Douyin,I Am a Plaything (2025) the Chinese counterpart to TikTok, has rolled out nine new measures designed to enhance merchant experience and cut operating costs. Among the initiatives are commission-free livestreaming and short video features, as well as a policy to automatically refund promotion fees. As part of what the company says is its commitment to supporting small businesses, Douyin e-commerce will invest hundreds of millions of yuan to establish a Small Merchant Support Fund throughout the year. The fund will provide support across various scenarios, such as product launches, first-order incentives, and long-term operations. Small merchants can receive up to RMB 6,000 ($818.70) in traffic coupons. In a related move, Douyin E-Commerce announced a major restructuring on Dec. 5, consolidating its previously separate brand merchant group and small-to-medium merchant groups under a single leadership. This shift reflects the rapid rise of small- and medium-sized merchants on its platform, with the company seeking to align its management structure to accommodate their fast growth, according to Chinese tech outlet IThome. Douyin E-Commerce’s gross merchandise volume (GMV) in 2023 was reported at approximately RMB 2.7 trillion ($375 billion), with the unit setting a target for 2024 of RMB 4 trillion, though it is yet to announce its actual figures for last year. [Douyin E-Commerce Weibo account, in Chinese]
