Overview of China’s Live Commerce Market: Douyin Case Study

Junyi Chen

doi:10.54097/9gcdm463

Authors

Junyi Chen

DOI:

https://doi.org/10.54097/9gcdm463

Keywords:

China e-commerce, Live commerce, Douyin, Tiktok.

Abstract

This paper provides a snapshot and structural dive into China’s live commerce industry and economy, specifically focused on the key player platform, Douyin live commerce’s development, operational structure, and business overview. In the second half of the article, this article will explain why the live streaming market in the US is growing slower than in China, considering the differences in consumer habits, market environment, and culture. Finally, this paper will give some adjustment suggestions for potential live-streaming developers.

Downloads

Download data is not yet available.

References

[1] China Marketing Corp. “2023 China Internet Users Data.” China Marketing Corp, 13 Mar. 2024, chinamarketingcorp.com/blog/2023-china-internet-user-data/. Accessed 15 Sept. 2024.

[2] Baker, Joe. “TikTok Payments, Processing and Ecommerce Opportunities.” FXC Intelligence, 7 Sept. 2023, www.fxcintel.com/research/reports/tiktok-payments-processing-ecommerce-opportunities. Accessed 15 Sept. 2024.

[3] Bu, Lambert, et al. “Powering Growth in China with Social and Live Commerce.” Www.mckinsey.com, McKinsey, 21 Apr. 2023, www.mckinsey.com/cn/our-insights/our-insights/powering-growth-in-china-with-social-and-live-commerce. Accessed 15 Sept. 2024.

[4] Buchholz, Katherina. “These Are the World’s Biggest E-Commerce Markets.” World Economic Forum, 8 Sept. 2021, www.weforum.org/agenda/2021/09/e-commerce-fast-growth-online-sales-china-europe-america/. Accessed 15 Sept. 2024.

[5] Business Research Insights. “Live E-Commerce Market Growth, Size, Forecast from 2023 to 2030.” Www.businessresearchinsights.com, 2 Sept. 2024, www.businessresearchinsights.com/market-reports/live-e-commerce-market-102558. Accessed 15 Sept. 2024.

[6] Cai, Jane. “Inside the Wealth and Power of China’s E-Commerce Influencers.” South China Morning Post, 16 Jan. 2022, www.scmp.com/news/china/article/3162792/inside-wealth-and-power-chinas-e-commerce-influencers. Accessed 15 Sept. 2024.

[7] Chevalier, Stephanie. “Live Commerce Shoppers by Country 2022.” Statista, 20 May 2024, www.statista.com/statistics/1341653/live-commerce-adoption-by-country/. Accessed 15 Sept. 2024.

[8] Chevalier, Stephanie. “Global: Top Online Marketplaces by GMV 2023.” Statista, Statista, 15 Mar. 2024, www.statista.com/forecasts/1456497/top-online-fashion-marketplaces-by-gmv#:~:text=In%202023%2C%20Amazon%20stood%20out%20as%20the%20leading. Accessed 17 Sept. 2023.

[9] China Daily. “Regulators Beef up Consumer Protection.” Www.gov.cn, 16 Mar. 2024, english.www.gov.cn/news/202403/16/content_WS65f50300c6d0868f4e8e5262.html. Accessed 15 Sept. 2025.

[10] Chong, Sabrina. “Five Top Learnings from MW Live Commerce Immersion to China - the Low down - Momentum Works.” The Low down - Momentum Works - on Tech & New Economy in China, Southeast Asia & Beyond., 9 Apr. 2024, thelowdown. momentum.asia/five-top-learnings-from-mw-live-commerce-immersion-to-china/. Accessed 15 Sept. 2024.

[11] ECDB. “Live Commerce China 2024: Top Platforms, GMV & Consumer Trends.” Ecommercedb.com, ECDB, 28 June 2024, ecommercedb.com/insights/live-commerce-trends-in-china-market-to-exceed-us-1-trillion-by-2026/4769. Accessed 15 Sept. 2024.

[12] EMR. “China E-Commerce Market Report and Forecast 2024-2032.” Www.expertmarketresearch.com, 2023, www.expertmarketresearch.com/reports/china-e-commerce-market. Accessed 15 Sept. 2024.

[13] Graziani, Thomas. “What Is Douyin Payment? A Simple Guide.” WalktheChat, 14 Apr. 2021, walkthechat.com/what-is-douyin-payment-a-simple-guide/. Accessed 15 Sept. 2024.

[14] Hangyan Capital. “2023 China Live Commercial Business Opportunity Insight Report.” Sina.com.cn, 14 Apr. 2023, finance.sina.com.cn/wm/2023-04-14/doc-imyqirfh6544242.shtml. Accessed 15 Sept. 2024.

[15] HSBC. “HSBC Business Go.” Www.businessgo.hsbc.com, 2021, www.businessgo.hsbc.com/en/article/china-ecommerce-livestream-shopping. Accessed 15 Sept. 2024.

[16] Hua, Xia. “China’s Internet Users Reach 1.09 Bln.” News.cn, 22 Mar. 2024, english.news.cn/20240322/7408d9eb6f4f4847b33b3cc3457fa21d/c.html. Accessed 15 Sept. 2024.

[17] IResearch. “Airui Consulting.” Www.iresearch.com.cn, 26 Jan. 2024, www.iresearch.com.cn/Detail/report?id=4302&isfree=0. Accessed 15 Sept. 2024.

[18] Jiang, Ben. “ByteDance’s Douyin Steps up Oversight of Live-Streaming Hosts, Closing 290,000 Accounts Last Year for ‘Harmful’ Content.” South China Morning Post, South China Morning Post, 18 Jan. 2024, www.scmp.com/tech/big-tech/article/3248921/bytedances-douyin-steps-oversight-live-streaming-hosts-closing-290000-accounts-last-year-harmful. Accessed 15 Sept. 2024.

[19] Keenan, Michael. “Global Ecommerce Statistics: Trends to Guide Your Store in 2024.” Shopify Plus, 2024, www.shopify.com/enterprise/blog/global-ecommerce-statistics. Accessed 15 Sept. 2024.

[20] Laurer, Lucia. “Live Commerce in China: Market Size, Key Players & Trends | ECDB.com.” Ecommercedb.com, 29 Feb. 2024, ecommercedb.com/insights/livestream-commerce-in-china-taobao-leads-but-its-dominance-fades/4598. Accessed 15 Sept. 2024.

[21] Li, Emma. “4 MCNs You Need to Know in China.” Jingdaily.com, Jing Daily, 8 May 2022, jingdaily.com/posts/4-mcn-china-influencer. Accessed 15 Sept. 2024.

[22] Ma, Yihan. “China: GMV of E-Commerce Livestreaming 2022.” Statista, 31 Mar. 2023, www.statista.com/statistics/1188550/china-gmv-of-ecommerce-livestreaming/. Accessed 15 Sept. 2024.

[23] McKinsey. “Live Commerce Is Transforming Online Shopping.” Mckinsey, 21 July 2021, www.mckinsey.com/capabilities/mckinsey-digital/our-insights/its-showtime-how-live-commerce-is-transforming-the-shopping-experience. Accessed 15 Sept. 2024.

[24] PRC National Radio and Television Administration. “The National Radio and Television Administration Announces the Notice of the Ministry of Culture and Tourism of the National Radio and Television Administration on the Issuance of the Code of Conduct for Network Anchors.” Www.nrta.gov.cn, 22 June 2022, www.nrta.gov.cn/art/2022/6/22/art_113_60757.html. Accessed 15 Sept. 2024.

[25] PRC State Council. “China to Promote Modernization in Market Regulation.” English.www.gov.cn, 27 Jan. 2022, english.www.gov.cn/policies/latestreleases/202201/27/content_WS61f267b1c6d09c94e48a45c3.html. Accessed 15 Sept. 2024.

[26] Qu, Xin. “China: Live Commerce GMV of Kuaishou 2023.” Statista, Statista, 22 July 2024, www.statista.com/statistics/1273678/china-live-commerce-gmv-of-kuaishou/. Accessed 15 Sept. 2024.

[27] Qu, Xin. “China: MAU of Leading Mobile E-Commerce Platforms 2024 | Statista.” Statista, Statista, 5 Sept. 2024, www.statista.com/statistics/1489558/china-leading-mobile-ecommerce-platform-mau/. Accessed 15 Sept. 2024.

[28] Qu, Xin. “China: Number of DAUs at 618 Shopping Festival by App 2023.” Statista, Statista, 27 Feb. 2024, www.statista.com/statistics/1132676/china-number-of-daus-at-618-shopping-festival-by-platform/. Accessed 15 Sept. 2024.

[29] Quest Mobile. “2023 Double Eleven Insight Report: The Peak Daily Life of the Industry Is 790 Million, Businesses Return to the Original Intention of ‘Rational Consumption’, and ‘the Lowest Price of the Whole Network’ Replaces ‘Fancy Gameplay’ - Industry Research Report.” Www.questmobile.com.cn, 7 Nov. 2023, www.questmobile.com.cn/research/report/1725464796608958465. Accessed 15 Sept. 2024.

[30] Reuters. “China’s Online Sales Queen Viya Fined $210 Mln for Tax Evasion.” Reuters, 20 Dec. 2021, www.reuters.com/world/china/chinese-influencer-viya-fined-13-billion-yuan-tax-evasion-2021-12-20/. Accessed 14 Sept. 2024.

[31] Shanghai International Services. “Shanghai Unveils Guidelines for Live-Streaming E-Commerce Bases.” Shanghai.gov.cn, 11 Jan. 2024, english.shanghai.gov.cn/en-Latest-WhatsNew/20240111/19255cb205164b878283850538f0f61c.html. Accessed 15 Sept. 2024.

[32] Sina Finance. “Taobao Financial Results Exceeded Expectations: User Size, User Quality, Market Size Is Industryleading.” Sina.com.cn, 10 Aug. 2023, finance.sina.com.cn/chanjing/gsnews/2023-08-10/doc-imzftfex5711748.shtml. Accessed 15 Sept. 2024.

[33] Statista Research Department. “Average Annual Live Commerce Spend by Region 2022 | Statista.” Statista, Statista, 2 May 2024, www.statista.com/statistics/1457899/average-annual-spend-live-commerce-worldwide-regions/. Accessed 15 Sept. 2025.

[34] Statista Research Department. “TikTok.” Statista, 2024, www.statista.com/study/70013/tiktok/. Accessed 18 Sept. 2024.

[35] Statista Research Department “Top Personal Care Online Marketplaces by GMV 2023.” Statista, Statista, 23 Aug. 2024, www.statista.com/forecasts/1425113/top-online-marketplaces-personal-care-worldwide-ecommercedb. Accessed 17 Sept. 2024.

[36] Thomala, Lai Lin. “China: DAU of Selected Popular Apps 2020.” Statista, Statista, 17 Feb. 2022, www.statista.com/statistics/1134650/china-daily-active-users-of-selected-apps/. Accessed 15 Sept. 2024.

[37] Thomala, Lai Lin. “Kuaishou: Active User Numbers 2017-2023.” Statista, 28 Mar. 2024, www.statista.com/statistics/1239708/kuaishou-daily-and-monthly-active-user-numbers/. Accessed 15 Sept. 2024.

[38] Xinhua Post. “China Bolsters Online Consumer Protection with New Regulations.” Www.gov.cn, 9 Apr. 2024, english.www.gov.cn/news/202404/09/content_WS66152385c6d0868f4e8e5e33.html. Accessed 17 Sept. 2024.

[39] Zhang, Marina Yue. “TikTok and Beyond: How China’s Ascendancy in Digital Technology Challenges the Global Order.” Thediplomat.com, 3 June 2023, thediplomat.com/2023/06/tiktok-and-beyond-how-chinas-ascendancy-in-digital-technology-challenges-the-global-order/. Accessed 15 Sept. 2024.