According to Tech Planet, following the internal testing of the gifting feature on WeChat, Douyin has also enabled the ability to give商品 gifts and supports the gifting of certain goods in two major fields: local life group purchases and e-commerce to friends. During this year’s Spring Festival, Douyin launched a limited-time event called ‘Group Purchases at Will’, which has now become a permanent feature on Douyin and has been further improved.
Users can gift group purchase goods to others in a form similar to ‘red envelopes’. Friends can open the ‘red envelope’ to use the gift after receiving it in the chat interface. Additionally, goods purchased in the Douyin mall can also be gifted in the form of a wrapped gift. Similar to WeChat’s ‘blue envelope’ feature, Douyin’s gifting function is deeply integrated with social scenarios, and the range of goods supported is larger than WeChat’s, including some goods from e-commerce and local life group purchases. Taking the gifting of group purchase goods as an example, after a user purchases a product, they will see an option to gift it to a friend on the payment results page. Clicking on the gift to a friend option will redirect to an editing interface for gift wrapping. Users can select recommended cover images and blessings from the system as the packaging for the product. Currently, this feature only supports gifting to users with Douyin accounts. Gifts can be shared through links both within and outside of Douyin, and the platform will notify the recipient to claim the gift in the chat interface through a private message. Friends who receive a gift prompt in the chat interface can click to claim the corresponding group purchase package. However, it is important to note that the gift must be claimed within 24 hours after being given; unclaimed goods will be automatically returned to the giver’s order. In addition to group purchase goods, Douyin’s e-commerce goods also support the friend gifting function, but in a different form. E-commerce goods are not presented as ‘red envelopes’, but are shared as courier parcels. The recipient can view the logistics information of the product but cannot see the specific product details, adding a sense of surprise. It is worth mentioning that after receiving a gift, the recipient can also choose to return a gift to the giver from the store where the gift was purchased, further deepening the social interaction attributes within the platform. IT Home previously reported that in mid-December, WeChat Mini Program started the gray test of the ‘Send Gift’ feature. According to the official announcement, except for two major categories of goods, jewelry and education training, other categories of WeChat Mini Programs, as long as the original price does not exceed 10,000 yuan, will support the ‘Send Gift’ feature by default. The ‘packaging’ of the gift will be sent to the other party’s chat interface in a form similar to a blue red envelope cover.
