Douyin is accelerating the integration of its “Douyin Supermarket” and “Douyin Hourly Delivery” services, aiming to challenge major players like Alibaba, JD.com, and Meituan as it expands its footprint in China’s real-time e-commerce sector. According to Chinese tech media outlet 36Kr, this move is expected to enhance Douyin’s efficiency in fast delivery and improve the overall shopping experience, further strengthening its e-commerce capabilities.
Launched in 2023, “Douyin Supermarket” was designed as a platform combining online shopping with delivery services, focusing on convenience and speed. However, most items still require several days for delivery, with only a limited selection available for next-day shipping. Meanwhile, “Douyin Hourly Delivery” targets instant fulfillment but relies heavily on merchants and third-party couriers due to the lack of Douyin’s own logistics network. This reliance has led to inconsistent service quality, resulting in consumer complaints.
The integration responds to growing market demand for faster delivery and signals a strategic shift by Douyin to move away from the slower pace of traditional e-commerce. The company aims to carve out a larger share of the real-time retail space.
As growth in traditional e-commerce slows, real-time delivery is becoming a key battleground. Major platforms like Alibaba, JD.com, and Meituan have recently reported surges in daily order volumes, highlighting a highly active market. According to research by the China Association of International Trade, China’s real-time e-commerce market is projected to exceed 2 trillion yuan by 2030.