E-commerce site JD.com will open an official store on the short video platform Douyin (Chinese TikTok). The new partnership will enable Douyin users to access JD.com’s products, logistics, warehouse distribution, and after-sales services without needing to switch apps. According to the agreement, JD.com must achieve a GMV conversion of 20 billion RMB ($3.1 billion) on Douyin this year.
Previously, JD.com held an official account on Douyin which acted as a content display for marketing activities rather than providing a direct link to purchasing products. Douyin users were already able to buy products from Tmall and Taobao via a direct link. However, the partnership may put JD.com at an advantage ahead of Taobao/ Tmall as they don’t currently have a Douyin store.
The move comes as more partnerships are forming between social media and e-commerce companies in response to anti-monopolistic regulation.
JD.com also works closely with WeChat and users can buy products directly through JD’s WeChat Mini-Program.