How Douyin Social Commerce in China Really Works
Imagine, for a moment, a world where shopping is no longer about transactions and constant pressure to click the “Buy” button. What if, instead, it was about moments of connection—where a product doesn’t just appear on a screen, but feels like part of a narrative coming from a trusted friend?
Well, in China, this world already exists and it’s called social commerce—a new blend of entertainment, social interaction, and retail rolled into one. At the heart of this revolution is Douyin, a platform that has redefined the relationship between content and commerce.
In a landscape where traditional e-commerce once reigned supreme, Douyin is flipping the script with real and measurable sales. The question is no longer if brands should enter the social commerce space in China, but how they can capitalize on this exciting new retail model.
In this post, we’ll explore how Douyin lies at the heart of this transformation and provide actionable insights on how brands can leverage Douyin’s ecosystem to drive sales and build lasting connections with consumers in China.
What is social commerce and why is it important?
Social commerce refers to the integration of social media platforms with e-commerce functionality, enabling users to shop directly from within their social feeds. Unlike traditional e-commerce, where consumers know exactly what they want to buy, social commerce offers an experience where product discovery, engagement, and purchase are fluid and organic—often driven by content creators, influencers, and peer recommendations.
In China, social commerce is growing at an exponential rate. According to Grand View Research, China’s social commerce market was valued at USD 727.63 billion in 2022 and is expected to expand at a compound annual growth rate (CAGR) of 31.6% from 2023 to 2030.
With over 600 million monthly active users on Douyin, the platform is central to the social commerce boom in China, especially with its unique ability to merge entertainment and retail in an immersive way.
The Douyin advantage: Connecting social commerce dots
Douyin’s innovative features and vast reach provide a perfect environment for businesses to engage with Chinese consumers.
To leverage Douyin’s ecosystem effectively, brands must understand how to tap into both public and private domain resources, as well as how to strategically use short videos, on-shelf retail, and livestreaming sessions to create a powerful social commerce strategy for China.
Let’s break down these critical components.
1. Public domain resources: Building awareness & engagement
Public domain resources on Douyin refer to broad, public channels where brands can create content that reaches a wide audience. This includes content like viral short videos, Hashtag Challenges, and influencer partnerships that expose the brand to millions of potential customers.
Short form videos: Douyin’s short videos are the bread and butter of social commerce in China. The platform’s algorithm thrives on engagement, and short videos allow brands to create highly shareable, engaging content that connects them with their target audience. Whether it’s a behind-the-scenes look at product creation, a tutorial, or a quick product demo, short videos help businesses grab attention and spark interest.
Collaborating with KOLs: Douyin influencers or KOLs can drive massive visibility. Through authentic content, such as product reviews, unboxing, or lifestyle integrations, KOLs provide an avenue for brands to establish credibility and influence consumer purchase decisions.
Hashtag Challenges: These can go viral, creating an avenue for community-driven content. When brands partner with influencers to launch Hashtag Challenges, they can significantly amplify their reach and create social proof around their products.
2. Private domain resources: Cultivating loyalty & direct relationships
Private domain resources refer to more controlled spaces where brands can build deeper, direct relationships with their audience, often through tools that allow for more personalized communication. On Douyin, this could include the official account, private messages, and live commerce.
Official Douyin Account: By setting up an official Douyin account, brands can connect with their followers directly, posting updates, exclusive offers, and engaging content that strengthens the brand-consumer relationship. Unlike public domain resources, the audience here is self-selected, meaning followers are already interested in the brand and open to more targeted content.
Product recommendations & loyalty programs: Leveraging private domain tools, brands can use customer insights to send tailored product recommendations, rewards, and special offers that encourage repeat business and strengthen customer loyalty.
Short videos: The foundation of Douyin social commerce
Having discussed the concept of private and public domain resources, let’s now talk about specific Douyin features, starting with short videos.
Short videos on Douyin are the cornerstone of social commerce. Thanks to their high engagement rates and viral potential, short-form videos can take a brand from obscurity to fame in no time.
Product showcases & demos: Demonstrating products through unboxing videos, how-to tutorials, and user testimonials is highly effective in the short-video format. These videos build trust, provide entertainment, and subtly encourage purchasing decisions.
Incorporating shoppable features: Douyin’s “shoppable content” feature enables viewers to make direct purchases from the video. This integration allows brands to remove friction from the purchase journey, turning passive viewers into active buyers. Brands can include product links directly in the video, and users can shop without leaving the app, making it easier for them to complete a purchase.
Viral trends: If your product or content goes viral, the reach is exponential. By aligning with trending challenges or topics, brands can organically drive massive awareness and engage with a broader audience.
Livestreaming: The future of social commerce in China
Livestreaming is another indispensable element of social commerce in China. It has become a mainstream channel for brands to engage with consumers in real-time, showcase products, and drive instant sales. The popularity of livestreaming is skyrocketing, with millions of viewers tuning in to watch their favorite hosts demonstrate products live.
Creating engaging livestream shows: Douyin livestreaming allows brands to connect with consumers through interactive sessions where viewers can ask questions, participate in polls, and take advantage of limited-time offers. Brands can host their own livestream shopping shows or collaborate with popular livestream hosts to amplify their reach.
Conversion boosters: Livestreams provide a direct path to purchase. Products showcased during a livestream can be instantly bought via the on-shelf feature or through direct links within the stream. This real-time purchase capability drives immediate sales and creates a sense of urgency.
On-Shelf Retail: Seamless integration with e-commerce
Now that you know how to drum up traffic on Douyin, let’s explore the on-shelf retail side of the platform.
On-shelf retail refers to how products are displayed and sold directly within Douyin. Brands can create an online store on the platform or integrate with third-party e-commerce solutions to showcase their products, making them available for purchase without leaving the app.
Douyin’s shopping features: Douyin allows brands to set up a “product shelf,” where users can browse and buy products directly from the app. This integration of e-commerce features into the social experience ensures that consumers can seamlessly transition from discovery to purchase, making the shopping experience more convenient and enjoyable.
Integrated product listings in livestreams: When running live commerce shows, Douyin allows brands to feature product listings in real-time, giving viewers an easy way to make purchases while they watch live demonstrations. This creates a direct link between product showcase and purchase, optimizing conversions.
How to succeed with Douyin’s social commerce ecosystem
To succeed in China’s social commerce scene, brands must leverage the full potential of Douyin’s ecosystem by using a combination of public and private domain resources, short videos, on-shelf retail, and livestreaming shows.
Below are a few best practices:
- Understand your audience: Leverage Douyin’s algorithm and analytics tools to understand when and what your audience is engaging with and tailor your content accordingly.
- Produce engaging and authentic content: Use short-form videos to showcase your products in creative, engaging, and authentic ways.
- Leverage influencers: Partner with KOLs and influencers who align with your brand to boost credibility and extend your reach.
- Host livestream shopping events: Use live commerce to engage directly with consumers and encourage purchases in real-time.
- Maximize on-shelf retail: Create a seamless shopping experience by integrating product listings into your Douyin videos and livestreams.
Grow your brand with Douyin’s social commerce features
The integration of social media and e-commerce has opened up new opportunities for businesses in China. Douyin, with its innovative features and massive user base, stands as the ideal platform for brands looking to tap into the growing social commerce landscape.
By seamlessly connecting public domain resources, short videos, retail channels, and livestreaming, brands can craft an engaging and immersive shopping experience that drives both customer engagement and sales.
With the right strategy, Douyin offers brands the chance to unlock the full potential of social commerce, fostering stronger connections with Chinese consumers and supporting growth in this dynamic market.
For direct assistance, including China advertising solutions, please feel free to reach out to us via the Contact Us form on our website.
For further insights on social commerce, you may like to read our deep dive into social commerce trends in China and expert guide to Chinese KOL marketing.
