Daily News
From Home Furnishing Business
INGKA Group Launches IKEA Flagship Store in Douyin China
October 14,
2026 by Karen Parrish in Business Strategy, Industry 
Ingka Group, the largest IKEA retailer, is expanding the ways it meets customers in China with the launch of the IKEA Douyin Official Flagship Store on Oct. 11. The new digital touchpoint will offer more than 6,500 IKEA products across 179 categories, with delivery available in 301 cities across China.
The launch brings IKEA into one of China’s leading short-form video and content-commerce platforms (a sister platform to TikTok under ByteDance), and creates a new way for people to discover IKEA through home furnishing inspiration, everyday-life content and shopping in one place. The store will complement IKEA’s existing stores, website, app, WeChat and other e-commerce channels in China.
Lydia Song, IKEA China acting CEO and president & CSO says, “People in China are increasingly moving between inspiration, discovery and shopping in ways that are highly connected and increasingly digital. Douyin E-commerce gives us an opportunity to meet people in a new context, learn what resonates with them and make IKEA more accessible to more people. This is not simply about adding another sales channel. It is about understanding how we can become part of people’s everyday lives in new and relevant ways.”
Part of a broader omnichannel strategy
For IKEA, omnichannel is about making the customer’s experience more convenient, connected and relevant, regardless of where a journey begins. In fact, the launch on Douyin creates an opportunity to engage people earlier in the customer journey, including moments when they may be looking for ideas rather than actively planning a purchase.
China is an important market for IKEA and a rapidly evolving retail environment, making it a valuable place to explore changing customer behavior and new models for digital connection.
Parag Parekh, chief digital officer (CDO) at IKEA Retail (Ingka Group) says, “Retail is increasingly about being present wherever and whenever people want to meet us, while making those experiences feel like one connected IKEA. What is particularly interesting about new platforms like Douyin E-commerce is the opportunity to learn. They help us understand how inspiration, interaction and commerce are coming closer together, and what that could mean for how we continue to develop the IKEA omnichannel experience.”
Across multiple markets, Ingka Group continues to explore new ways of making home furnishing more accessible and relevant, from digital planning and visualization tools such as IKEA Kreativ, to AI-powered customer support, new commerce channels and experiences in interactive digital environments.
“We will use customer feedback and insights from the Douyin e-commerce launch to improve the experience in China and bring those learnings into the broader omnichannel approach”, Parag says.