social commerce in china

How social commerce in China is transforming shopping and social media

Social commerce defines an ecosystem that combines social media and e-commerce platforms in a dynamic and distinctive manner. It forms a space where the boundaries between online shopping and social interactions blend seamlessly. This fusion is achieved through the integration of social media, online marketplaces, and mobile payment systems, resulting in an environment that immerses consumers and facilitates interactive experiences for exploring, exchanging, and acquiring products.

Despite the continued dominance of traditional e-commerce channels, which hold a substantial 72% market share in China as of H1 2022, there has been a rapid surge in the popularity of social commerce. Its market share has witnessed a notable rise from 14% in 2021 to 21% in H1 2022, indicating a significant growth trajectory and an increasing impact on the Chinese market. With its rapid growth, innovative features, and influential consumer base, social commerce in China is poised to continue shaping the future of online shopping.

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The key features of social commerce’s success

User-generated content is a key element of Chinese social commerce. Consumers actively share their experiences, opinions, and visuals like reviews, photos, and videos, influencing the decisions of others and contributing to the community.

In addition to user-generated content, KOLs form an essential component of the Chinese social commerce ecosystem. They utilize their online presence to endorse products, engage with their followers, and drive sales through strategies such as live streaming and product reviews. This active involvement not only shapes consumer preferences but also contributes to building brand recognition, solidifying their pivotal role in the ever-evolving Chinese social commerce landscape.

Furthermore, live streaming is also significant, allowing brands and influencers to showcase products in real-time to a large audience. Consumers engage with Key Opinion Leaders (KOLs) during live streams, asking questions and providing feedback, driving sales in Chinese social commerce. he effectiveness of live streaming in driving sales in Chinese social commerce is well-established, as evidenced by the 763 million live streaming users as of June 2023.

Key platforms of Chinese social commerce


Xiaohongshu(小红书)has emerged as a prominent social commerce platform in China, since its launch in 2013. Initially designed as a platform for users to share and explore product reviews, recommendations, and travel experiences, it has evolved into a comprehensive social commerce ecosystem.

social commerce in china: xhs
Source: Xiaohongshu, Chinese makeup brand Perfect Diary on Xiaohongshu


WeChat, known as Weixin in China, is not only a popular messaging app but also a significant social commerce platform. It has seamlessly integrated into the daily lives of Chinese consumers, offering a diverse set of features that foster social interactions and content sharing. Moreover, WeChat mini program enhance the shopping experience by allowing businesses to showcase and sell their products directly within the app. The integration of WeChat Pay, its in-app payment system, further simplifies the purchasing process, making WeChat a comprehensive and convenient social commerce platform in China.

Lululemon’s WeChat Mini program
Source: Wechat, Lululemon’s WeChat Mini program


Douyin, the Chinese TikTok, has also established itself as a significant player in the realm of social commerce in China. Initially recognized for its short-form videos and innovative content, Douyin has undergone a transformation to become a flourishing social commerce ecosystem. It seamlessly combines entertainment, social interactions, and e-commerce functionalities. Users can immerse themselves in a diverse array of video content, encompassing product recommendations, reviews, and demonstrations.

social comemrce in china: NARS’s livestreaming in Douyin
Source: Douyin, NARS’s livestreaming in Douyin

Retailers’ opportunities in Chinese social commerce market

1. Ease in forecasting consumers’ future consumption trends

Chinese social commerce platforms have a valuable chance to capitalize on the abundance of customer data and offer personalized recommendations. This not only enhances the shopping experience by saving time for consumers, but also increases the likelihood of successful purchases. By having access to comprehensive user data, these platforms can analyze consumer preferences, purchase history, and browsing behavior in order to provide customized product recommendations.

For example, XH New Rank (新红数据), a data analytics tool for Xiaohongshu, empowers businesses with valuable insights for informed decision-making and optimized marketing strategies, providing retailers with user behavior insights and trend monitoring capabilities.

2. Create customer satisfaction through personalized interaction

Chinese social commerce platforms prioritize direct and real-time communication between customers and sellers, which significantly contributes to customer satisfaction. By enabling users to ask questions, seek advice, and receive prompt responses, these platforms foster an engaging and interactive shopping experience.

For instance, Douyin offers an in-app messaging feature for direct communication with sellers, ensuring quick responses and one-on-one conversations. This elevates engagement and personalizes the shopping experience to cater to individual preferences and needs.

The evolution of marketing strategies in Chinese social commerce

To keep up with advancing technology and meet the rising customer expectations in online shopping, it’s essential to adapt marketing strategies and embrace innovations in social commerce. In this context, Alibaba made a significant announcement in 2022 when they launched Tmall mobile app version 13.1.0. This new version introduced a cutting-edge feature for 3D shopping, allowing users to dive directly into a 3D world through the app, eliminating the need for external devices.

This innovative capability empowers users to engage in various activities within an immersive virtual 3D environment. They can explore shopping opportunities, enjoy art exhibitions, embark on outdoor adventures, and even attend product launches, all within this virtual realm.

Source: 36Kr, Tmall 3D shopping

The influence of social commerce in China

  • Social commerce in China merges online shopping with social interactions, providing a dynamic and engaging shopping environment.
  • While traditional e-commerce channels still dominate the market, social commerce has been growing steadily and is becoming increasingly influential.
  • User-generated content, the role of KOLs (Key Opinion Leaders), and live streaming are pivotal components of Chinese social commerce.
  • Key social commerce platforms include Xiaohongshu, WeChat, and Douyin (Chinese TikTok).
  • Businesses can leverage social commerce by utilizing customer data for personalized recommendations and fostering direct communication between customers and sellers, enhancing the overall shopping experience. This approach aligns with rising customer expectations and changing technology trends in online shopping.