Douyin Livestream Emerges As The New Capital For DTC Brands. Inside Douyin livestreaming: The difference between social commerce and traditional e-commerce is that social commerce is largely developed around social content, instead of the product. Douyin boasts 600 million daily active users with strong purchasing power. Douyin livestream... See more

In fashion livestreams, viewers can use chat to ask influencers questions about sizing, request close-ups of fabrics, or discuss what accessories would look good with each outfit. Platforms can further enhances this experience by adding features such as bulletins announcing product lotteries when the stream reaches a certain number of likes, or an... See more

Chinese social-commerce apps like Douyin (Tiktok in China) or Xiaohongshu are closer to what Curator-led retail experiences could be. Verified influencers are able to list or tag products sourced from wholesale sites like Taobao or JD.com, and followers can check out directly on the streamer's page. Douyin, which has about 300M daily active users,... See more