Douyin, Pinduoduo outpace Tmall in GMV growth

Data Snapshot China’s e-commerce sector is undergoing a transformation, with emerging platforms such as Douyin and Pinduoduo rapidly outpacing traditional giants like Tmall and JD.com. While traditional platforms registered a modest growth of only 5% in gross merchandise value (GMV) in 2023, according to Oliver Wyman, emerging platforms surged ahead with a striking 30% growth. This shift signals a fundamental change in consumer engagement, driven by the rise of social commerce and short-form video content. Analysis The rapid ascent of Douyin and Pinduoduo reflects a shift toward platforms that seamlessly blend social media and shopping. Consumers, particularly younger demographics, are increasingly drawn to media-rich shopping experiences, which plays to Douyin’s strength. Douyin, arguably to a much greater extent than its overseas TikTok, treats content as both entertainment and a sales channel, creating a clear path from brand discovery to purchase. By integrating e-commerce into the social experience, Chinese platforms are redefining how consumers interact with celebrities, influencers, and brands themselves. This transformation challenges entrenched players like JD.com and Tmall, which have long dominated China’s e-commerce space. As consumer behavior gravitates toward entertainment-driven shopping infused with “content-commerce,” legacy platforms must adapt quickly or risk being overshadowed. The data also indicates that traditional platforms are struggling to capture the attention of digitally native consumers who demand interactive and visually engaging shopping journeys. The rise of emerging platforms isn’t just a trend; it represents a larger evolution in digital commerce. Their growth highlights the potential for brands to reach audiences directly through content-rich interactions, making it an essential area for both domestic and international brands to monitor closely. The Jing Daily Data Snapshot presents a swift take and analysis on the latest data from the leading research firms in the Chinese luxury and lifestyle markets.

Douyin, Pinduoduo rival China’s e-commerce giants

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Douyin, Pinduoduo rival China’s e-commerce giants