Singles’ Day: The New Rules of Engagement

Once a campus holiday celebrating singlehood, Singles’ Day (11.11) has become the world’s biggest digital shopping event — and a proving ground for consumer engagement. In China alone, 11.11 generates more than $150 billion in annual sales, while platforms like Taobao took the festival global, rolling out localized promotions in 20 markets and five languages.

Consumers no longer wait for big-ticket moments. They buy in bursts, frequently, impulsively, and across platforms. Last year, Coda’s 11.11 campaigns demonstrated a clear pattern: higher-order volumes with smaller individual spends. 

Singles’ Day is a major growth moment for digital publishers and platforms. Across Asia and the world, we’re seeing massive expansions of campaigns centered around shopping seasons, such as e-commerce giant Taobao’s annual “Taobao 11.11 Global Shopping Festival,” which is now expanding to 20 international markets, offering localized promotions in five languages. 

Beyond sales and discounts, Singles’ Day offers a pulse check on global consumer behavior and the future of digital commerce. As shoppers grow used to the ease, excitement, and cross-border access of online buying, retail trends are fueling a surge in digital consumption, from in-game purchases to streaming and virtual goods. For publishers, the message is clear: the rules of engagement are changing, and staying ahead is everything.

Here’s what we see driving the action this year, and how publishers can capitalize on it.

Move fast or miss out

Consumers are changing how they spend, opting for more frequent, smaller purchases. It’s a game of many small wins, not just a few big ones. Last year, Coda’s 11.11 campaigns marked a clear trend of more order volumes, but with smaller individual order values – a blueprint for how players today engage with content.

For publishers, this demands agility. Whether it’s the rapid pace of a livestream sale or an in-game top-up, every moment of interest must convert instantly. That means payment systems must keep up, fast, seamless, and ready for real-time engagement. 

Simplicity and convenience sell

Amid endless offers, clarity wins. This extends from the deals consumers see to how they pay and the way they are rewarded. Consumers are seeking no-nonsense deals and tangible rewards, the kind that deliver instant value. Cashback is becoming a favorite, offering transparent benefits without complex mechanics. 

Consumers want a “one-stop shop” that provides integrated experiences, or all-in marketplaces built for shopping, payment, and rewards, all without leaving the platform. Seamless checkouts and simple payment processes make purchases easy and frictionless, which means faster conversion and greater loyalty. 

Borderless buys

As markets blur, consumers expect shopping to be borderless. Digital wallets are now the preferred payment method for younger, mobile-first users, prized for speed and flexibility.

They’re also savvier than ever, using “promotional stacking” to stretch every currency unit. To win their loyalty, publishers need payment infrastructures that handle cross-border transactions with ease, enabling access to global audiences and new revenue streams.

As markets become increasingly digital, with more payments occurring in the digital space, the ability to handle cross-border payments seamlessly opens up new audiences and unlocks global growth. Content knows no borders, and neither should your monetization strategy.

AI’s dual role: security and personalization

Trust remains the most valuable currency, even amidst the shopping season excitement. Over 40% of consumers say they’re more cautious about online purchases during major sales. While consumers are celebrating, they’re also wary of merchant fraud and data theft. AI is stepping up to deliver as a critical ally, spotting fraudulent activity in real-time and boosting consumer confidence.

But AI’s value doesn’t end with protection, and generic offers won’t cut it anymore. It also personalizes: analyzing behavior and spending patterns to craft offers that resonate uniquely with each user. Relevance drives loyalty, and personalization turns one-time buyers into repeat customers.

Win with Codashop

For publishers, shopping season success comes down to speed, reach, and reliability. Codashop delivers all three.

With access to 62 markets worldwide, Codashop enables publishers to sell in-game currencies, digital goods, and bundles directly to millions of users. The Coda Portal for custom-built for publishers makes setup simple: self-onboard, integrate, and launch exclusive offers in under a day.

We make it simple for publishers to get in front of millions on a global marketplace where they can sell in-game currencies, content, and bundles across 62 markets. Promotion is built in, with Codashop’s owned channels spanning blogs, banners, and social media to amplify visibility and engagement.

With Codashop, growth comes with peace of mind as we bring robust fraud and chargeback protection, help manage compliance and regulation as your merchant-of-record, and provide 24/7 global customer service in 21 languages with over 90% satisfaction rates. 

In a multi-partner campaign tied to last year’s 11.11 season, we worked with top publishers like Moonton, Ubisoft, and Riot Games, and 6 payment channels to promote 5 game titles across countries in APAC, LATAM, and Africa. Our Coda Reward system drove top-ups and promoted retention through seasonal promotions, resulting in a 43% increase in TPV.

Stay ahead this 11.11

Success in shopping seasons like 11.11 depends on your ability to move with these evolving dynamics. Codashop keeps publishers agile, customer-centric, and ready to win in the moments that matter. 

Let’s talk.