JD.com was made the only shopping channel on WeChat and Mobile QQ at the end of the second quarter in 2014. JD disclosed some performance metrics of its channel on WeChat (“Weixin” in Chinese) and Mobile QQ, Tencent’s two flagship mobile messaging apps with over 500 million monthly active users between them, on the earnings conference call yesterday.

The two Tencent apps contributed about 20% of JD’s new customers in the fourth quarter of 2014. Of these, a higher percentage of purchasers came from lower tier cities than JD had elsewhere.

Both the conversion rate and average selling price (ASP) on WeChat and Mobile QQ are lower than on JD’s own mobile app, according to the company. Customers shopping through WeChat or Mobile QQ make spend more on apparel and general merchandise.

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Tracey Xiang

Tracey Xiang is Beijing, China-based tech writer. Reach her at traceyxiang@gmail.com