QuestMobile: Taobao will have 487 million daily active users on Singles' Day in 2024, ranking first; Pinduoduo's user time share accounts for 36.1%, surpassing Taobao for the first time

QuestMobile today released its 2024 "Double Eleven" Insight Report, revealing the increasingly fierce competition among platforms under the surface calmness of this year's shopping festival. Compared with previous years, the duration of major e-commerce platforms' promotional activities has increased significantly, from about 20 days to nearly 30 days, showing an intensified competition for market share.

Data from the past Double 11 shopping festivals show that the e-commerce sector is undergoing profound changes. What is particularly striking is that Pinduoduo's user usage time has grown rapidly in the past three years, reaching 36.1% in 2024, surpassing Taobao for the first time in history.

At the same time, JD.com's user time share continued to rise, breaking the 10% mark in 2024 and reaching 10.6%.

Although Pinduoduo has achieved a comeback in terms of user time, Taobao still ranks first in the key indicator of daily active users. Especially on Singles’ Day, Taobao’s daily active users reached 487 million.

Pinduoduo followed closely behind, breaking the 400 million mark, while JD.com also performed well, with more than 200 million daily active users.

These data not only reflect the competitive situation of major e-commerce platforms in terms of user stickiness and activity, but also indicate possible development trends and market structure changes in the e-commerce industry in the future.

Zikuai Technology