, phones and digital at 13.9% and apparel at 13.5% of the mix.