At present, most merchants have not reached a unified view of the Douyin Store. When telling Douyin to close the loop of e-commerce and asking if they would open Douyin stores, some merchants said they were "not energetic enough"; some merchants believed that the current production environment of Douyin stores was not particularly mature, and Taobao The store is doing well, so there is no plan to open a Douyin store. And many merchants who were pitted in the live broadcast room directly expressed their unwillingness to try live broadcasts to bring goods.
Douyin's ambitions for e-commerce business have been exposed in its "Declaration of Independence". Recently, the platform has not only gradually built the infrastructure required by e-commerce such as payment, supply chain, logistics, and marketing but also from its recruitment, it can be seen that Douyin is constantly expanding its e-commerce talent team. A person close to Douyin e-commerce said, "At present, there are many high-P talents from Alibaba in the Douyin e-commerce team, almost all of whom are above the P8 level to special leads a brand public relations event. Similar incidents are constantly appearing on Xiaohongshu. The sudden intrusion of a large number of male users and offending women are actually evil.
Douyin has many advantages of an independent e-commerce business. For example, it can integrate comprehensive e-commerce platforms such as Taobao and JD.com to provide a complete e-commerce ecosystem, stimulate users' active consumption behavior, and cultivate users' willingness to consume on independent APPs. Habits; another example is the separation of content and e-commerce, which can also prevent commercial monetization from eroding Douyin’s content ecology. The current model of Douyin e-commerce is "goods looking for people". The platform does not provide users with an entrance to actively consume but relies on the assistance of intelligent algorithms to be interest-oriented.