Imagine your carefully curated selection of fine wines and spirits reaching thousands of enthusiasts through Douyin's e-commerce platform. While this prospect may seem enticing, selling alcohol on Douyin Shop isn't open to all merchants—it requires a special "pass" known as the platform's invitation-only system. This guide will walk you through the complete process, from understanding the invitation requirements to navigating operational considerations.
Understanding Douyin's Invitation-Only System
The invitation-only system functions as a selective access mechanism where only merchants receiving direct platform invitations can operate in specific categories. For Douyin Shop, restricted categories fall into two types: those requiring pre-approval and those available only by invitation. Alcohol sales typically fall under the latter category, meaning even established Douyin Shop merchants need additional qualifications.
Three Pathways to Alcohol Category Access
Douyin Shop implements a tiered access system for regulated product categories:
- Invitation-Only: The platform proactively contacts qualified merchants, with no open application process. This applies to high-regulation categories like alcohol.
- Category Pre-Approval: Merchants may apply through an online process with detailed documentation. Some alcohol-related subcategories may qualify.
- Brand Pre-Approval: Only platform-approved brands may be sold. Merchants must verify their alcohol brands meet these specifications.
Financial Requirements: The Security Deposit
Beyond receiving an invitation, alcohol merchants must maintain a security deposit—typically around ¥20,000. This serves as consumer protection against merchant misconduct, with the platform reserving rights to deduct funds for policy violations.
Performance Standards for Restricted Categories
The platform enforces strict operational benchmarks. Stores with customer satisfaction ratings below 3.2 may face category restrictions or removal from the alcohol category entirely.
Strategies to Receive an Invitation
While merchants cannot directly apply for invitations, several practices improve visibility:
- Maintain exemplary store metrics including sales volume, positive reviews, and repeat customers
- Ensure complete documentation including business licenses and alcohol distribution permits
- Participate actively in platform marketing initiatives
- Monitor policy updates for changing requirements
Operational Compliance Considerations
Successful alcohol merchants must prioritize:
- Strict adherence to all platform alcohol policies
- Verified supply chains meeting national quality standards
- Responsive customer service systems
- Full compliance with regional alcohol sales regulations
Additional Restricted Categories
Beyond alcohol, other regulated categories requiring special approval include select apparel items like fur products, intimate apparel, and swimwear.
Merchants can verify category requirements through their Douyin Shop backend interface, where restricted categories display special application prompts.