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  • Marco Siu

First WeChat's cross-border e-commerce live streaming

Updated: Aug 14, 2020

Affected by COVID-19, some retailers have closed their stores or changed business hours one after another, and the development of the industry has encountered difficulties. This year most of the tourists have declined, and local purchasing power has been weak. Physical retail stores have been severely hit. Some retails find the other way to sales the products, which is using WeChat overseas lives streaming.

WeChat overseas lives streaming has invited Phoenix Satellite TV host Lin Weijie as the anchor and partnered with Hong Kong SaSa's beauty consultant, which attracted the attention and support of many consumers. Apart from a wide range of cosmetics and discounts, the live

streaming provided consumers with benefits in the form of online random draws. Because of the preferential activities and well-known host, Hong Kong SaSa WeChat live streaming room has given the best experience of consumers and gave them the best shopping experience.

As WeChat live streaming e-commerce bringing goods attribute has become stronger and

stronger, the competitiveness against Taobao live streaming, Kwai, Tiktok, and other major live-streaming platforms have also become stronger. Among them, the live broadcast in WeChat. ecology has the following three characteristics:

1. Content focused

Live streaming on WeChat is usually content focused, instead of purely sales focused. Unlike a marketplace, where users would make a purchase mostly due to the discount, the incentive to buy on WeChat store is a lot more driven by the recommendation from the influencer

2. Urgency to make a purchase

WeChat Live streaming time-sensitive action call helps to improve the conversion rate, as social commerce is all about making impulse purchases.

3. The sales conversion rate is high. The subscription attribute of the WeChat ecosystem is strong, and users are more likely to subscribe and follow. At the same time, based on the long- term trust relationship established by users on WeChat public accounts, it helps to increase the conversion rate, because public account users first pay attention to the brand through content, not just for shopping.

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