"On Douyin, the China-only version of TikTok, live shopping, in particular, has been a big winner, with the platform generating $US490 billion in gross merchandise sales in 2024. Douyin has expanded its in-stream sales to all elements of shopping, including groceries, meal delivery, and more. That's made the platform a key element in the lives of millions of young Chinese users, and solidified Douyin as an essential app, beyond just trending video clips."
"But what's been even more impressive here is Douyin's rapid ascent, with the platform going from virtually no commerce activity at all in the app in 2019, to that $US490 result last year. That's the template that parent company ByteDance has been working from in its efforts with TikTok, however Western consumers have been less keen to integrate shopping into their TikTok stream."
Douyin generated $US490 billion in gross merchandise sales in 2024, led by live shopping and expanded in-stream commerce across groceries, meal delivery, and other categories. The platform became essential to millions of young Chinese users after growing from virtually no in-app commerce in 2019 to massive sales in 2024. ByteDance is applying Douyin's commerce template to TikTok, though Western consumers were initially slower to adopt in-stream shopping. TikTok Shop reported $19 billion in Q3 and saw GMV grow from $1.1 billion (Sept 2023–Aug 2024) to $2.5 billion (Sept 2024–Aug 2025), with units sold rising from 67 million to 139 million.
Read at Social Media Today
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