Apr 27, 2017 | By WGSN Insider
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China’s social commerce continues to lead global innovations with its ability to quickly adopt and deliver new functionality for mobile shoppers.
In May, the country’s most popular mobile messaging app WeChat launched its version 5.3 which introduced embedded commerce to China. The move followed its acquisition of a 15% stake in B2C e-commerce platform JD.com, the country’s second largest online retailer.
Eager to maintain its position as the largest B2C e-commerce platform, Tmall is replicating this shift in the market by adopting social media features. In early August the company launched version 4.2.0 for its mobile shopping app, which saw a new landing page called Fan R added. Allowing users to snap ad share photos, the social media functionality incorporates a much buzzed about feature, digital brand tagging. This technology was originally introduced to China by two new social media startups, Pinco and Nice.
Working similar to an Instagram hashtag, users can take, tag and search photos on Fan R, allowing visitors to navigate to a brand or product’s page to view a gallery or click to shop.
Bridging the gap between social media and commerce, the feature offers retailers operating on the platform a competitive advantage by creating a locked in social commerce experience.
With four-fifths of Internet users accessing the web via their mobiles in China, expect to see its biggest players continue to eagerly vie for market share making the country’s social commerce one of the most exciting sectors to watch.
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