Closer Look: Alibaba Pulls Off Another Big Double 11 Day. Here's How

(Beijing) – Tmall.com needed less than 13 minutes for its sales on "Double 11" – Alibaba Group Holding Ltd.'s big day of e-commerce sales every November 11 – to total 10 billion yuan, compared with 38 minutes last year.

By 11:50 a.m., sales through the popular retail sales website controlled by Alibaba had already broken last year's record of 57.1 billion yuan.