On September 1, ByteDance initiated an internal reorganization, reallocating sales and industry operation teams adept at e-commerce performance advertising—such as those serving key account (KA) direct clients—to the Douyin E-commerce Division. Conversely, teams specialized in brand advertising retained their positions within the Commercialization Department. As a result of this restructuring, Douyin E-commerce now boasts a more autonomous organizational framework and expanded decision-making capabilities. It is empowered to make holistic decisions regarding the allocation of traffic between e-commerce transactions and e-commerce advertising, guided by targets for Gross Merchandise Volume (GMV) and e-commerce advertising revenue.

Previously, the Commercialization Department's JuLianQianChuan team prioritized advertising revenue, while Douyin E-commerce concentrated on achieving GMV targets, with both entities operating in relative isolation. The new structure aligns GMV and e-commerce advertising revenue under a unified framework, theoretically optimizing Douyin's traffic utilization efficiency and enhancing the overall merchant experience.