Less than 30 minutes after its hour one update, the retailer announced total sales had now exceeded $17.2 billion (120 billion in Chinese Yuan).
Chinese e-commerce giant Alibaba's annual Singles' Day has already notched up 91.2 billion yuan ($20.5b) within the first hour.
"This year's Singles' Day will have many many new records", Alvin Liu, General Manager Tmall Global Import Export said.
The company started Singles Day with participation from 27 brands in 2007 that grew to 60,000 in 2017 and this year will exceed 200,000.
The world's largest online retail event happens on Monday - bigger than Black Friday or Cyber Monday - but few on this side of the planet have heard of it.More news: Nintendo Switch has now sold over 10 million units in Japan
Alibaba clocked US$30.8 billion ($48b) worth of sales on Singles' Day previous year, while New Zealand retailers that participated in the event made millions of dollars in revenue from online sales.
The event is named after the calendar date 11/11, with the four ones seen as symbolizing the state of being single.
Alibaba anticipates 500 million shoppers will take part in the 11.11 event this year, up from about 100 million recorded last year.
"While Black Friday and Cyber Monday still dominate the online shopping days in New Zealand, we're expecting Singles' Day this year to be bigger than ever as Kiwi consumers and e-tailers jump on the bandwagon", Dobson said.
Pinduoduo will be also holding its own "Singles' Day" events on the same day. "Singles' Day really kicks off the busy period for NZ Post".More news: Southwest Airlines pushes back Boeing 737 Max return until March
Workers sort global parcels at a cross-border e-commerce industrial park ahead of the Singles Day online shopping festival in Hefei, Anhui, province, China November 2, 2019. "That's an average of nearly three parcels a second".
The whopping sales generated on this day has over the years lured an increasing number of USA retailers, who have been struggling in their own territory with slowing sales in the last couple of years.
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.
Overall 1.8 million New Zealanders shopped online in 2018, spending a total of $4.2 billion. NZ Post completes well over half of these deliveries with more than 78 million parcels delivered previous year.More news: Trump to pursue higher sales age for e-cigarettes