China now boasts the world’s most developed and largest social commerce market, with social sales reaching $672 billion in 2015. However, brands looking to leverage social commerce in China should expand their focus beyond transactions and payment methods. Much of the success of social commerce in China relies on obtaining and sharing information about products on social platforms. For example, 40% of shoppers in Chinese will share their experience with a purchase or product online vs just 10% of shoppers in Western markets.
Loyalty programs, social ad products, and B2C direct messaging are just a few features available on messaging apps that brands should take advantage of. Furthermore, brands should not limit their efforts to commerce enabled platforms. For example, brands can send direct messages to consumers on Snapchat, Facebook, and WhatsApp. However, if brands are looking to be present on one platform, WeChat is a must as it has all of the commerce-related features in L2’s Social Platforms study.