Douyin's e-commerce customer groups are mainly young people, especially those born in the 1990s and 2000s. These young people have high consumption demands and purchasing power in terms of fashion, beauty, fitness, lifestyle, etc., and Douyin's short video format and social interaction are very consistent with young people's consumption habits and lifestyles.

In addition, some middle-aged and elderly people have also begun to pay attention to e-commerce content on Douyin, but the scale is relatively small. In general, the characteristics of Douyin's e-commerce customer groups are young, fashionable, with consumption power and willing to try new things.