For those who hesitated to enter Douyin's e-commerce space due to complex business license requirements, a new opportunity has emerged. The platform has reopened its personal store option, allowing individual entrepreneurs to establish shops using just their ID cards, significantly lowering the entry barrier to Douyin's e-commerce ecosystem.
Understanding Douyin Personal Stores
A Douyin personal store enables individuals (rather than businesses or registered merchants) to operate an e-commerce shop on the platform. This model simplifies the registration process and reduces initial costs, though it comes with certain product category restrictions.
Registration Requirements
The entry threshold for personal stores remains relatively low:
- Age: Applicants must be at least 16 years old with full legal capacity
- Identification: Requires mainland Chinese resident ID card for verification
- Compliance: Must adhere to all platform rules and agreements
Necessary documentation includes front/back photos of the ID card and bank account information for transactions.
Permitted Product Categories
Personal stores currently operate within limited categories:
- Sports & Outdoors: Equipment and gear
- Home Cleaning: Detergents and tools
- Fashion Accessories: Jewelry and decorative items
- Apparel: Clothing and undergarments
- Bags & Footwear: Various carrying items and shoes
- Home Textiles: Bedding and towels
Category availability may change periodically, requiring applicants to verify current listings.
Deposit System
To protect consumers, personal stores must maintain deposits ranging from ¥500 upwards, varying by product category. For example, clothing, sports gear, and luggage typically require ¥500 deposits. These funds remain refundable during normal operations.
Personal vs. Business Stores
Key differences between personal and business accounts include:
- Registration: Personal stores don't require business licenses
- Categories: Business accounts access more product types
- Features: Personal stores can't establish authorized accounts, link official profiles, or obtain business verification
- Account Links: Personal stores may connect only one standard account
Advantages and Limitations
Benefits:
- Simplified registration without business documentation
- Lower initial investment requirements
- Streamlined operational processes
Constraints:
- Narrower product category selection
- Limited marketing and branding tools
- Potentially reduced consumer trust compared to verified business accounts
Strategic Considerations
The personal store option provides accessible entry for individual e-commerce experimentation. Prospective operators should carefully evaluate both the opportunities and restrictions before committing. Those anticipating business growth may eventually need to transition to formal business registrations for expanded capabilities. While the model lowers financial barriers, successful operation still demands significant attention to product selection, marketing, and customer service to stand out in competitive markets.