China’s 618 Shopping Festival Shows That Discounts Alone Are No Longer Enough

China’s 618 shopping festival has long been one of the biggest events in global e-commerce. Every June, platforms such as Alibaba’s Tmall, JD.com, Pinduoduo, and Douyin compete to attract millions of shoppers through discounts, promotions, and exclusive product launches.

This year, however, the results tell a different story.

According to Reuters, gross merchandise value (GMV) during the 2026 618 shopping festival reached 863.6 billion yuan, only slightly higher than last year’s 855.6 billion yuan. The modest growth reflects continued caution among Chinese consumers despite weeks of promotions and discounts. Slowing retail sales, economic uncertainty, and weaker consumer confidence have all contributed to more restrained spending.

The Shopping Calendar Is Losing Its Sense of Urgency

The 618 festival was originally a single-day event created by JD.com. Today, it stretches across more than a month, with multiple platforms launching promotions well before June 18.

While longer campaigns give consumers more opportunities to shop, they also reduce the urgency that once made shopping festivals so successful.

When discounts are available for weeks rather than hours, many shoppers simply wait for the most convenient moment instead of rushing to make a purchase. The result is a more gradual sales curve rather than the dramatic spikes that once defined China’s biggest e-commerce events.

Consumer Confidence Matters More Than Discounts

Price promotions remain important, but they cannot fully offset weak consumer sentiment.

The Reuters report notes that China’s retail sales declined in May, while spending during the Dragon Boat Festival grew more slowly than travel itself. These indicators suggest consumers are still willing to participate in shopping events, but they are becoming more selective about where they spend their money.

This creates a different challenge for brands and retailers.

Rather than relying solely on discounts, companies increasingly need to demonstrate value through product quality, trusted brands, and better customer experiences.

AI Can Improve Shopping, But It Cannot Create Demand

One interesting aspect of this year’s 618 festival was the growing role of AI.

Major platforms introduced AI-powered shopping assistants, smarter search experiences, and automated customer service tools to help consumers discover products more efficiently. AI continues to improve how retailers engage with shoppers and streamline operations.

Yet the overall results highlight an important distinction.

Technology can improve the shopping journey, but it cannot replace consumer confidence. Better recommendations and faster customer service help shoppers make decisions, but they do not necessarily encourage spending during periods of economic uncertainty.

Better Product Content Still Creates Value

As competition intensifies, retailers need to focus on the factors they can control.

High-quality product information plays an increasingly important role in that effort. Detailed specifications, accurate attributes, rich media, and consistent product content help consumers compare products more easily and make purchasing decisions with greater confidence.

The same structured product data also supports AI-powered discovery, recommendation engines, and marketplace merchandising, making it valuable across the entire customer journey.

When shoppers become more selective, clear and trustworthy product information becomes a competitive advantage.

The Future of E-commerce Will Depend on More Than Promotions

China’s 618 festival remains one of the world’s largest e-commerce events, but this year’s results suggest the market is entering a new phase.

Growth will depend less on extending promotional calendars and deeper discounts, and more on delivering meaningful value to consumers.

For brands and retailers, that means combining competitive pricing with strong product content, better digital experiences, and technologies that genuinely improve the shopping journey.