Shopee Says 11.11 Visits Beat Black Friday by 40% in Opening Hours

Shopee said visits to its platform were 40% higher in the first 12 hours of its 11.11 sale on Wednesday than its Black Friday 2025 benchmark. The Singapore-based online retailer also reported an 18% higher average ticket and a payment mix led by Pix.

What did Shopee report?

Shopee’s traffic comparison starts with the first 12 hours of 11.11 and uses Black Friday 2025 as its benchmark. The company did not disclose the absolute number of visits, so the traffic gain remains a percentage comparison rather than a measure of platform scale.

Shopee’s figures point to stronger early reach for its main sales date of the year. They do not show how many people visited, how many orders followed or what the platform sold in total.

Shopee’s percentage traffic gain is clear, but the release gives no underlying scale.

How aggressive was the promotion?

Shopee positioned 11.11 as offering more aggressive promotions than the traditional Black Friday sale. On Wednesday, the company said it had granted R$25 million in discount coupons, plus additional vouchers for free shipping with no minimum purchase.

The coupon figure measures the value granted, not the value redeemed or sales generated; Shopee did not report either figure. Its release also did not state how many vouchers it issued, what they were worth or how long the offers would run.

Because Shopee reported no redemption or order data, the figures cannot isolate a discount effect from the changes in traffic and average ticket.

Shopee paired a 40% traffic lift with R$25 million in coupons and free-shipping vouchers with no purchase minimum.

What changed in spending and payments?

Shopee reported that the average amount spent per ticket was 18% above the level recorded in the first hours of Black Friday 2025. That measures average spending per order, not order count or total sales, which the company did not disclose.

Pix accounted for 52% of payments, ahead of credit cards at 35%. The reported shares leave 13% for all other payment methods, which Shopee did not identify.

Shopee said: “O resultado aponta para a mudança no comportamento, já que, no mesmo período de 2025, o cartão de crédito ficou à frente, seguido pelo Pix”. In English, the company said the result pointed to a change in behavior because credit cards had led in the same 2025 period, with Pix second.

Pix went from second place in the comparable 2025 period to first in Shopee’s reported payment mix.

What can marketers conclude?

Shopee’s figures show three simultaneous shifts: 40% more visits in the opening 12 hours, an average ticket 18% higher, and Pix ahead of credit cards by 17 percentage points. The first two measure traffic and spending per order; the third measures payment preference within the period Shopee reported.

The release does not establish that discounts caused the higher traffic or ticket. Shopee did not publish order volume, total sales value, coupon redemption or total promotional cost. Nor did the payment breakdown show whether each share represented transaction count or payment value.

For marketers, the defensible conclusion is that Shopee’s platform drew more early traffic, spending per ticket was 18% higher and Pix led its payment mix in the comparable Black Friday period. The figures do not yet establish the campaign’s final sales result.

Shopee’s next test is whether its relative traffic and ticket gains hold beyond the first 12 hours and whether it supplies absolute sales data to put the opening-hour advantage in context.