Douyin? Here the Future of Social E-Commerce


Today it’s clear how Douyin is showcasing the future of social and e-commerce. Focus on Douyin if you want to win in China. Let’s see why


Chinese e-commerce sector is booming, having a higher e-commerce spend this year than the rest of the world combined. Last data show us, again, how China is such a big opportunity for brands. As we know, the Dragon, once known as less connected country in the world, has become the land of the e-commerce giants with Alibaba and JD amongst many others all dominating online spend right now. But other new players are growing behind the curtain. Pinduoduo, Meituan, Kuaishou, Little Red Book and Douyin some names.


© Weibo. Zhang Yiming recognized the importance of the social networks environment, so Douyin also integrated social sharing with major platforms such as QQ, Weibo, and WeChat.


That’s why is not wrong to say that the opportunity for brands isn’t in the Alibaba’s & JD’s. Whilst they account for over 50% of Chinese e-commerce, it’s more effective as a brand to go after the other portion that isn’t the lions share that is found through other e-commerce channels. Let’s see how Douyin is becoming month by month an important player in e-commerce sector. We’ve mentioned Douyin but also the “underbelly” of Chinese commerce, such as private communities, for example social sellers on WeChat.

Short-Form vertical video is going to be the dominant format over the next 5 years, and Douyin is the platform that will lead the way. We’ve always been confident on short-form video, and a large reason for that is the huge growth of Douyin, with over 500m monthly active users and rising, and over 50% of those using the app daily.


Today it’s clear that Douyin is showcasing the future of social and e-commerce, seamlessly integrating the two through content and future technologies. 


Douyin’s latest feature is a true game-changer. You can now select a feature in a video, for example, a person or item of clothing, and search for other videos or images containing them or directly buy the products recommended. What’s the meaning? It’s what we’ve predicted will happen: Next generation of social media led by AI. 

Could be a shock, but forget Tmall, Taobao and WeChat – focus on Douyin if you want to win. Let’s see why. Right now Douyin’s aims are to get as many users as possible and grow the platform, even outside China, and give exposure to great content, there is no ulterior motive like there is with other social platforms that are pay-to-win.


Douyin vs kuaishou - short video app - cifnews

© Chinadaily. Video-based e-commerce is shaping up to be the next revenue battleground for China’s leading video apps, Douyin and Kuaishou.


On Douyin, content wins, and that’s the best time for brands to build an audience.  Digital experts always been bullish on short-form video and Douyin in particular, and this latest feature reinforces that and opens up a world of possibility for brands in connecting with their audience. Brands need to be working toward how they can leverage the direction that social is moving to, and they need to be doing that now – this is merely the tip of the iceberg. Are you going to start building an audience on Douyin?

China is a huge opportunity, but everyone should remember that it pays tenfold if you think outside the box, be bold and be creative. Think beyond the status quo platforms that everyone talks about and look at the opportunities everyone forgets. This is where the real arbitrage can be found, and Douyin is one the top player to interact with.



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