Major adjustment on Douyin shopping cart

Douyin shopping cart is the e-commerce feature that allows users to include an e-commerce link at the Douyin video. If viewers like the product introduced in the Douyin videos, they can click to go to the e-commerce site directly to purchase the product.

However, in the recent Douyin adjustment starting from January 2020, it restricts that: accounts with less than 1,000 followers can only post 1 video with shopping cart per day, accounts with 1,000-3,000 followers can only post 2 per day, accounts with 3,000-10,000 followers can only post 5 per day, and accounts with over 10,000 followers can only post 10 per day.

This regulation targets accounts which mass-produce product selling videos without good quality content. Most popular KOLs said such restriction won’t affect them at all, as it takes time to produce good quality content, the quota of 10 videos per day is more than enough for them.

This new adjustment is expected to encourage users to do more live-streaming for e-commerce instead, which has fewer restrictions.