抖音电商货架场景增速持续下跌，原因有很多

Core Insights - Douyin E-commerce reported a 45% year-on-year increase in the number of merchants achieving revenue growth through live streaming, with over 80,000 new merchants generating sales exceeding 1 million yuan [1] - The platform's shelf scene transaction volume grew by 49% from August 2024 to August 2025, marking a significant development in its e-commerce strategy [3] - The transition to a comprehensive interest-based e-commerce model aligns with industry trends, focusing on both impulse buying through content and clear demand through static scenes [5] Group 1 - The shelf scene's GMV growth has significantly slowed, dropping from 140% in September 2023 to 86% in October 2024, and further to 49% [5][8] - Douyin E-commerce's strategic focus has shifted towards live streaming, as the content scene remains its core strength, especially in light of challenges faced by top influencers in 2024 [8] - The platform's ability to leverage algorithm-driven content to stimulate impulse purchases is contrasted by the more rational decision-making process in the shelf scene, which diminishes its traffic advantage [10] Group 2 - External competition from platforms like Taobao and JD.com, particularly in instant retail, has intensified the challenges for Douyin E-commerce, as these competitors enhance their local supply chains [12] - The delay in Douyin E-commerce's entry into the instant retail space has resulted in a dual pressure on its shelf scene, facing both existing competition and new challenges from instant retail offerings [12]