Douyin set to add “Products” category to its search bar

Douyin’s strengths in short video virality, along with the network of internet stars on its platform, could put it in an enviable position to capitalize on influencers and social e-commerce.

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Douyin set to add “Products” category to its search bar

Douyin continues to expand in ways that pit it increasingly against China’s heavyweight platforms. The fast-growing app is set to let users search specifically for “Products” inside the app, 36Kr reports.

Product listings are sourced from stores that have set up shop in Douyin’s mini-app network, while search results show basic product information, including an image, description, price, and a link that takes users into the retailer’s Douyin mini-app.

At present, Douyin has partnerships with Xiaomi, NetEase Koala, JD.com, Suning, and others to launch e-commerce mini-apps on its platform. However, the company aims not only to open e-commerce opportunities for big brands, but also small- and medium-scale vendors. With over 250 million daily users on Douyin, there’s plenty of incentive for retailers to be present on the app.

By giving users a more direct way to search for and buy products, Douyin places itself in closer competition with social e-commerce apps like Pinduoduo as well as online shopping stalwarts like Taobao.

In particular, Douyin’s strengths in short video virality, along with the network of internet stars on its platform, could put it in an enviable position to capitalize on influencers and social e-commerce.

36Kr is KrASIA’s parent company.