Alibaba's shopping platforms sold a record 213.5 billion yuan ($30.7 billion) worth of goods during Sunday's Singles Day shopping festival, up from last year's 168.2 billion yuan.

To put this into perspective: analysts have estimated that Amazon's 2018 Prime Day, which the company called its "biggest global shopping event" ever, saw around $3 billion to $4 billion of sales.

But despite the impressive sales figures, Alibaba's annual national shopping spree is seeing slowing growth. This year's growth in sales was 27%, down from 2017's 39%.