Douyin tests new layout to emphasize e-commerce and minimize social features

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Technology planet reported on Friday that Douyin, the Chinese mainland version of TikTok, recently tested a new homepage layout that emphasizes the “Mall” feature. This e-commerce feature has now been placed in the navigation bar at the bottom of the app’s home page, replacing the old “Friends” button, which has moved to the top of the app’s page. home as a tag. Tests indicate that Douyin rates the importance of e-commerce and social features.

The design of the “Mall” in this new location has not changed, and users can view shopping items and place orders more quickly through this new portal.

Compared to the previous test portal, this adjustment makes the e-commerce functionality more meaningful, in particular by replacing the “Friends” button. This suggests that e-commerce is considered by Douyin to be more important than social interaction features.

For a long time, social features have been the priority activity in the development of the platform. As of 2020, its operator company ByteDance has increased its investment in the app, especially in the social area. Features such as “Connect”, “Video Chat” and “Friends” have been launched successively, focusing on social interaction between acquaintances and strangers and trying to find a breakthrough through trial and error.

At the IF 2021 event held last year, ByteDance CEO Kelly Zhang shared her views on Douyin’s social functions. Zhang said they were generated naturally, and user demand for interactive expression began to ferment development inside Douyin, promoting new social functions.

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However, the developments did not bring the desired results and changes to Douyin. In particular, its social product “Duoshan” was eventually integrated into the Douyin app, becoming an independent function within the platform.

On the other hand, with the growing rise of e-commerce businesses, a portal is urgently needed to bring increased traffic and exposure, thereby improving its transaction rate. Douyin e-commerce has tested related portals on the search page, personal information page, and homepage, but these places are still not as apparent compared to the portal on the bottom navigation bar.

Taking the navigation bar as a new portal for Douyin “Mall” functionality means that the company will reinforce the importance of e-commerce in the application.