China Douyin Social Commerce Forecast 2023

The Short-Video App Catches Up to Retail Old Guards

Douyin’s ascendance has been undeniable. By the end of 2025, the short-video app will have more users in China than vaunted super app WeChat. Douyin’s foray into ecommerce has been just as remarkable, as the company is already China’s fourth biggest online seller. This year, Douyin’s sales will amount to over a quarter of Alibaba’s while closing in on’s.

Key Question: How quickly will Douyin’s retail ecommerce sales grow, and how will its sales compare to those of other platforms?

KEY STAT: Douyin’s retail ecommerce sales in China will grow by 60.0% in 2023, far surpassing growth rates seen by Alibaba,, and Pinduoduo.

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Table of Contents

  1. Executive Summary
  2. Douyin will become China’s largest social platform by the end of 2025.
  1. Douyin will drive the majority of growth in retail ecommerce sales in 2023.
  2. Douyin’s ecommerce success story won’t be easily replicated in other markets.
  1. Sources
  2. Media Gallery

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First Published on Sep 14, 2023


Man-Chung Cheung


Jasmine Enberg
Principal Analyst
Jennifer Merritt
Vice President, Content
Peter Newman
Director, Forecasting
Paul Verna
Principal Analyst
Debra Aho Williamson
Principal Analyst

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