Douyin E-commerce: Merchants Topping 1M Yuan on Singles’ Day Day One Up 74% YoY

The standout figure here is not the headline merchant growth but the near-doubling of merchants clearing 10 million yuan in livestream sales, which points to gains concentrating at the top of Douyin's merchant base rather than spreading evenly. The more modest 30% rise in first-time creators crossing 1 million yuan suggests new entrants are scaling more slowly than incumbents. Whether that gap reflects a maturing creator pool or heavier competition for attention during the promotion is the open question worth watching as the Singles' Day window unfolds.