Ikea opened an official flagship store on Douyin, ByteDance’s Chinese counterpart to TikTok, selling more than 6,500 products in 179 categories with delivery to 301 cities. Douyin lets Ikea reach shoppers through livestreams and short videos, alongside its own website, app, and WeChat channels and its existing storefronts on JD.com and Alibaba’s Tmall. Ikea China acting CEO Lydia Song said the goal is to learn how people move from inspiration to purchase on the platform, not just to add a sales channel. The launch comes as Ikea shifts toward smaller stores and online sales in China, where it announced plans earlier this year to close seven stores.
