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The third pillar of Chinese e-commerce is the convergence between social and commerce into what is now called social commerce.

Until a few years ago, the standard way to buy online was for consumers to go online, make the order, receive the package at home, and then leave feedback.

This overall experience has completely changed now.


How Consumers Actively Influence Each Other


It is now common for consumers to go purchase online not because they are looking for something specific but because their friends told them there is something they should look at.

How are friends telling each other what to look for online?

Suggestions and recommendations are now made through social networks and in particular using WeChat, a popular social networking platform.

WeChat allows friends to do many things while chatting with each other, including exchanging pictures or videos of products and visiting online stores within the WeChat store section of the app.



This video is a free excerpt from Your Introductory Course on E-Commerce in China and Why It Matters to Your Business


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