Douyin’s biggest revenue driver is shopping live-stream sales, with various Chinese marketing agencies hosting live-stream studios for creators to film their broadcasts in a customized environment.

Douyin, a platform for Douyin stars, is focusing on centralized hubs to pitch creators on products to sell. TikTok is creating custom products based on in-app trends and selling them via its in-app shop in selected markets. Building dedicated studios will facilitate more opportunities and help streamers grow their audience. Despite not gaining significant traction in Western markets, TikTok is increasingly adopting shopping initiatives in Singapore, Malaysia, and Indonesia. The platform aims to make shopping a more embedded user behavior.

TikTok plans to test new initiatives in 2024, including food delivery and AI-character live-stream hosts. Despite lower adoption in Western nations, TikTok remains committed to live-stream commerce, despite potential user complaints and potential audience disinterest.