WeChat Steps Up E-Commerce Push on Short Video Platform

By Guan Cong, Yang Jinxi, Sun Yanran, Qian Tong, Qu Yunxu and Han Wei

WeChat launched the short-video feed in January 2020 in a direct challenge to Douyin

WeChat, Tencent Holdings’ ubiquitous messaging app, is gearing up to tap hundreds of millions of viewers on its fast-growing short video platform for sales and new profits in a race with ByteDance’s Douyin.

The super app with nearly 1.3 billion users worldwide is managing more traffic and offering incentives to attract more merchants to open accounts and sell products through its short-video platform to create a new revenue stream, Caixin learned.

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