Alibaba said sales hit $10 billion in the first hour.
The e-commerce giant launched the annual online shopping promotion on November 11, 2009.
Chinese e-commerce giant Alibaba sold more than $US25.4 billion ($A25 billion) in goods in the first nine hours of "Singles' Day", the largest shopping day of the year.
It crossed the $1 billion milestone in just 1 minute 25 seconds.
The biggest spenders were from Shanghai, where this year's Singles' Day gala was held, followed by those in Beijing, Hangzhou and Guangzhou. The company surpassed the 100 billion yuan mark less than 2 hours into Singles' Day, according to Alibaba's news website.
This Sunday in China it is "Singles Day".
Alibaba's Singles' Day sale is just not an online sale fest.
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It comes as the company is grappling with a weaker sales outlook amid rising trade tensions between China and the United States that have taken a bite out of China's economy.
As a kind of antidote to the societal pressures of being in a relationship, many of China's singles began splurging on themselves on Singles' Day, which became seen as a type of anti-Valentine's Day.
The strong consumer spending provides some welcome news for economy watchers concerned about the impact of the trade war on overseas shipments.
In the lead-up this year's event, there were concerns that Alibaba and other e-commerce sites like JD.com, which runs a similar sale, may be hit hard by new tariffs on US goods.
The 10th edition of the Global Shopping Festival 11.11, which is also called "Double 11" event as it falls on November 11, kicked off on Saturday midnight providing huge discounts on goods ranging from diapers to mobile phones. "And if we can do those two things, all of those people will be back to our platform ー next week, next month, next year", Evans said.
Alibaba kicked off this year's sales with a gala event that featured USA singer Mariah Carey, a Japanese Beyonce impersonator and a Cirque du Soleil performance. The company had announced in September earlier this year that the current chief executive Daniel Zhang will take over as chairman next year. While Amazon does not release Prime Day sales figures, total online sales are estimated to have topped $US4.2 billion over the company's 36-hour Prime Day event in July 2018, according to Wedbush Securities Inc. analyst Michael Pachter.
Alibaba founder Jack Ma, who will step down as chairman in less than a year, attended the start of the gala in Shanghai and appeared in a video message in which he wrapped up live hair crabs, a popular online purchase.