E-commerce Morning Brief: Anta Acquires 29.06% Stake in Puma, Becoming Largest Shareholder; Intelligent Product Sales Surge 1.3x During National Day

Item 1: Ministry of Commerce: Embodied Intelligent Robot Sales Surge 1.3x YoY During National Day Holiday

According to the Ministry of Commerce's business big data, from October 1 to 6, sales of embodied intelligent robots on key platforms surged 1.3 times year-on-year, smart glasses sales doubled, water-saving appliances grew 18.1%, exoskeleton assist devices increased 12.8%, outdoor sports equipment rose 10.4%, and first-tier energy-efficient dishwashers grew 8.4%. During the same period, trade-in programs for consumer goods benefited 6.392 million people, driving sales of 33.48 billion yuan. This included 68,000 vehicles traded in, generating 10.92 billion yuan in new car sales; 2.848 million home appliances traded in, contributing 12.34 billion yuan; and 3.052 million digital and smart products purchased new, adding 8.68 billion yuan. The Ministry of Commerce's key monitored 78 pedestrian streets (business districts) saw foot traffic and turnover increase by 2.5% and 4.7% year-on-year respectively.

Item 2: Douyin Life Services: Group Buy Orders Surge 53% During Double Festivals

According to the "2026 Mid-Autumn & National Day Consumption Report" released by Douyin Life Services, group buy orders on the platform grew 53% year-on-year during the two festivals. Restaurant orders increased over 61%, hotel and travel orders grew 42%, and hotel accommodation orders rose nearly 79%. New scenarios and entry points significantly boosted consumption during the holiday: scenic spot group buys on the Dou-sheng-sheng app saw average daily transaction growth of 142%; AI entry points became a new holiday consumption scenario for the first time, with "Doubao Hotel Booking" orders increasing over 56% month-on-month. Additionally, group buy orders for duty-free stores, beauty and personal care, department stores, and apparel and footwear grew 182%, 86%, 34%, and 31% respectively; hairy crab gift box orders surged over 130 times year-on-year.

Item 3: Anta Completes Acquisition of 29.06% Stake in Puma, Becomes Largest Shareholder

Anta Sports Products Co., Ltd. announced on October 7 that it has completed the acquisition of a 29.06% stake in PUMA SE, the company behind the iconic global sports brand Puma, for a cash consideration of 1.5055 billion euros. Anta Group has officially become the largest shareholder of Puma. This is a key step in Anta's multi-brand globalization strategy, leveraging Puma's overseas channels and sports resources to broaden global market coverage.

Item 4: Shanghai National Day Consumption Reaches 76.24 Billion Yuan, Up 9.9% YoY

According to the Shanghai Municipal Commission of Commerce, during the National Day holiday (September 30 to October 6), total online and offline consumption in Shanghai reached 76.24 billion yuan, a year-on-year increase of 9.9%. Offline consumption amounted to 40.04 billion yuan, up 15.1% year-on-year; online consumption reached 36.2 billion yuan, up 4.7%. Consumption in 19 key monitored municipal business districts totaled 5.62 billion yuan, up 14.5% year-on-year, with average daily foot traffic of 3.964 million people, up 1.9%. Inbound tourism spending showed strong vitality, with tax-refund sales for departure increasing 47% year-on-year and instant tax-refund sales doubling.

Item 5: Meituan: Long-Distance Travel Orders Over 800km Increase 25% During National Day

According to the "Meituan 2026 National Day Consumption Insights Report," orders for long-distance travel exceeding 800 kilometers during the National Day holiday grew 25% year-on-year. 31% of users stayed at one destination for three days or more, and consecutive-night hotel bookings increased 31%. Multi-city trips became more common, with users combining flights, high-speed rail, and other transportation modes to visit three or more cities in one trip, up 54% year-on-year. Experience-based consumption heated up: searches for "coffee-making experiences" rose 65% year-on-year in the first three days of the holiday, "clay sculpture and pottery classes" increased 84%, "baking classes" grew 125%, and "personal makeup tutoring" surged 377%. In sports training, searches for "Pilates training" increased 133% and "rock climbing experience classes" rose 177%.

Item 6: JD.com: Equipment Rental Service GMV Surges Over 5x Before National Day

According to JD.com survey data, this year's National Day travel saw 80% of respondents choose "buy better" over "rent better," while 20% opted for renting. JD.com platform data shows that before the National Day holiday, rental service transaction value grew over five times year-on-year, with equipment rental for photography, camping, and skiing becoming a new choice for some consumers. Meanwhile, demand for door-to-door services and gift delivery arising from holiday travel also increased significantly, further embedding service consumption into daily life and travel scenarios during the long break.

Item 7: Amazon Prime Big Deal Days Concludes, Covering 35+ Categories Over 48 Hours

Amazon's 2026 Prime Big Deal Days took place from October 6 to 7, spanning 48 hours and covering over 35 categories, including beauty, electronics, kitchen, apparel, home, Halloween items, and early holiday gifts. Amazon stated that featured deals would be refreshed in three batches: midnight, 8 AM, and 1 PM Pacific Time. Concurrently, Amazon Poland launched its Christmas season on October 6, with a 48-hour Prime event covering over 30 categories and tens of thousands of Polish and foreign brand products. Cosmetics saw discounts up to 55%, personal care small appliances up to 45%, and apparel and sports up to 40%. The site's "Polish Brands" section now features over 1,200 local brands.

Item 8: ECDB: Global E-commerce Revenue Reaches $434.6 Billion in September, Up 6.8% YoY

According to the September global e-commerce monthly review released by ECDB, global e-commerce revenue reached $434.6 billion in September 2026, a 6.8% year-on-year increase and a slight 1.4% month-on-month growth from August's $428.5 billion. By market, the UK led major economies with 8.6% year-on-year growth, followed by the US at 8.0%, Greater China at 5.9%, Germany at 5.6%, and South Korea at only 3.2% due to already high online penetration. By category, personal care products, furniture and home, and DIY home improvement grew the most, directly linked to cooler weather and consumption shifting back indoors.

Item 9: Shopify: Three-Quarters of Consumers Will Use AI Assistance for Black Friday Shopping

According to Shopify's 2026 Black Friday consumer forecast report, AI-assisted shopping trends are noticeably heating up during the holiday season: three-quarters of surveyed consumers said they would likely use AI for at least one shopping-related task this season. Among them, 55% are willing to accept AI product recommendations, 38% accept AI-curated carts that they then check out, and 30% trust AI to complete purchases on their behalf. Meanwhile, spending is cooling: global average per-person Black Friday spending is projected at $186, down 3.1% from 2025. A gap between merchant and consumer expectations is emerging, with 78% of sellers expecting sales growth this season, but 58% of consumers saying economic conditions have affected their purchasing plans.

Item 10: Shopee Vietnam Launches Installment Payment for Buyers, 0% Fees Starting October 14

Starting October 14, 2026, Shopee Vietnam cross-border site will introduce a Special SPayLater plan for buyers. This plan offers 0% installment fees for buyers using SPayLater installment payments. Sellers can opt in independently through the Seller Center.

Item 11: TikTok Shop US Upgrades Product Management, Supports Natural Language Bulk Price Adjustments

TikTok Shop US has upgraded its product management page, integrating product status, inventory, price, performance, information quality, and merchant assistant tools into one workspace. Merchants can now describe bulk modification needs in natural language, with the system automatically filtering products and generating modification previews. Once confirmed, bulk adjustments to inventory, price, and other fields are applied, reducing repetitive operations for multi-SKU and multi-store sellers. After modifications, sellers must still review and confirm changes.

Item 12: Poizon Announces Russian Seller Cooperation Terms, Commission Rates 19% to 29%

Chinese e-commerce platform Poizon has announced cooperation terms for Russian sellers, with platform commission rates ranging from approximately 19% to 29%. Qualified premium sellers can enjoy a minimum commission of 19%, with specific rates depending on product category and cooperation model. Platform fees also include quality inspection, product detail page creation, and return management services. In entering the Russian market, Poizon targets fashion, trend, and brand-conscious consumers. Relevant sellers should pay close attention to commission costs, product authenticity, inventory pricing, and platform rules.

That concludes today's morning briefing. For more e-commerce knowledge content, stay tuned to Ebrun audio news.

This article was first published on the official Ebrun website.