Douyin E-commerce wraps up "Double 11": over 20,000 small and medium-sized merchants exceed RMB1 million in sales

On November 12, Douyin E-commerce released its final "Double 11" data for 2026. From October 15 to November 11, during the Douyin E-commerce "Double 11" period, more merchants and creators achieved business growth: over 30,000 new merchants exceeded RMB1 million in transaction value; over 15,000 new creators participated in "Double 11" for the first time and surpassed RMB1 million in transaction value; and over 20,000 small and medium-sized merchants crossed the RMB1 million threshold in transaction value, driven by consumption coupons. From livestreams to shelf-based scenarios, merchants gained more ways to open up sales channels: the number of store livestream rooms with transaction value exceeding RMB100 million increased by 200% year on year; the number of merchants whose transaction value exceeded RMB10 million via product cards and search increased by 29% and 31%, respectively, year on year. Good business was also happening in distinctive industries. In the fresh food and pet supplies industries, the number of brands with transaction value exceeding RMB100 million increased by 200% and 100%, respectively, year on year, while the sports and outdoor, and skincare industries also achieved growth. Source-quality goods reached more consumers, and merchants in industrial belts also opened up new sales channels. During the promotion period: more than 330 industrial belts exceeded RMB100 million in transaction value, and 44 industrial belts exceeded RMB1 billion in transaction value; more than 13,000 industrial-belt merchants with fewer than 10,000 followers achieved transaction value of over RMB1 million in a single product category.