抖音电商相关负责人表示，平台始终将消费者体验放在首位，围绕"安全与信任"持续提升购物体验，打 造更健康的交易环境，并始终把治理透明化作为长期选择。 严打虚假宣传，保障内容真实可信 直播电商的信任基础，首先来自内容的真实可信。报告显示，围绕功效夸大、售后承诺不实、材质虚假 等典型场景，该平台持续开展专项治理，重点解决消费者被误导下单的问题。 例如，针对消费者关心的功效夸大宣传问题，2025年平台累计处置商家4.3万个，处置达人14万名。在材 质虚假方面，针对珠宝、羽绒服、羊绒羊毛等重点品类强化审核与识别能力，累计处置商家4228个、达 人16.9万名。 2月25日，抖音电商安全与信任中心发布了首份年度报告，全面呈现过去一年该平台在治理虚假宣传、 假冒伪劣，以及提升物流履约、售后保障等方面的举措与努力。 报告显示，过去一年，抖音电商着重治理虚假宣传，全年累计处置违规商家超20万个、违规商品132万 个，清退严重违规达人超27万名。平台还持续打击假冒伪劣，全年拦截风险商家超400万家。同时，通 过升级技术手段，平台不断提升服务体验，全年主动服务人数近1亿，消费者满意度提升至78.4%。 日均拦截假冒伪劣商品超 10 ...

一、宏观消费向好：抖音电商成时尚增长核心阵地 在消费升级与数字经济深度融合的背景下，时尚消费市场活力持续释放。国家促消费政策持续发力与居民可支配收入稳步提升，为行业增长奠定坚实基础。 2025 年前三季度，全国居民人均可支配收入同比增长 5.1%，社会消费品零售总额同比增长 4.0%，其中服装、鞋帽、针纺织品类零售额连续 11 个月保持正 增长，化妆品类零售总额突破 4285 亿元，增速高于消费品市场整体水平。 线上渠道已成为时尚消费增长的核心引擎。2024 年化妆品线上销售占比已达 52.4%，MAT2025 期间服饰鞋帽商品网上零售额持续攀升。抖音电商凭借独特 的 "看 — 搜 — 买 — 晒" 消费闭环，成为时尚消费领域头部线上渠道。数据显示，72% 的用户认可短视频、直播等内容形态能更直观全面地了解商品，57% 的用户认可平台价格与优惠力度，42% 的用户会被平台时尚主题活动与 IP 挑战吸引，形成了从心智种草到消费转化的完整链路。 关键节点营销与趋势发布更成为拉动增长的重要抓手。抖音电商深耕春秋上新与情人节、七夕等礼赠节点，2025 年春上新期间，"欧若风" 趋势发布引发全 网热潮，首发新品达 13 ...

抖音电商呼吁商家与达人严格遵守规范，确保价格宣传真实、有效、可购买。若宣传短期活动价或需叠 加优惠券的到手价，须在视频、口播或文案中明确说明适用条件与期限；活动结束或优惠券失效后，应 及时下线或修改相关视频，避免误导消费者。抖音电商表示将持续提升技术识别能力，完善治理机制， 维护公开、透明、可信的消费环境。 据介绍，抖音电商在日常巡查基础上，进一步提升了对"内容宣传价格与实际带货价格不一致"等问题的 识别与处置能力，并依据《严重违规营销》规则及《创作者【价格违规-宣传与实际不一致】实施细 则》等相关规则开展专项治理。 同时，抖音电商还公布了多类典型违规案例，包括通过视频文案标注虚假价格、口播宣传价格与实际不 符、以促销为噱头进行价格误导等行为。例如，"好 * 卖店"账号在视频中将"159 元 10 袋"的商品写 为"15.9 元 10 袋"；"佛百货店"账号口播称"9.9 元 50 个铝箔保鲜袋"，实际商品价格为 99 元；"咕 ** 塔"账号以"周年庆优惠"为由宣传"9.9 元 2 斤海带头"，实际价格也为 99 元。这些账号均因价格虚假宣 传受到相应处置。 IT 之家 2 月 10 日消息，抖音电商安全与 ...

Core Insights - Douyin e-commerce is projected to see a 49% year-on-year growth in transaction volume from August 2024 to August 2025, with over 5.36 million new merchants and 5.11 million new influencers earning stable incomes through the platform [1] - Live streaming has become the main source of growth for e-commerce, with significant contributions from small and medium-sized merchants [1][2] - The report highlights the importance of live streaming e-commerce in driving regional economic development and industry expansion, with a notable increase in the number of merchants and transaction volumes in various sectors [1][2] Group 1 - From August 2024 to August 2025, the number of merchants achieving revenue growth through live streaming increased by 45%, with over 80,000 new merchants surpassing 1 million yuan in live streaming sales [1] - Nearly 70% of small and medium-sized merchants participating in live streaming achieved product sales through the platform, with over 10,000 small merchants exceeding 10 million yuan in sales [1] - Influencers with fewer than 1 million followers accounted for over 85% of the transaction volume in influencer-led sales [1] Group 2 - In the past year, 491 interest-based industrial belts achieved transaction volumes exceeding 100 million yuan, with 108 located in county-level cities contributing approximately one-quarter of the total transaction volume [2] - The number of merchants selling domestic products increased by 100% year-on-year, with a 51% rise in the number of users purchasing domestic goods, and nearly 10,000 domestic brands achieving over 1 million yuan in live streaming sales [2] - In the agricultural sector, Douyin e-commerce sold over 10.2 billion units of agricultural specialty products, with the number of merchants selling these products increasing by 51% [2]

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]

Core Insights - Douyin E-commerce has made significant progress in its special governance initiative against false shipping practices since its launch in September [1][2] - The platform has identified and penalized numerous merchants engaging in fraudulent shipping methods, which disrupt consumer rights and platform operations [1][2] Group 1: Governance Measures - Douyin E-commerce has implemented strict penalties for merchants involved in false shipping, including stopping settlements, business suspensions, and expulsions [1] - Since the initiative began, the platform has dealt with 13,000 violating merchants, with 4,200 either expelled or suspended [1] - The platform has exposed several typical cases of fraud, including merchants sending incorrect items or empty packages to consumers [1] Group 2: Ongoing Violations - Some merchants have attempted to evade shipping deadlines by using bulk false shipping clicks, later canceling shipments and recalling packages [2] - Other violators have engaged in false collection practices with logistics companies, resulting in unupdated shipping statuses [2] - The platform has restricted transactions and frozen funds for these merchants to maintain compliance [2] Group 3: Consumer Protection - For fraudulent shipping orders, Douyin E-commerce will impose a penalty of 30% of the actual payment amount to compensate consumers, with a minimum of 10 yuan and a maximum of 100 yuan per order [2] - The platform emphasizes the importance of compliance among merchants to ensure a safe and high-quality shopping experience for consumers [2]

Core Viewpoint - Douyin E-commerce is enhancing its governance against fraudulent shipping practices, including false deliveries and empty packages, to protect consumers and maintain platform integrity [1] Group 1: Governance Measures - Douyin E-commerce has initiated a special governance program targeting fraudulent shipping behaviors, including sending false goods and creating fake tracking numbers [1] - The platform has implemented strict penalties for violating orders, influencers, and merchants, which include suspension of settlements, business rectification, and expulsion [1] Group 2: Impact and Results - Since the launch of the special governance program in September, Douyin E-commerce has addressed 13,000 cases of non-compliant merchants [1] - The platform has directly expelled or suspended 4,200 non-compliant merchants as part of its enforcement actions [1]

Core Viewpoint - Douyin E-commerce announced the termination of four logistics companies due to violations related to false logistics tracking and order manipulation, impacting consumer experience and trust [1][2]. Group 1: Violations and Actions - Douyin E-commerce will terminate the services of Zhongtong Cold Chain, Jishida, Water Fun Home, and Tiezhong Express for engaging in fraudulent activities [1]. - Violations include the use of false logistics tracking, order manipulation, and circumventing platform requirements by using third-party shipping methods [1]. - Specific methods of violation include stitching together normal tracking numbers with fake ones and bulk uploading false tracking numbers to mislead the system [1]. Group 2: Impact on Consumers - The fraudulent activities lead to delayed deliveries, difficulties in consumer rights protection, and challenges in ensuring product quality and after-sales service [2]. - The termination of these logistics companies aims to ensure the authenticity of order fulfillment and improve consumer experience [2]. Group 3: Company Responses - As of now, the terminated logistics companies have not responded to the announcement from Douyin E-commerce [2].

Core Viewpoint - Douyin E-commerce has identified misuse of its platform by certain logistics companies, which provided false logistics tracking and other fraudulent services, harming consumer rights and disrupting platform operations [1] Summary by Categories Platform Actions - Douyin E-commerce will implement a cleanup of specific logistics companies on October 29, including Zhongtong Cold Chain, Jishida, Shuiqu Daijia, and Tiezhong Express, to ensure the authenticity of order fulfillment [1] Consumer Protection - The platform's measures aim to protect consumer rights by ensuring that order tracking aligns with actual delivery performance, thereby maintaining trust in the e-commerce ecosystem [1] Compliance and Regulation - The actions taken by Douyin E-commerce are in accordance with relevant rules to prevent the continuation of fraudulent activities within its logistics network [1]

Core Insights - The "Double 11" promotional event is driving significant growth for merchants on Douyin e-commerce, with over 41,000 merchants seeing a 500% year-on-year increase in sales through live streaming [1] - The number of merchants achieving over 10 million yuan in sales through search has increased by 147% year-on-year, indicating strong performance in the search and mall segments [2] - Douyin e-commerce is implementing various measures such as commission waivers and reduced shipping insurance to lower operational costs for merchants, fostering a stable growth environment [1][2] Group 1 - From October 9 to October 19, the number of products with sales exceeding 100 million yuan increased by 240% year-on-year, with over 100,000 products seeing a 300% year-on-year increase in live streaming sales [1] - Small and medium influencers, with fewer than 1 million followers, contributed over 80% of the sales, highlighting their role in driving product sales [1] - The overall transaction efficiency has improved due to live streaming e-commerce, allowing merchants to better understand user needs and consumer trends through interaction and content [1] Group 2 - The search and mall segments have shown strong performance, with the number of merchants achieving over 10 million yuan in sales through the mall increasing by 102% year-on-year [2] - Douyin e-commerce has introduced policies such as cash subsidies and logistics support to assist merchants during the "Double 11" period, with nearly 9,000 new merchants participating for the first time [2] - In the first three quarters of the year, Douyin e-commerce has saved merchants approximately 22 billion yuan in operational costs through various initiatives [2]