How Do REDnote and Douyin Shape Livestream E-Commerce in China?

Livestream eCommerce has become one of the most dynamic and influential consumption models in China. Brands, creators, and MCN agencies together power a closed loop where content, social interaction, and commerce merge seamlessly.

Among all platforms, Douyin and Rednote (Xiaohongshu) play leading yet distinct roles, shaping how consumers watch, interact, and shop through livestreams.

The Size of China’s Livestream eCommerce Market

• As of June 2024, China had 597 million livestream eCommerce users—more than half of all internet users.

• Research from iiMedia shows 86.5% of consumers frequently watch short videos and livestreams.

• 67.3% of livestream shoppers prefer Douyin over other platforms.

• In 2024, China’s livestream eCommerce market size reached approximately 5.8 trillion RMB.

These figures confirm that livestream shopping is not a niche—it is deeply integrated into everyday consumer behavior.

Douyin: The Dominant Livestream Commerce Engine

Douyin is China’s most influential livestream eCommerce platform, known for its massive traffic and strong conversion capabilities.

Key characteristics:

• Highly efficient content + algorithm-driven traffic distribution

• Seamless shopping journey (short video → livestream → order)

• Large-scale audiences and strong impulse purchase behavior

• Brands often enhance conversions using incentives like livestream coupons and in-app promotional tools

Given that two-thirds of livestream consumers prefer Douyin, average livestream room viewership is significantly high across categories.

Rednote (Xiaohongshu): A Trust-Based Livestream Model

Rednote’s livestream ecosystem differs sharply from Douyin’s:

Smaller but higher-quality traffic

• Analyses show Rednote livestreaming follows a “small but refined” model, emphasizing alignment with its community culture.

• Its livestream scale is smaller than Douyin’s, but user interaction and trust levels are stronger.

Rapid livestream growth

Compared with the previous year:

• Monthly store livestream sessions increased 290%

• Monthly livestream buyers increased 220%

Strong sales capabilities

Reports have noted Rednote livestream rooms achieving 3.2 million RMB GMV in a single session.

Creator-first ecosystem

With over 300 million MAU, Rednote emphasizes authentic content, lifestyle storytelling, and seeding-driven influence, making it ideal for premium categories.

Viewership & Purchase Behavior: Key Insights

1. Broad audience coverage

Nearly 600 million livestream shoppers signal that livestreaming is a mainstream consumption channel for most Chinese netizens.

2. Interaction vs. Conversion

• Douyin focuses on scale, efficiency, and conversion.

• Rednote focuses on trust, storytelling, and premium user value.

3. New customer acquisition

Some brands report that over 70% of new customers come from livestream channels, highlighting livestreaming as both a discovery and conversion engine.

4. The power of content seeding

Livestream conversion is heavily influenced by:

• Pre-livestream content seeding

• Influencers’ recommendation credibility

• Community discussion

• Real-time audience interaction

Platforms like Rednote rely even more heavily on seeding to warm up traffic and build trust before purchase.

What This Means for OveBrands

If your goal is: Rapid exposure + high-repurchase products (FMCG)

→ Douyin is the strongest channel.

If your goal is: Premium positioning + trust-based brand building

→ Rednote is ideal for lifestyle-driven storytelling and seeding.

Why livestream strategy is essential for China:

• A nearly 600M livestream shopper base

• A market worth 5.8 trillion RMB

• Consumers increasingly rely on livestreamers’ opinions

• Seeding + livestream combined create a full-funnel conversion loop

For overseas brands entering China, livestreams are no longer optional—they are central to the consumer journey. Overseas brands that understand and leverage these pathways can significantly amplify their success in China’s competitive digital landscape.