Imagine your carefully cultivated Douyin shop suddenly facing product removals, withdrawal restrictions, or even damage to store reputation due to overlooked rule changes. Recent updates to Douyin's e-commerce platform introduce significant adjustments affecting merchant operations, from deposit requirements to livestream permissions and alliance programs.
Livestream Sales Authorization: Revised Policies for Different Account Types
The platform has refined authorization rules for different shop types:
- General Rules: Any Douyin account bound to a shop now qualifies for livestream sales, including zero-follower accounts. However, individual and enterprise shops still require additional platform approvals beyond follower counts.
- Brand Accounts: Official brand accounts (verified with blue V badges) now exclusively display "Enter Store" buttons, emphasizing brand identity over individual product showcases.
- Brand Store Restrictions: Flagship stores and authorized brand shops may only sell their own products through bound accounts, preventing cross-promotion of other merchants' goods.
Selection Alliance Standards: Return Rates Become Critical Metric
The Selection Alliance program, which connects merchants with influencers for product promotion, now implements stricter entry requirements:
- Products must maintain return rates below category averages (measured over 30 days) to qualify.
- Thresholds vary by product category, requiring merchants to monitor sector-specific benchmarks.
- Ongoing compliance is mandatory—products exceeding limits post-approval face removal from the program.
Douyin Mall Access: New Opportunities for Unsold Inventory
The platform's flagship shopping section now permits inclusion of products without sales history, provided they meet other platform criteria. This policy shift creates exposure opportunities for new or underperforming items.
Deposit Adjustments: Higher Risks for Specific Categories
Security deposit requirements have increased substantially for certain sectors:
- Power tools and fire extinguishers now require ¥30,000 deposits (up from ¥2,000-4,000).
- New subcategories like down jackets carry ¥50,000 deposit requirements.
Merchants must monitor category-specific changes to avoid withdrawal limitations from insufficient deposits.
New Merchant Period: Dynamic Evaluation Systems Implemented
Beginner shops now face performance-based assessments to qualify as "premium merchants" and gain Selection Alliance access. The platform recommends enhanced fraud prevention measures during this probationary phase.
These comprehensive updates demand strategic adjustments from merchants navigating Douyin's evolving e-commerce landscape. Proactive adaptation to the new regulatory framework will prove essential for maintaining competitive positioning.