{"id":15163,"date":"2025-01-09T06:30:00","date_gmt":"2025-01-09T06:30:00","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=15163"},"modified":"2025-04-23T08:52:57","modified_gmt":"2025-04-23T08:52:57","slug":"what-is-social-commerce-and-why-is-it-so-big-in-china","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/what-is-social-commerce-and-why-is-it-so-big-in-china\/","title":{"rendered":"Your super simple guide to social commerce in China"},"content":{"rendered":"\n

Social commerce, a blend of social media and e-commerce, has become a key part of the retail landscape in the country \u2013 so what are the top social commerce platforms in China, and the trends that British businesses need to know?<\/h2>\n\n\n\n

Social commerce combines social interaction with online shopping, leveraging platforms where users can share, discuss, and directly purchase products. This seamless integration has created an engaging and influential ecosystem that appeals to the digitally savvy Chinese consumer. As a result, social commerce has seen exponential growth in recent years, reaching a gross merchandise volume (GMV) of RMB 3.42 trillion (\u00a3373.5 billion) in 2023, and expected to exceed RMB 4.8 trillion (\u00a3524.2 billion) in 2025.<\/p>\n\n\n\n

This article explores what social commerce is, examines the platforms leading the trend, and uncovers why it has become a cultural and economic phenomenon in China.<\/p>\n\n\n

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What is social commerce?<\/strong><\/h5>\n\n\n\n

Social commerce allows users to shop directly within social media platforms or through community-driven e-commerce platforms. Unlike traditional e-commerce, which primarily focuses on transactions, social commerce thrives on interaction, personalisation, and trust. It integrates elements such as live streaming, short videos, influencer endorsements, and group buying into the shopping experience.<\/p>\n\n\n\n

Compared to traditional e-commerce platforms like Taobao\/Tmall, which depend on consumers actively seeking out products through search queries (as you would on Amazon), algorithms on social commerce platforms serve content and product listings to users tailored to their preferences and behaviours.<\/p>\n\n\n\n

For example, if a male user browses several exercise-related videos every day, Douyin can display product listings for protein powder, athletic apparel, or other supplements, and when the user sees those products offered to him for purchase, he can make the purchase instantly within the app. Once they are converted on one purchase, Douyin will expose that user to additional fitness, sports, and healthcare content and products. <\/p>\n\n\n\n

In China, this dynamic approach resonates strongly with consumers who value authenticity, convenience and social connection. Social commerce platforms empower buyers to discover new products through peer recommendations, influencer campaigns and interactive experiences, all while completing their purchases without leaving the app.<\/p>\n\n\n\n