Changing consumer habits mark end of an era for e-shopping

Once a nationwide carnival, the biannual e-commerce festivals have now become almost silent. The scenes of families gathered before their "shopping carts", creating astronomical sales figures the moment the clock struck midnight, have faded. But this is actually a positive sign, not something to lament.

This year's 618 e-commerce festival, the longest ever, spanning 39 days, concluded last Friday. After experiencing its first decline in 16 years last year, the total online retail sales this time reached nearly 2 trillion yuan ($278.66 billion), a year-on-year increase of 9.8 percent, according to Fudan University's Consumer Big Data Laboratory. The growth can be partly attributed to the extended duration, more participating merchants and platforms, and State subsidy policies.

Nevertheless, a hint of nostalgia lingers. "Nothing exciting anymore", sighed one netizen, while others claimed they were completely unaware of 618's arrival or departure. Without the buzz of concerts or the spectacle of livestreaming halls, the record-breaking yet quiet festival may signal the end of an era.