Under the agreement, Kuvera acts as a service provider for WPP’s clients to conduct online retailing business on Paipai’s e-commerce platform, which JD.com CEO Richard Liu described as "a milestone" under the social e-commerce context.
Specifically, Kuvera will assist Paipai to recruit new brand merchants, by providing a full spectrum of services, including transaction services, storefront management, brand promotion and customer relationship management (CRM).
The agreement also provides Kuvera access to Paipai’s advertising inventory, including its organic traffic and traffic from social media which Paipai connects with, such as WeChat and QQ. Paipai is in the process of developing a new e-commerce ecosystem through social connections and a combination of centralised and de-centralised traffic.
“Our clients now have greater access to social commerce channels, including the highly popular WeChat ecosystem,” said Bessie Lee, WPP's China CEO.
“With WPP's unparalleled branding and advertising expertise globally, we together will provide a total solution including brand and long-tail ads and marketing strategy to our customers in the social commerce universe,” added Paipai President Kate Kui.