On June 19 Douyin e-commerce said that during this year’s 6·18 shopping festival
more than 120,000 merchants saw livestream GMV double YoY. The number of
merchants with livestream GMV above 1 mln yuan rose 152% YoY, supported by
platform coupons. Live-streaming remained a primary driver of goods sales and
merchant revenue. More than 570,000 influencers recorded sales that doubled YoY.