过去一年抖音电商GMV增速 34%，年度新战略是商家减负增收｜独家

Core Insights - Douyin e-commerce's GMV grew by 34% year-on-year from August 2024 to July 2025, with shelf e-commerce showing a remarkable growth of 49%, surpassing the overall e-commerce growth rate [1][2] - Despite a general slowdown in the e-commerce sector, Douyin e-commerce maintained stable growth, with an estimated GMV of approximately 3.5 trillion yuan in 2024, reflecting a 30% increase [1] - The success of shelf e-commerce is attributed to Douyin's subsidies, which helped achieve a GMV of around 200 billion yuan during the 618 shopping festival, accounting for nearly 50% of total sales [1] Douyin E-commerce Strategy - Douyin e-commerce has shifted its focus to "full-domain interest e-commerce," aiming for shelf e-commerce to account for over 50% of its sales [2] - The company plans to progressively increase the share of shelf e-commerce to 30%, 40%, and then 50% over three years, with the 50% target already achieved during the 618 event [2] - The annual strategy has been adjusted to prioritize merchant growth and profit, with a core business goal for 2025 being the reduction of merchant operating costs [2] Organizational Changes - Douyin integrated its algorithm teams from both Douyin e-commerce and Juyuan Qianshu, enhancing collaboration on GMV, merchant experience, and user experience [3] - The merger aims to balance merchant ROI, user experience, and platform efficiency, with a focus on improving algorithm mechanisms and flow distribution [3][4] - Douyin e-commerce has shifted its subsidy strategy from consumer-focused to merchant-focused, providing over 19 billion yuan in subsidies to merchants by the end of August [4] Regulatory and Market Position - Douyin e-commerce has implemented community operation standards, addressing violations and banning over 1.3 million videos and 470,000 accounts for misconduct [5] - Contrary to popular belief, top influencers contribute only a small portion of GMV, with those having over one million followers accounting for about 9% of total sales, while smaller influencers contribute around 21% [5] - Douyin e-commerce is not heavily engaging in the competitive instant retail market, choosing instead to focus resources on enhancing its e-commerce services and experiences [5]