B2C

Tencent Aims at E-Commerce With Live Streaming on WeChat

The H5 page allows users to click on the products listed in the live streaming video

Tencent, the Chinese internet giant, has accelerated the integration of live streaming features into its WeChat mini-program platform, with the aim of enhancing e-commerce, according to a WeChat public account called Tencent Live Streaming Assistant.

Tencent began recruiting content management companies to test the live streaming feature last March and recently also began selecting competitors for e-commerce to test the live streaming feature.

The solution is an H5 page embedded in a vendor’s mini program on WeChat

Tencent, as shown by some movements in the app over the past few months, has taken another step forward to allow a gradual transition between watching a live streaming show and the online shopping experience.

The solution is an H5 page embedded in a vendor’s mini-program on WeChat. The page, which can be added upon request, allows users to click on the products listed in the live streaming video and direct them to the provider’s mini program for a transaction.

Live streaming has become a valid source of income

WeChat, with 1.1 billion active monthly users, has opened its mini-program platform to various small suppliers, allowing them to generate revenue in a new channel as well as other e-commerce sites such as Alibaba’s Taobao or JD.com. Precisely on Taobao, as proof of the market trend, the goods sold in live streaming in 2018 are worth a total of 100 billion yuan ($ 14.9 billion).

Short video sites like Douyin of ByteDance, which has an equivalent app called TikTok outside the Chinese mainland, and Kuaishou supported by Tencent, both used live streaming as a way to boost e-commerce.

Live streaming has become a valid source of income thanks to the boom in the Chinese live-streaming sector in recent years. According to a report published by the China Internet Network Information Center, at the end of 2018, China hosted 397 million users on multiple live stream websites and demonstrated tremendous purchasing power.

Categories: B2C, Business, China, ECommerce, Social

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