We are China’s largest ecommerce company by revenue and a member of the Fortune Global 500. GMV increased from RMB32.7 billion in 2011 to RMB73.3 billion in 2012 to RMB125.5 billion in 2013 to RMB260.2 billion in 2014 to RMB462.7 billion in 2015, and further RMB658.2 billion in 2016.
We believe we provide consumers with an enjoyable online retail experience. Through our content-rich and user-friendly website, www.jd.com, and mobile applications, we offer a wide selection of authentic products at competitive prices which are delivered in a speedy and reliable manner. We also offer convenient online and in-person payment options and comprehensive customer services. In order to have better control over fulfillment and to ensure customer satisfaction, we have built our own nationwide fulfillment infrastructure and last-mile delivery network, staffed by our own employees, which supports both our online direct sales and our online marketplace businesses. We have established strong relationships with our suppliers as we develop our online direct sales business. Leveraging our strengths, we launched our online marketplace business in 2010, which has allowed us to significantly expand our selection of products and services.
Our business has grown rapidly and the number of products we offer through our online direct sales and marketplace has grown significantly to meet the strong demand of Chinese consumers. We had 12.5 million, 29.3 million, 47.4 million, 96.6 million, 155.0 million and 226.6 million active customer accounts and fulfilled approximately 65.9 million, 193.8 million, 323.3 million, 689.0 million, 1,263.1 million and 1.6 billion orders in 2011, 2012, 2013, 2014, 2015 and 2016 respectively.
Timely and reliable fulfillment is critical to the success of an online retail business. We believe we have the largest fulfillment infrastructure of any e-commerce company in China. As of December 31, 2016, JD.com operated 256 warehouses and a total of 6, 906 delivery stations and pickup stations and its delivery network covered 2,655 counties and districts. JD.com had approximately 120,000 merchants on its online marketplace and a total of 120,622 full-time employees as of December 31, 2016.
We are a technology-driven company and have invested heavily in developing our own highly scalable proprietary technology platform that supports our rapid growth and enables us to provide value-added technology services.