Traffic is a priority, and explosive, instant, and easy sales are goals. An important new prong of the company’s strategy, the project is reportedly being closely watched by CEO Zhang Yiming.īytedance designed its Mini-Programs with eCommerce in mind. TikTok/Douyin parent Bytedance entered the Mini-Program arena in November last year. WeChat’s parent company Tencent also quietly rolled out Mini-Program functionality for its other chat app QQ, but for now is focusing mostly on small games for younger users, and so isn’t looking to seriously compete in the eCommerce sphere – at least, for now. ![]() KOLs and content producers have been quick to jump aboard the WeChat Mini-Program trend, and have helped the platform further solidify its strong early lead. This impressive figure is made possible by WeChat’s huge user-base and absolute dominance in terms of internet traffic in China. Brand eCommerce Mini-Programs: Which One is Worth Your While? WeChat Mini-ProgramsĪs of 2019, WeChat Mini-Programs see 280 million daily users. So what does such intense interest from the industry’s major players mean for eCommerce in China? This article runs through each Mini-Program, starting from the first and still most successful, WeChat. This isn’t just down to WeChat’s own drive and ambition, but also pressure to keep ahead of looming rivals looking to take what has worked for WeChat and make it work for them too. Since the launch of WeChat Mini-Programs in January 2017, they have gone through numerous iterations and have been relentlessly innovating. By providing Mini-Programs that perform these other functions from within the same app, users remain engaged to that app the entire time, which also appears to be a convenience to the user who no longer has to juggle multiple apps. While these ‘applets’ are often merely thought of as fun time-wasters, they can actually act as ‘traffic moats’ for the larger app – keeping users within the app rather than losing them to other apps performing other functions. ![]() Bytedance (parent to video app sensation TikTok/Douyin), Alipay, Tencent QQ, and Baidu are among the major players that have rushed to launch their own Mini-Programs and incorporate them into the core of their future strategies. ![]() WeChat may have pioneered them, but today several other apps have stepped up to do battle for the title of Mini-Program king.
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