Singles’ Day wrapped in China, and I think it offers a pretty good look at where
By Julianreis · November 13, 2026 · Curated by George's Blog
Singles’ Day wrapped in China, and I think it offers a pretty good look at where shopping in the U.S. is headed.
Having built SuperOrdinary in China before expanding into the U.S., I've seen firsthand how quickly shopping habits can change when content, creators and commerce come together. In China, shopping has evolved far beyond stores and websites, with livestreams and entertainment becoming a big part of how people discover and buy products.
A CNA article highlighted just how sophisticated livestream shopping has become. Taobao has produced more than 100 professional fashion livestreams over the past three years, and brands are increasingly putting their own employees in front of the camera to host regular shopping shows. It's no longer just about hiring a big influencer for a one-off promotion. Brands are building their own programming and turning their teams into familiar faces that customers come back to.
We're already seeing this shift take shape in the U.S. More brands are experimenting with livestream shopping, creator-led content and bringing their own employees into the mix. I think we'll see this become a much bigger part of how brands sell, with regular programming that keeps audiences engaged beyond major shopping moments like Black Friday.
For brands, the opportunity goes beyond just selling on social. It's about building an always-on experience that brings entertainment and shopping together, something China has already shown us is possible.