Best known for its wildly popular, creator-driven, algorithm-powered social media platforms TikTok and Douyin, ByteDance also stands as the fourth largest retailer and third largest online retailer in the world. This report explores ByteDance’s online marketplace success, which derives directly from its social media popularity. Operating an asset-light retail model, ByteDance leverages its strengths in AI, content discovery, and social commerce to drive innovation and outfox the competition.
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Overview:
Euromonitor International's report on ByteDance Ltd delivers a detailed strategic analysis of the company's business, examining its performance in the Retail market and the global economy. Company and market share data provide a detailed look at the financial position of ByteDance Ltd, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of ByteDance Ltd.
This report examines:
- Company share by region and sector
- Brand portfolio
- New product developments
- Marketing and distribution strategies
A detailed SWPT analysis of ByteDance Ltd provides strategic intelligence on:
- Strengths and weaknesses
- Category and country opportunities for growth
- Challenges and threats from current competition and future prospects
- Global and regional market positions
Research you can trust:
Euromonitor International's company profile reports are written by our Retail research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.
Executive summary
Top companies at a glance
ByteDance Ltd’s global footprint
Company overview of ByteDance Ltd
ByteDance’s platforms’ niches in social media underpin their e-commerce success
ByteDance’s product design is the secret sauce driving retail conversion
Growth decomposition of ByteDance Ltd
China and Indonesia to account for the bulk of ByteDance’s sales growth over 2024-2027
ByteDance is expected to retain its position as the world’s fourth largest retailer to 2027
E-commerce marketplaces continue to rise in global retail
ByteDance’s retail operations are focused squarely on the e-commerce space
ByteDance operates three of the world’s leading e-commerce marketplaces
ByteDance brands sit high in the retail rankings in China and Southeast Asia
Douyin and Pinduoduo marketplaces are taking market share from Alibaba and JD.com
Douyin’s marketplace hones its niche in health, beauty and personal care products
Douyin Marketplace fine-tunes seller policies and resources to drive domestic growth
Challenges and opportunities lie ahead for Douyin’s retail ambitions in China
ByteDance expands internationally in retail with TikTok Shop
TikTok Shop sees phenomenal success across Southeast Asia
ByteDance acquires Tokopedia after a series of regulatory challenges in Indonesia
TikTok Shop expands into Western Europe and the US
Trend virality and livestreaming drive merchants’ sales on TikTok Shop
TikTok Shop’s seller partnerships differentiate it and foster operational resilience
Regulatory concerns over TikTok Shop complicate its international expansion efforts
ByteDance operates an asset-light model in retail
ByteDance’s retail revenue sources span commissions, advertising and processing fees
ByteDance’s product ecosystem spans beyond Douyin and TikTok
ByteDance’s AI investments hold promise in transforming e-commerce
Key trends that will impact ByteDance over the next five years
Projected company sales: FAQs (1)
Projected company sales: FAQs (2)
Channels: Helping you understand where and how consumers shop
Retail
Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, and wholesale sales (e.g. Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.
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