From the performance of the TOP 10 countries of global online retail, China has been the world's top place for eight consecutive years. In 2021, China still maintains a high growth rate of 21%, and will be the first country where online consumption exceeds offline retail. 

Douyin, TikTok’s name sake in China, is set to redefine the e-commerce industry by garnering attention of brands and consumers, becoming a sprawling online marketplace. Following are some highlights of e-commerce on Douyin: 

1. Live streaming breathes new life into e-commerce  

Live streaming is disrupting the way people shop now. It provides anideal way for enterprises to engage and attract prospects, stimulating interestand giving consumers the freedom to browse and shop whatever they areinterested in conveniently.    

By December 2020, the number of e-commerce live streaming users was 390 million, with an increase of 46.4% compared with March 2020. It clearly is the user type with the fastest growth rate and the largest growth scale at present.   

2. Douyin e-commerce GMV has increased by 50 times in one year   

The transaction volume of Douyin store has grown rapidly, increasing by more than 50 times in January 2021 compared with the same period last year.   

Douyin is changing the face of the online shopping industry by integrating content with e-commerce.The number of users of Douyin e-commerce is growing rapidly. Users discover and buy goods through the recommendation of their favorite experts, and they virtually see what they are going to buy beforehand. The majority of Douyin e-commerce buyers are women, but the growth rate of male buyers is higher in the past sixmonths. In terms of age distribution, young users born in the 1980s and 1990s account for the majority, but the post-1995 generation has the highest growth rate. In the first-tier/new first-tier and fourth-tier cities, Shanghai,Chongqing, and Beijing are leading the charts of online shopping.   

4. Douyin e-commerceusers' new consumption discovery: the pursuit of beauty and novelty as well as the love of health   

Douyin e-commerce users are actively pursuing "beauty" and "delicious food."Women's wear, snacks, nuts, and fresh food have become the three most popular categories for Douyin consumers in 2020. In addition, fashion accessories,beauty and skincare, makeup, and food and oil seasoning also feature in the top categories of the year.    

5. KOL Marketing 

A large number of high-quality creators, influencers, have become integral e-commerce anchors.The selected merchants and commodities are recommended to fans and users toexpand the fan base and provide more value to fans. At the same time, by allowing more goods to be discovered and purchased, Douyin is enhancing the commercial value that can be obtained. The scale of creators and per capitaincome of Douyin e-commerce continues to grow rapidly. GMV increased 588% in the second half of 2020 compared with that in the first half of the year. By January 2021, the number of streamers who earned e-commerce income exceeded onemillion.   

6. An array of different categories with the fastest-growing sales   

In the second half of2020, compared with the first half of the year, the highest GMV increment was inwomen's wear, jewelry and gold, beauty and skincare, men's wear, children'swear, second-hand luxury, and other subcategories. The fastest growth was in mobile phones, art collections, watches, underwear, children's wear, wine, andother subcategories. 

Douyine-commerce is expected to grow from strength to strength as more brands and consumers continue to embrace this new social e-commerce platform, leveraging the power of content to drive conversions and sales.   

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