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CHINESE ECOMMERCE GIANTS


BYTEDANCE IS BIG ON PERSONAL CARE, POWERED BY CONTENT ON DOUYIN AND TIKTOK SHOP

Article by Nadine Koutsou-Wehling | December 09, 2024

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Topics

Alibaba, Amazon, China, Companies, Douyin, JD.com, Pinduoduo, Social Commerce,
TikTok

ByteDance – it brings to mind TikTok and Douyin, dance videos and skits, quick
infomercials linked to shopping for products, all in short succession. There is
one eCommerce product category with which ByteDance has a mutually beneficial,
even symbiotic, relationship: Personal Care, including cosmetics, hygiene, bath
& shower and fragrances.

In global eCommerce, ByteDance is the second largest company in the Personal
Care category, following just a few billion U.S. dollars behind market leader
Alibaba. Personal Care is quite significant for ByteDance, given its high
standing in that field. On a broader scale, across all categories, ByteDance
ranks fifth and generates revenues well behind Alibaba’s.


PERSONAL CARE IS THE LARGEST CATEGORY ON DOUYIN AND TIKTOK SHOP

Of the US$86.2 billion that ByteDance generated in Personal Care over the course
of 2023, US$80.2 billion were generated on Douyin. TikTok Shop is much smaller,
so it contributed US$6 billion. Care Products and its subcategory Personal Care
are the largest contributors to total GMV on both platforms. On Douyin, 20.7% of
GMV is generated by Personal Care, while Personal Care accounts for 30.1% on
TikTok Shop.

None of the other eCommerce companies in the top 5 for Personal Care have this
focus. Alibaba’s main category is Fashion (37.0%), JD.com’s biggest category is
Electronics (28.9%), PDD Holdings has a Fashion focus (55.7%), while Amazon’s
largest category is Hobby & Leisure (37.0%). The reason that ByteDance is the
only company where Personal Care is the number one revenue generator has to do
with the nature of its platform content.


THE NATURE OF THE CONTENT BENEFITS BEAUTY PRODUCT PRESENTATION

Douyin and TikTok are especially suited to promoting grooming products due to
the beauty-focused nature of their content. Beauty products can be easily
integrated into the videos, where the promotion is not an end in itself, but
rather a byproduct: Applying makeup while talking about another, unrelated
topic, wearing a face mask while discussing private events – products are used
in a natural setting, so their presentation does not feel forced or contrived.

Because of the role model function that creators tend to have on their audience,
particularly if it is a regular following, the viewers often seek to buy the
products creators use. That effect is not as refined on the other platforms in
the top 5, as they are pure eCommerce platforms. The live commerce streams shown
on Tmall, Taobao, Pinduoduo, JD.com or Amazon are more obvious advertisements
than the content on Douyin or TikTok Shop, where the focus on entertainment
keeps the product advertising more subtle.


LOOKING AHEAD: PERSONAL CARE FOCUS LIKELY TO CONTINUE

Douyin and TikTok are sister companies, both operated by ByteDance. Douyin was
launched in 2016 and is only available in the Chinese market. Its eCommerce
business has been activated just a few years later, in 2018, which is why Douyin
is way more successful than TikTok Shop.

TikTok follows in the footsteps of Douyin, but it is only available outside of
China. Due to its recent launch, in 2021, its development is still underway. If
it follows the path of its sister company Douyin, one can expect the focus on
Personal Care to continue on TikTok Shop. As the platform is predicted to grow
rapidly in the coming years, revenues generated on TikTok will especially
benefit those who align with platform preferences.



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