Store Livestreams Take 57.67% of Double 11 Live GMV

Monitored data released on 15 November put store-run livestreams at 57.67% of Double 11 livestream transaction value, with total livestream retail at RMB 834.37 billion, up 15.31% year on year. Douyin separately logged a 187% rise in rooms above RMB 100 million and a 200% rise in store-run rooms at that scale. The cost structure flipped too: saved commissions became fixed spend on hosts, content, control and service, while AI fitting and styling advice cut apparel returns by about 10 percentage points.