Merchant-led livestreams take over Douyin e-commerce, e-commerce's Douyin e-commerce.

The short-form video and social commerce platform, which follows tmall and pinduoduo from pdd holdings, is reshaping the balance of the chinese e-commerce market in 2024, right after tmall and pinduoduo from pdd holdings, with gmvs of 8 trillion rmb (1.10).

Both the growth and development of douyin's e-commerce division last year are mostly smaller merchants and brand merchants, i.e. official brand accounts rather than retailers, as well as the construction of douyin's e-commerce division last year.

According to official douyin results, merchant-led livestreams made up 70% of all e-commerce livestreamers, rather than "content e-commerce" such as livestreams and clips.

In terms of gmv, douyin intends to provide merchant-led streams with more resources in 2025, which includes taobao and tmall group and taobao.

Pinduoduo has been operating since late last year, with controversy, merchant-led streaming, and smaller streamers all contributing to the gmv target of 2025 at 4.2 trillion rmb (570.22 billion usd).

With already seeing gains from smaller streamers, such as algorithm updates and fee reductions, it's also important to see how douyin's preferred replacements are faring on 6 march.

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