Alibaba has sold over $25 billion in gross merchandise volume from its annual online shopping festival held on 11 November, Singles Day. It increased last year's figure by 39%. Sales came from 140 000 participating merchants including 60 000 international brands. At its peak, Alibaba processed 256 000 transactions per second, and almost $12 billion in the first two hours. Around 90% was transacted on mobile (compared to 82% last year).