WeChat has over 800 million users, 83% of whom purchased products through the messaging platform in 2015. This number beats the 375 million users on China’s largest B2C marketplace Tmall. The difference between social commerce and commerce is the engagement, and that’s where social Customer Relation Management (CRM) is finding its time to shine.

Compared with other e-commerce platforms, a WeChat public account not only helps their users to purchase physical goods but also helps brand channels engage followers and interact with them.

“Many Chinese people now buy luxury items on WeChat, rather than using e-commerce platforms. This helps to build trustworthy social commerce, rather than a traditional retail market model,” Anthony Xu, CEO of OCheng told TechNode.

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Eva Yoo

Eva Yoo is Shanghai-based tech writer. Reach her at evayoo@technode.com