Retail in Asia


Is ByteDance launching a fast fashion e-commerce site?

Chinese media outlet Egain News reported that TikTok, the entertainment platform under the Chinese tech giant ByteDance, has launched its independent fast-fashion e-commerce portal Dmonstudio, specialising in womenswear and fashion accessories.

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The Shein-like fast-fashion e-commerce serving over 100 countries is reportedly under the direct oversight of Kang Zeyu, the head of ByteDance e-commerce.

Shein became the most downloaded shopping app globally in April 2021 – overtaking Amazon – but remains in fifth place within the Southeast Asian market. This success inspired many e-commerce players such as Alibaba who launched AllyLikes last year, targeting western markets.

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Dmonstudio’s official site provides no direct connection to the Chinese tech unicorn. ByteDance has also not released an official statement on the matter.

UPDATE: Dmonstudio has shut down after just three months in operation. On 11th February, Dmonstudio posted a notice of its closure on its homepage, stating that it will continue to provide after-sale services to users that have already purchased items on the platform. The platform has not outlined the reason for shutting down.