Social sellers: A new weapon for brands on WeChat

Social sellers (people who are selling through WeChat but not using official WeChat shop interfaces known as 'weidian' 微店) could help to bring e-commerce on WeChat to the next level, argue Philipp Dittes and Tatjana Martens-Pearce of Globeone Shanghai.

Tatjana Martens-Pearce (L) and Philipp Dittes (R)

Grassroots entrepreneurs are taking over WeChat as more and more users let’s call them social sellers for now are selling products on it. By posting pictures and descriptions in their 'Moments' the app’s content-sharing section, they utilise their own circles of friends and word-of-mouth to reach hundreds of thousands of potential customers.

To support and professionalise consumer-to-consumer sales, Tencent the company behind WeChat launched weidians 微店, so-called “mini stores”, earlier...

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