QuestMobile 2026 Double 11 Kicks Off: Initial Glimpse of the Traffic Landscape, General E-commerce Players Expand Coverage to Senior and Young User Groups, Content E-commerce Platforms Ramp Up Layout in Lower-tier Markets, and the Daily Active Users of WeChat Stores Have Exceeded 100 Million...

Hi everyone, last week we shared the 2026 China Mobile Internet Autumn Report with you. It can be seen that with the deep changes in user structure brought by users aged 46 and above accounting for over 40%, the current "battle for user duration" has entered a cutthroat state. Behind this, it is not only related to online and offline consumption itself, but also related to the ebb and flow of the leading camp and the reconstruction of a healthy user ecosystem. This hustle and bustle, instead, sets off the far-reaching impact brought by AI technology as a hidden line, which obviously does not meet the needs of the long-term and healthy development of the industry. Here, Mr.QM strongly calls on leading players to take responsibilities together, and reproduce the glory of the Internet and mobile Internet era in the AI era. After all, only real technology can generate real momentum!

Let's continue our weekly in-depth interpretation 😎 Today we will share the 2026 Double 11 Traffic Data Express (as of October 2026). According to QuestMobile data, with the continuous surge in demand for "conversion", "long cycle, priority for spot goods" has become a consensus. Starting from October 12, when JD launched the spot sale first, followed by Tmall, Pinduoduo and other platforms one after another, driving the traffic heat to move forward. Taobao APP leads the daily active users, with a peak of 469 million; Pinduoduo APP has stable traffic, reaching 404 million on October 16, the day when the campaign starts; JD APP rises flexibly with marketing nodes, with a peak of 216 million;

Core players of comprehensive e-commerce and content e-commerce have launched head-on confrontations. In terms of comprehensive e-commerce, the average daily active users of Taobao, Pinduoduo and JD in October were 422 million, 404 million and 172 million respectively. These platforms have strengthened their penetration into young and silver-haired groups. During the October promotion, the proportion of users born in the 1960s, 1970s and 1980s on Pinduoduo has reached 44.1%, and the proportion of users born in the 1990s and 2000s on JD has reached 46.8%.

In terms of content e-commerce, the average daily active users of Douyin, Kuaishou and Xiaohongshu in October were 717 million, 194 million and 120 million respectively. Among them, the proportion of users born in the 1990s and users born in the 1960s on Kuaishou increased by 1.3 percentage points and 1.2 percentage points year on year respectively, and the proportion of users in third-tier and lower-tier cities reached 59.3%……

Since content e-commerce has higher user stickiness relying on the content ecosystem, it forces comprehensive e-commerce to try to increase user usage times with more promotion nodes. At the same time, WeChat Mini Shop has joined the competition for the first time. Relying on the dividend of WeChat private domain ecosystem, its daily active users are stably at the 100 million level, with year-on-year growth rates of 105.6% and 106.2% on the official launch day and the peak promotion day respectively, making it a non-negligible player……

What about the specific situation? You might as well check the report.

1. "Long cycle, priority for spot goods" has become a consensus during the 2026 Double 11: JD took the lead in selling spot goods on October 12, Tmall opened pre-sales on October 15 and fully launched spot sales on October 20; in terms of gameplay, official direct discount and direct reduction for a single item have replaced the order pooling, and superimposed with the fourth batch of national subsidies, all major platforms arrange marketing rhythms in staggered peaks to extend the promotion cycle 

2. The long cycle of Double 11 has become normal. The October promotion campaign drives the traffic to preheat in advance. Among comprehensive e-commerce platforms, Taobao's average daily active user scale of 422 million maintains the lead, Pinduoduo and JD grow steadily; in the content e-commerce track, Douyin leads with a year-on-year growth rate of 14.2%, and the daily active user scale of Kuaishou and Xiaohongshu is 194 million and 120 million respectively

3. The comprehensive e-commerce market pattern during the 2026 Double 11: The traffic of the two leading players Taobao and Pinduoduo is stable, JD achieves flexible growth with the help of the promotion, and Douyin Mall ranks among the top 

According to QuestMobile data, during the October marketing cycle of 2026 Double 11, Taobao APP leads in daily active users, with a peak of 469 million; Pinduoduo APP has stable traffic, reaching 404 million on October 16, the day when the campaign starts; JD APP rises flexibly with marketing nodes, the traffic on the campaign launch day increases by 9.0% year on year to 179 million; Douyin Mall APP ranks top 4 in daily active users, with a peak of 55 million during the campaign; Tmall APP has 17 million daily active users on the opening day node.

The opening day node drives the daily active user scale of Vipshop and Dewu APP to increase significantly, with peaks reaching 15.583 million and 9.325 million respectively; with the advancement of the promotion, the peak daily active users of Suning.com APP in October reached 825,000.

4. In terms of content e-commerce, Douyin APP leads the content e-commerce track in daily active users, reaching 719 million at the end of October, up 13.9% year on year; the daily active user trend of Kuaishou and Xiaohongshu APP is stable, with the end-of-period daily active users of 194 million and 120 million respectively 

5. WeChat Mini Shop officially enters the Double 11 promotion for the first time. Relying on the dividend of WeChat private domain ecosystem, its daily active users are stably at the 100 million level, with year-on-year growth rates of 105.6% and 106.2% on the official launch day and the peak promotion day respectively 

6. Relying on the foundation of the content ecosystem, content e-commerce has more prominent user stickiness. During the promotion period, the peak per capita usage times of Xiaohongshu and Douyin are 17.6 times and 16.4 times respectively; the usage frequency of comprehensive e-commerce users rises synchronously with the promotion nodes, and the per capita usage times of Taobao and JD at the opening promotion node rise to 7.0 times and 6.3 times respectively 

7. Comprehensive e-commerce platforms strengthen their penetration into young, "silver-haired" and sinking markets. The proportion of young users born after 2000 and users in sinking markets on JD and Pinduoduo has increased significantly, and Taobao's user structure remains stable 

The proportion of Kuaishou's users in sinking markets, silver-haired users and young users has increased significantly. Xiaohongshu takes female, young users in high-tier cities as its user base, and speeds up its penetration into sinking markets at the same time. Douyin's user structure is relatively balanced, and the proportion of users in first-tier cities has expanded slightly. 

This article is from the WeChat Official Account "QuestMobile" (ID: QuestMobile), author: Mr.QM, published with authorization from 36Kr.