China's two largest short video platforms, Douyin and Kuaishou, have embraced cross-border e-commerce. This further illustrates how these short video platforms are building out their e-commerce capabilities. Last December, Douyin flagged its intentions to help merchants sell through Douyin via cross-border e-commerce. It subsequently started onboarding merchants in January 2021....

China’s popular short video apps, Douyin and Kuaishou, are significant marketing channels and are rapidly gaining scale as e-commerce players. Brands are not only directing their content marketing budgets towards these apps, but also using them to create multi-million-dollar sales channels. For instance, L’Oréal Group recently became the first major...