According to statistics, Xiamen's online retail sales reached 22.77 billion yuan ($3.24 billion) from Nov 1 to 11, with a year-on-year increase of 34 percent, and accounted for 42.3 percent of Fujian province's total online retail sales.

Statistics also show that the top three categories of physical commodities were textile products, daily necessities, and household appliances and audio-visual equipment.

During the same time period, there were 404 Xiamen enterprises and 573 Xiamen stores that raked in over 1 million yuan in online retail sales.

In addition, the online retail sales of agricultural products in Xiamen amounted to 838.15 million yuan, accounting for 29.1 percent of the province's total and ranking first in the province. Of which, tea and health foods were very popular among consumers, accounting for 39.4 percent and 36.5 percent of sales, respectively.

Xiamen's cross-border e-commerce industry also took advantage of the "Double 11" shopping festival to explore overseas markets.

For example, from Oct 20 to Nov 11, Xiamen's JD cross-border e-commerce operation center received over 570,000 orders, surging 131.68 percent year-on-year, and generated 195.91 million yuan in sales, soaring 137.24 percent year-on-year.

A warehouse in Xiamen piles deliveries to the ceiling for the annual shopping festival. [Photo/WeChat account: xiamen_swj]