Douyin Ecommerce, ByteDance’s retail platform integrated within the Douyin app, achieved a gross merchandise volume (GMV) of approximately 3.5 trillion yuan (about US$490 billion) in 2024.

This marks a 30% increase from the previous year.

In 2024, Douyin Ecommerce became the 3rd largest ecommerce platform in China, following Alibaba’s Taotian Group and Pinduoduo.

At a company meeting on Feb. 13, Bob Kang Zeyu, head of Douyin Ecommerce, linked the platform’s growth to its changing sales strategies.

Douyin moved from a low-price focus in early 2024 to emphasizing GMV targets later in the year.

Shelf-based shopping became Douyin’s main revenue source in 2024, generating over 40% of total GMV.

Additionally, merchant-led livestreams contributed slightly more than 30%, with influencer-led livestreams representing another 30%. Notably, smaller creators outperformed larger influencers.

Looking forward, Douyin Ecommerce is targeting 4.2 trillion yuan (US$586 billion) for 2025.

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