Only in American retailers’ wildest dreams could they sell more than $1 billion of merchandise an hour, yet that’s exactly what happened in China on Singles Day last year. China, which has long been the world’s most populous nation, surpassed the U.S. as the world’s biggest retail market in 2016. And that’s why even on Amazon’s best day—which to date is Prime Day 2018, when it reportedly needed 12 extra hours to sell a measly $100 million per hour—it doesn’t come close to ecommerce platform Alibaba and Singles Day.
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And, with all due respect to Amazon’s Jeff Bezos and Marc Lore, Walmart’s CEO of U.S. ecommerce, it has considerably more star power than any retail events Western consumers are familiar with: The festivities include a countdown-to-midnight gala in Shanghai’s 18,000-seat Mercedes-Benz Arena with celebrities like model Miranda Kerr, who is confirmed this year, and footballer Lionel Messi, who once kicked goals against a shampoo bottle on behalf of sponsor Procter & Gamble.
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