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 Viewpoint - Douyin's e-commerce business has shown significant growth, with a GMV increase of 34% year-on-year, indicating a strong performance despite a general slowdown in the e-commerce sector [3][4]. E-commerce Growth - Douyin's e-commerce GMV reached approximately 3.5 trillion yuan in 2024, reflecting a 30% year-on-year growth, with the shelf e-commerce segment growing even faster at 49% [4][5]. - During the 618 shopping festival, Douyin's shelf e-commerce GMV was around 200 billion yuan, accounting for nearly 50% of total e-commerce sales, surpassing expectations [4][6]. Strategic Adjustments - Douyin has shifted its strategy to focus on "full-domain interest e-commerce," aiming for shelf e-commerce to constitute over 50% of its business [5][6]. - The integration of algorithm teams from Douyin and its advertising platform, Juyuan Qianshu, aims to enhance overall GMV and improve merchant and user experiences [7][8]. Merchant Support and Subsidies - Douyin has allocated over 19 billion yuan in subsidies to merchants this year, transitioning from consumer-focused subsidies to supporting merchants directly [8]. - The platform has implemented policies to optimize algorithm mechanisms, improving traffic distribution and reducing return rates, thereby lowering operational costs for merchants [7][8]. Market Positioning - Douyin is not engaging heavily in the competitive instant retail market dominated by food delivery services, instead focusing resources on enhancing its e-commerce offerings [9]. - The upcoming Mid-Autumn Festival and Double 11 promotions, lasting 57 days, are expected to drive further growth for Douyin's e-commerce business [10].