Domesticating Social Commerce: How Douyin Becomes Embedded in Everyday Consumer Practices in China

Douyin has become an important part of daily life in China since it combines entertainment, social interaction, and online shopping. This study investigates how Douyin shapes consumer behavior and how users make it part of their everyday routines. Based on domestication theory, this study uses semi-structured interviews with 15 Chinese users who use Douyin for both relaxation and shopping. The findings reveal that Douyin is not only a platform for fun but also changes how people make buying decisions. Users often follow influences, trust product reviews, and rely on algorithmic recommendations, where the comment section plays a key role in helping users check product quality and share opinions. There are many users admitting that emotional states and marketing content can easily lead to impulse purchases, but they also show growing awareness and control over their spending habits. Overall, it is Douyin that turns users from simple shoppers into cultural consumers, linking lifestyle, emotion, and consumption in daily life.