Through the application, users can perform a wide variety of activities for example, with WeChat it is possible to communicate via chat and voice messages, use the associated social network, make payments, transfer money, order food, shop online, and much more.
In addition, the app is used as a powerful marketing tool, capable of easily connecting companies with their customers. For example, companies can launch promotions and attract clients to their e-shops through social pages and various types of advertising.
Sectors
Potentially, it is possible to open a WeChat Store in any product category aimed at end-users and consumers.
Countries
The commercial side of the app is mainly aimed at users located in Mainland China.
Accessibility for Italian brands
The first step is to create an official account, and to do so the following documents are required:
- A Chinese Business License obtained through a WFOE (Wholly Foreign-Owned Enterprise, i.e. registering the company in China).
- A Chinese ID belonging to a Chinese citizen with an active WeChat Payment account.
For companies that do not have a local legal entity in China (and therefore no Chinese Business License), there are two options to create an account:
- Register the company as a WFOE (a long, costly process, generally not recommended).
- Be evaluated by a special Tencent team. This second option (the recommended one) has an average cost of 300 USD and the process varies case by case.
Services offered
Technological platform
Once the WeChat account is created, it is possible to connect your e-shop.
Since WeChat follows a different model compared to traditional marketplaces, there are two options for selling on the app:
- Develop a dedicated WeChat website (requiring a team of developers).
- Or more simply, create a WeChat Shop via third-party platforms that enable fast shop creation.
Currently, the main WeChat Shop platforms are:
- Youzan → the largest player in the WeChat Shops market. Prices start at around 720 USD.
- Weidian → free, but currently blocked for non-Chinese companies.
- JingDong (JD.com) → strongly integrated with WeChat due to Tencent’s 15% stake in JD since 2014. JD is highly trusted by Chinese consumers and requires a 10% transaction commission plus a monthly fixed fee of several hundred dollars.
- WalktheChat → a platform designed for overseas sellers. Among its services is a built-in translation solution.
General Information
- Owning company: Tencent Holdings Ltd.
- Last available turnover: $35.2 billion (entire Tencent Group).
Conditions
- Presence of foreign brands
- Local legal entity required
Platform access requirements:
- Either register a company in China (WFOE)
- Or pass Tencent’s verification process (average cost: 300 USD, varies case by case).
Annual technical fee: depends on the type of store developed and the shop platform chosen.
Commission on sales: depends on the store model and the shop platform chosen.
Payment methods
- Credit card
- Debit card
- Digital wallets and apps → WeChat Pay
Advertising campaigns
- Purchase of advertising space on the platform
- Pay-per-click campaigns
- Pay-per-view campaigns
Customer Service
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