But being a product from Toutiao, it's applied what it does best by including several news feeds -- covering topics like health and food, similar to those on Toutiao.

It's not the first time Toutiao has ventured into e-commerce. The company has partnerships with JD.com and Alibaba, allowing users to shop on their retail platforms without leaving the Toutiao app.

The Toutiao app also operates its own shopping section named Fangxin Gou, which is said to target middle-aged men in lower-tier cities who aren't mainstream online shoppers (This may explain why its new app Zhidian doesn’t sell women’s clothes). 

Google’s new Chinese partner, JD.com, is an online retail titan

Despite those previous efforts, Zhidian is the first independent e-commerce app launched by Toutiao, whose operator Bytedance is known for its network of successful content apps. One of them is the hugely popular video app Douyin, known as Tik Tok outside of China. The high-profile startup hosted Apple CEO Tim Cook, who toured its offices last week during his trip to China. 

Dual SIM slots and gold iPhones: Five ways Apple is embracing China

For more insights into China tech, sign up for our tech newsletters, subscribe to our Inside China Tech podcast, and download the comprehensive 2019 China Internet Report. Also roam China Tech City, an award-winning interactive digital map at our sister site Abacus.