The western side of the world is used to hearing about Black Friday as the biggest physical and electronic retail sales event. But a Chinese giant wants to change that. In November, is celebrated the “Singles Day,” also known as Double 11, a one-day mega-shopping event that, since 2009, Alibaba Group has been transforming into the largest festival of its kind in the world, dwarfing CyberMonday in the United States.
AliExpress (Alibaba’s international marketplace) arrived in Brazil in 2014, but only in 2020, it decided to bring Singles Day’s full format with concerts and local artists to the Latin American country. This strategy has a reason: Brazil is always among the company’s four main markets.
Jack Ma launched Alibaba in China in 2010, and in that time, he’s become an icon in the digital business space. Even after leaving the company’s president position, AliExpress keeps being a prime example of what Ma’s vision has accomplished and where the future of e-commerce is poised to go.