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Introduction
Douyin, China’s powerhouse of short-video social commerce, has democratized access for overseas brands in 2025, enabling direct sales to over 750 million daily users without a mainland entity. This platform’s blend of viral content and seamless in-app purchases turns passive scrolls into impulsive buys, but success hinges on navigating its cross-border specifics. Discover the streamlined setup process, from entity validation to store activation, to launch your brand effectively and capture China’s trend-driven market.
1. Verify Overseas Entity and Agent Designation
1.1 Business Registration Check Overseas brands must hold a valid company registration outside mainland China, including Hong Kong, Macao, or Taiwan, with explicit retail or trade qualifications. This ensures compliance with Douyin’s cross-border policies, allowing direct sales without local incorporation. Gather your business license and tax ID early, translating them into simplified Chinese for submission.
1.2 Appoint a Mainland Liability Agent Designate a certified Chinese agent to handle joint operational responsibilities, such as compliance and dispute resolution, which is mandatory for all cross-border stores. Select agents through Douyin’s partner network to avoid delays, as they provide the necessary guarantees for platform approval. This partnership streamlines customs and tax filings, reducing setup time by up to 50%.
2. Prepare Core Documentation Package
2.1 Trademark and Authorization Essentials Submit proof of registered trademark ownership or a notarized exclusive authorization letter specifying sales rights on Douyin, valid for at least two years. Focus on international registrations like Madrid Protocol for faster verification, highlighting your brand’s global authenticity. Incomplete chains lead to 70% of rejections, so audit your IP portfolio pre-submission.
2.2 Financial and Supply Chain Proofs Provide a corporate bank account statement from overseas or approved regions, plus supply chain documentation like product safety certificates and ingredient lists compliant with GB standards. These demonstrate financial stability and product legitimacy, crucial for high-risk categories like beauty or food. Use digital notarization to expedite processing in 2025’s accelerated reviews.
3. Register and Submit via Merchant Portal
3.1 Account Creation and Store Type Selection Access globalshop.douyin.com to create a merchant account, choosing between flagship (multi-product) or specialized (single-brand) stores based on your portfolio. Flagship options unlock higher traffic for established overseas brands, with 2025 updates favoring content-integrated setups. Complete this in under 30 minutes by preparing login credentials via a Chinese mobile number proxy.
3.2 Application Review and Feedback Loop Upload your package and await initial review within 3-7 days, responding to any clarifications in 24 hours to maintain momentum. Douyin’s AI-assisted audits prioritize complete submissions, with 85% approval for well-documented overseas applicants. Track status via the portal dashboard for real-time updates.
4. Handle Deposits and Final Activation
4.1 Security Deposit Tiers Pay a category-based deposit starting at 50,000 RMB for low-risk goods, fully refundable after compliant operations, to cover potential liabilities. High-risk categories like supplements may require up to 200,000 RMB, but performance rebates can offset this in year one. Wire transfers via approved channels ensure quick confirmation.
4.2 Store Launch and Integration Sign the electronic service agreement post-approval, then integrate payments like Douyin Pay and logistics partners within 72 hours to activate your store. Test in-app features like shoppable videos to ensure seamless user flows, setting the stage for immediate content uploads.
Case Study: Zenith Wellness’s Rapid Overseas Launch
Australian wellness brand Zenith Wellness activated their Douyin cross-border store in just 18 days in Q2 2025 by partnering with a vetted mainland agent and submitting Madrid-registered trademarks upfront. Leveraging bonded warehouse integration, they bypassed customs delays, achieving 12 million RMB in GMV from viral supplement demos, marking a 300% uplift in Asia-Pacific exports.
Conclusion
Setting up to sell on Douyin from overseas in 2025 unlocks unparalleled engagement for brands ready to blend content with commerce. With our 10+ years of localization expertise, PLTFRM streamlines this process for frictionless entry. Eager to go live? Request your free Douyin setup audit and accelerate your China debut today.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation! info@pltfrm.cn
