TikTok e-commerce: The proportion of live streaming merchants accounts for nearly 70%, with over a thousand merchants achieving sales exceeding one billion yuan.

On February 25th, data disclosed at the themed event "The New Normal of Livestreaming Stores: Business Growth" by Douyin E-commerce showed that from February 2024 to January 2025, among the businesses that generated income through livestreaming, 69% of businesses achieved product sales through livestreaming in stores. Among them, over a thousand businesses had sales exceeding one billion yuan, and 21,000 businesses had sales exceeding tens of millions yuan through livestreaming in stores. Nationwide industrial businesses achieved sales exceeding 430 billion yuan through livestreaming in stores, showcasing strong commercial vitality and social value. Industrial businesses achieved sales exceeding 430 billion yuan through livestreaming in Douyin stores. "Livestreaming in stores is not only an extension of sales channels, but also a bridge for deep connection between brands and consumers," said Wang Yixin, Vice President of the China Association of Small and Medium Commercial Enterprises. As an important link between production and consumption, e-commerce platforms play a key role in smoothing economic circulation and stimulating market vitality. He pointed out that traditional brands are accelerating their digital transformation, and more and more domestic brands are reaching young people's lives through their own livestreaming, innovating sales paths, and becoming important carriers for cultural inheritance, industrial collaboration, and social value creation. Li Yongjian, a researcher at the Chinese Academy of Social Sciences Institute of Finance and Economics, and Vice President of the China Marketing Association, stated that according to the research team's calculations, the national livestreaming e-commerce sales in January-November 2024 reached 4.3 trillion yuan. Among them, the share of livestreaming in stores (store self-broadcasting) accounted for 52%. He emphasized that as livestreaming e-commerce matures, livestreaming in stores is rapidly popularizing and gradually becoming a new normal, with building livestreaming scenes becoming one of the basic infrastructures for business development. In the future, livestreaming in stores will continue to develop towards specialization and vertical integration, and businesses with supply chain advantages and content innovation capabilities will gain greater growth space. This trend has been confirmed in the growth of Douyin e-commerce merchants. Chukai, the head of the women's clothing industry of Douyin e-commerce brand, revealed that the platform's store broadcasting ecosystem is showing a trend of scaled, high-quality development: in the past year, nearly 70% of the businesses conducting livestreaming in stores generated income; 16.2% of businesses saw a 100% increase in sales through livestreaming in stores. It is worth noting that the number of industrial businesses that increased their income through livestreaming in stores increased by 52% year-on-year, with national industrial businesses achieving sales exceeding 430 billion yuan through Douyin store broadcasting, demonstrating the strong driving force of the store broadcasting model for regional characteristic economies. The flourishing development of the store broadcasting ecosystem has activated new consumption, reduced the operating threshold and operation costs for businesses, built a bridge for direct communication between brands, merchants, and young consumer groups, injected youthful vitality into business development, and attracted more operators to enter the market. Douyin e-commerce data shows that in the past year, over 30,000 new businesses achieved sales exceeding one million yuan in their first year of livestreaming in stores. The practices of merchants have demonstrated the sustainability of the store broadcasting model. Duan Lian, General Manager of women's clothing brand Zhizhi, said that by continuous store broadcasting and refined operations on Douyin e-commerce, the brand has turned store broadcasting into a stable sales engine, with daily sales exceeding 20 million yuan. "Store broadcasting can capture user demand in real-time and help us optimize product strategies quickly," Duan Lian emphasized. Marius, a luxury women's clothing brand, uses "Founder's Live Streams" to strengthen brand recognition, circulate clothing knowledge such as fabrics, designs, and combinations, and integrate personal IPs with Marius store matrix accounts, leading to a nearly five-fold increase in the brand's store broadcasting sales in 2024. In rural development and cultural consumption, store broadcasting also releases inclusive value. Ju Quanzhi, founder of Shenzhen Agricultural Power Group's brand "Nong Xin Nong Yi," introduced that through three years of continuous store broadcasting operations, the brand's sales through Douyin store broadcasting have reached 90%, and have increased incomes for hundreds of farmers. "We use the camera to show the entire process of sweet potatoes from the fields to the factory, and consumers' trust in the quality of the source translates into continuous repurchases." Douyin e-commerce data shows that in the past year, the number of agricultural businesses that generated income through store broadcasting increased by 172%, with tens of thousands of agricultural businesses achieving sales exceeding one million yuan through store broadcasting, and digital channels are becoming an important way for Shenzhen Agricultural Power Group to grow. For the publishing industry, store broadcasting activates more cultural consumption, with the number of book businesses achieving sales exceeding tens of millions yuan increasing by 38% year-on-year. To support merchants in better operations on the platform and increase profits, Douyin e-commerce has continuously introduced a series of support policies. Jia Linyuan, Deputy General Manager of Government Affairs Cooperation at Douyin Group, said that as the platform side, Douyin e-commerce continues to increase investment in algorithm research and development, and has introduced measures such as commission exemptions, refunding of promotion fees, reducing shipping insurance and deposit fees, to reduce business operating costs and improve overall business operation experience.