The launch expands the Swedish home furnishings retailer’s digital reach across 301 Chinese cities as it strengthens its omnichannel strategy.
IKEA has launched its official flagship store on Douyin, China’s leading short-form video and content-commerce platform, on 11 October 2026, expanding its digital retail presence in one of its key markets.
The new store offers more than 6,500 products across 179 categories, with delivery available in 301 cities across China. It will combine home furnishing inspiration, lifestyle content and online shopping, allowing customers to discover and purchase IKEA products directly through the platform.
Douyin, owned by ByteDance and related to TikTok, provides IKEA with another channel to reach consumers who increasingly use social media for product discovery and shopping. The new store complements the company’s existing physical stores, website, mobile app, WeChat shopping mini-program and other e-commerce channels.
Lydia Song, IKEA China’s acting CEO and president and chief sustainability officer, said the launch would help the retailer connect with consumers in new ways as shopping behaviour becomes increasingly digital.
The company plans to use customer feedback and insights from the platform to refine its online shopping experience and strengthen its wider omnichannel strategy.
The launch follows IKEA China’s broader efforts to adapt its retail network and digital operations to changing consumer behaviour. In 2026, the company has been expanding its online presence while adjusting its physical store portfolio, including plans to develop smaller-format stores in key markets such as Beijing and Shenzhen.
IKEA China has also expanded its e-commerce presence through partnerships with major Chinese platforms, including Tmall and JD.com. Its latest move adds Douyin’s content-driven shopping environment to that network, creating another way for customers to discover products and access home furnishing solutions.
IKEA operates through a global franchise system. Inter IKEA Systems B.V. owns the IKEA Concept and acts as the global franchisor, while Ingka Group, the largest IKEA retailer, operates IKEA sales channels under franchise agreements. Ingka Group operates IKEA retail businesses in 32 markets and accounts for approximately 87% of IKEA retail sales.
