Social commerce, a blend of social media and e-commerce, has become a key part of the retail landscape in the country – so what are the top social commerce platforms in China, and the trends that British businesses need to know?
Social commerce combines social interaction with online shopping, leveraging platforms where users can share, discuss, and directly purchase products. This seamless integration has created an engaging and influential ecosystem that appeals to the digitally savvy Chinese consumer. As a result, social commerce has seen exponential growth in recent years, reaching a gross merchandise volume (GMV) of RMB 3.42 trillion (£373.5 billion) in 2023, and expected to exceed RMB 4.8 trillion (£524.2 billion) in 2025.
This article explores what social commerce is, examines the platforms leading the trend, and uncovers why it has become a cultural and economic phenomenon in China.
What is social commerce?
Social commerce allows users to shop directly within social media platforms or through community-driven e-commerce platforms. Unlike traditional e-commerce, which primarily focuses on transactions, social commerce thrives on interaction, personalisation, and trust. It integrates elements such as live streaming, short videos, influencer endorsements, and group buying into the shopping experience.
Compared to traditional e-commerce platforms like Taobao/Tmall, which depend on consumers actively seeking out products through search queries (as you would on Amazon), algorithms on social commerce platforms serve content and product listings to users tailored to their preferences and behaviours.
For example, if a male user browses several exercise-related videos every day, Douyin can display product listings for protein powder, athletic apparel, or other supplements, and when the user sees those products offered to him for purchase, he can make the purchase instantly within the app. Once they are converted on one purchase, Douyin will expose that user to additional fitness, sports, and healthcare content and products.
In China, this dynamic approach resonates strongly with consumers who value authenticity, convenience and social connection. Social commerce platforms empower buyers to discover new products through peer recommendations, influencer campaigns and interactive experiences, all while completing their purchases without leaving the app.
What are the main social commerce platforms in China?
China’s social commerce landscape is diverse, with various platforms driving the trend. Here are some of the most prominent players:
WeChat
WeChat, owned by Tencent, is China’s ubiquitous super-app. Its WeChat Mini Programs enable businesses to create e-commerce stores directly within the app. Social sharing, user reviews and group-buy features make it a powerful social commerce tool. Many brands use WeChat to launch flash sales and engage their communities.
Xiaohongshu
Xiaohongshu (pronounced “shao-hong-shoo”) allows users to share product recommendations through photos and short videos. With its focus on beauty, fashion, and lifestyle, Xiaohongshu has become a trusted platform for millennials and Gen Z users seeking authentic reviews before making purchases. During the 618 shopping festival in 2024, the order volumes from the platform’s livestreaming sessions increased 5.4-fold, and GMV from in-store broadcasts grew by five times.
Pinduoduo
Pinduoduo (“pin-door-door”) epitomises social commerce in China with its innovative group-buying model. It encourages users to team up with friends to secure discounts on products, creating a communal shopping experience. Pinduoduo also leverages gamification to engage users and drive purchases.
Douyin
Douyin (“dough-yin”), China’s version of TikTok, merges entertainment with shopping. Through live-streaming e-commerce, influencers and brands showcase products in real-time, interacting with viewers and offering exclusive discounts. Douyin’s short video format also facilitates product discovery and impulse buying. During 618 in 2024, Douyin short videos featuring shopping cart links garnered 115.1 billion views.
Why is social commerce thriving in China?
Social commerce has found fertile ground in China for several reasons:
High smartphone penetration and digital adoption
China boasts one of the world’s largest smartphone user bases, with over 1.2 billion active internet users. The ubiquity of smartphones, combined with affordable mobile data, ensures that social commerce platforms are accessible to a vast audience.
Integrated digital ecosystem
Chinese consumers are accustomed to using multifunctional apps. Platforms like WeChat and Alipay eliminate friction in the shopping process by allowing users to discover, interact, and purchase without switching apps.
Cultural emphasis on community and trust
The Chinese consumer market values trust and authenticity, often seeking recommendations from friends, family, or influencers. Social commerce taps into this cultural tendency by fostering a sense of community and relying on user-generated content to promote products.
Rapid growth of live streaming
Live streaming has become a cornerstone of China’s social commerce. Consumers are drawn to the immediacy and interactivity of live stream sessions, where they can ask questions and receive real-time feedback. Influencers and celebrities often host these sessions, further enhancing their appeal.
Conclusion
Social commerce is transforming the way people shop in China, blending the social and transactional aspects of digital life into a cohesive experience. Platforms like WeChat, Xiaohongshu, and Pinduoduo are at the forefront of this evolution, leveraging China’s unique digital ecosystem and consumer behaviour to redefine e-commerce.
As social commerce continues to grow, it is setting a benchmark for other markets worldwide, demonstrating the power of integrating social interaction with online shopping. For brands looking to enter China, understanding and leveraging social commerce is no longer optional – it is essential for success in one of the world’s most dynamic retail markets.
