Social video sharing revolutionising book sales in China

Six major social video sharing platforms drove 90% of online book sales transactions in China in 2021, the report finds. One popular platform, WeChat, has seen book sales grow by 800% in six years. These book sales opportunities have been driven through the 1,800 accounts created by 583 Chinese publishers.

From online to social commerce Douyin (the Chinese version of TikTok) and other short video platforms are growing into the most important social commerce platforms, bypassing traditional physical retail stores as well as established e-commerce platforms. The Chinese digital first national policy, the rapid growth of social media platforms, and tech-savvy consumers are three key factors contributing to this shift.