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618综合电商销售额六年增长49%，增速趋稳

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所属报告：

宠物食品行业系列深度之九：2026年“618”宠物行业发生哪些新变化？-260715（34页）.pdf

打包全文图表

2021年至2026年，618期间综合电商（天猫、京东、拼多多、抖音、快手等）销售总额从5,786亿元增长至8,636亿元，六年累计增长约49%。2025年销售额达8,556亿元（+15.0%）为增速峰值，2026年增至8,636亿元（+3.0%），增速显著放缓。数据来源：星图数据、申万宏源研究

618期间综合电商销售额及同比增速
年份	销售总额（亿元）	同比增速
2021	5,786	—
2022	5,826	0.0%
2023	6,143	5.5%
2024	5,717	-6.5%
2025	8,556	15.0%
2026	8,636	3.0%

数据来源：星图数据、申万宏源研究

从618综合电商销售额的变化来看，可以提炼出三个关键判断：
2025年为销售额与增速双峰值。 2025年销售总额达8,556亿元，同比增长15.0%，为观察期内最高增速和次高销售额（仅次于2026年）。2024年曾出现-6.5%的负增长，2025年强势反弹，与平台促销力度加大及消费复苏有关。
2026年增速显著回落。 2026年销售额微增至8,636亿元，同比增速仅3.0%，较2025年下降12个百分点。在高基数效应下，增速回归常态化水平，显示电商大促的爆发力正在减弱。
整体趋势呈波动上升。六年销售额从5,786亿增至8,636亿，累计增长49%。尽管2024年出现下滑，但2025-2026年连续两年创新高，反映综合电商大盘整体仍处于扩张通道，但增速中枢已从两位数降至个位数。