抖音电商发布年度报告：超8万新商家直播成交额破百万

Core Insights - Douyin e-commerce is experiencing steady growth, with a significant increase in transaction volume and the number of new merchants and influencers participating in the platform [1][2][4] Group 1: E-commerce Growth and Merchant Participation - From August 2024 to August 2025, the transaction volume in Douyin's shelf scene increased by 49%, with over 5.36 million new merchants and 5.11 million new influencers earning stable incomes through the platform [1] - The number of merchants achieving revenue growth through live streaming increased by 45% in 2025, with over 80,000 new merchants surpassing 1 million yuan in live streaming sales [2] - Nearly 70% of small and medium-sized merchants participating in live streaming achieved product sales through store broadcasts, with over 10,000 small merchants exceeding 10 million yuan in sales [2] Group 2: Employment and Economic Impact - Live streaming e-commerce is becoming a major source of employment, with over 85% of sales from influencers with fewer than 1 million followers, highlighting their crucial role in the sector's growth [4] - The integration of live streaming e-commerce is expected to enhance the operational conditions for merchants, reduce transaction costs, and allow more small businesses to benefit from technological advancements [4][11] Group 3: Industry and Regional Development - In 2025, Douyin e-commerce facilitated the sale of 18.8 billion units of source goods, with the number of industry merchants engaging in live streaming increasing by 83% [6] - The number of small merchants in industrial belts achieving over 1 million yuan in sales grew by 49%, with nearly 400 industrial belts processing over 10 million orders [6] - In the past year, 491 interest industrial belts achieved over 100 million yuan in sales, with 108 located in county towns contributing approximately one-quarter of the total sales [7] Group 4: Cultural and Agricultural Growth - The number of merchants selling intangible cultural heritage products through live streaming increased by 43%, while sales from time-honored brands rose by 70% [10] - Douyin e-commerce sold over 10.2 billion units of agricultural specialty products from September 2024 to September 2025, with the number of agricultural merchants engaging in live streaming increasing by 51% [10]