It's not Christmas or Lunar New Year, but November 11 is now one of the world's biggest shopping day, eclipsing America's Black Friday or Amazon Prime Day sales by a large margin.

The date is known in China as Double 11 (11.11) or Single's Day - a day where retailers nationwide slash prices and offer huge discounts.

Every year, e-commerce giants Alibaba and JD.com rack up record-breaking sales during that time on apps like Taobao and Jingdong.

In 2021, despite the severe global epidemic, over US$139 billion worth of goods were bought, and over four billion parcels were delivered during the 11.11 sale.

Go behind-the-scenes to find out how 11.11 sales break records every year, and what it takes to capture the hearts and wallets of shoppers today.