Alibaba's Singles' Day celebrations have featured USA singer Mariah Carey and musician Pharrell Williams in the past.
The sales reached 50 billion yuan in 12 minutes 49 seconds, previous year it took 26 minutes and three seconds.
While American consumers may be more familiar with Black Friday, Singles' Day has become a much larger shopping day internationally.
Chinese e-commerce giant Alibaba Group Holding Inc said on Monday that sales for its annual Singles' Day shopping blitz hit 91.2 billion yuan ($13 billion) within the first hour, up 32% from last year's early haul of 69 billion yuan.More news: Saudi Aramco Stock Offering to Launch November 17
Total sales past year amounted to more than $30 billion, which beats the revenue taken by United States retailers on Black Friday and Cyber Monday combined.
Monday 11 November kicks off the busiest period of the year for parcel delivery business NZ Post - beginning with the online shopping frenzy known as Singles' Day.
This year, more than 200,000 brands are participating, Alibaba said. It also projects 50 million online buyers in Southeast Asia alone during Singles' Day.
The company also said that sales figures are likely to see huge growth from last year's figures of $30 billion.More news: Djokovic thrashes Berrettini in ATP Finals opener
Alibaba anticipates 500 million shoppers will take part in the 11.11 event this year, up from about 100 million recorded last year. "That's an average of nearly three parcels a second".
Alibaba celebrates Singles Day as a day for those who are not in romantic relationships to pamper themselves by shopping online.
Last year, four out of the top five Australian brands purchased during the event were health and supplement brands, with Swisse number one, and Devondale, Bio-Island, Blackmores, and Healthy Care following.
This year's Thanksgiving weekend will likely bring about another record in USA e-commerce history, but it won't come close to matching China's largest shopping extravaganza.More news: Liverpool or Man City?
More than 22,000 worldwide brands from over 78 countries and regions will participate in this year's 11.11 on Tmall Global, Alibaba's dedicated channel for cross-border e-commerce.
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