Douyin E-commerce Adds Over 4.56 Million New Active Sellers in Past Year

The headline number matters less than the composition: 99% of new active sellers being small and mid-sized creators signals that Douyin's e-commerce engine is now driven by long-tail supply rather than a handful of top anchors. That shift affects brand merchants and rival platforms competing for the same merchants, and it suggests creator-led commerce is maturing into a volume business. Whether those smaller sellers can sustain transaction growth, or churn as quickly as they arrive, is the open question.