Swedish furniture retailer IKEA has opened an official flagship store on Douyin, China’s popular short-video and e-commerce platform, as part of its efforts to reach consumers through new digital shopping channels.
The store, launched on 11 October 2026, offers more than 6,500 home furnishing products across 179 categories, with delivery available to customers in 301 Chinese cities.
The move is not IKEA’s first venture into Chinese online retail. The company already sells through its own digital channels, Alibaba’s Tmall and JD.com, where it opened a flagship store in 2025.
What makes Douyin different is its combination of entertainment and shopping. Consumers can discover products through short videos and livestreams, allowing IKEA to reach potential customers who may not have been actively searching for furniture or home accessories.
The platform could be particularly useful for promoting smaller household products, storage solutions, decorations and other items that lend themselves to demonstrations and spontaneous purchases.
The launch also reflects a broader adjustment of IKEA’s retail strategy in China. The Swedish retailer has been developing smaller store formats and strengthening its online distribution as it responds to changing shopping habits and competition in the Chinese market.
Earlier in 2026, IKEA announced plans to close seven stores in China while continuing to invest in new retail formats and digital services.
The Douyin launch gives IKEA another way to connect with Chinese consumers, although it remains to be seen whether the new channel will generate additional sales or primarily shift purchases from its existing online stores.
