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Deep-dive of Tencent Smart Retail WeChat Mini Program – Retail Industry

This mini program acts as a retail service collection and recommendation platform that directly targets consumers.

  • Users can easily enter the mini program via WeChat Pay.
  • Online shopping mall: The mini program incorporates big brands and popular offline stores like H&M, Walmart, Hotwind, etc. for users to shop online during this pandemic period.
  • Direct access to brands: This is a feature that users can access the mini program of the brands directly.
  • Immersive browsing: Impressive browsing experience for users through full-screen images.
  • Direct access to customer service: Users can reach multiple customer services from various brands in 1 mini program
  • The mini program has postings that are similar to Xiaohongshu and also collaborate with KOLs to generate content. The content will display according to the location.


  • Exclusive function from WeChat – A mini program that can connect to multiple customer service in other mini programs.
  • Most brands that have in-depth collaboration with WeChat are included.
  • Published content is from the staff’s point of view, which makes the marketing looks more humanised and native.


For retailers, this mini program gives them a large-scale and centralised traffic on WeChat. For supermarkets that support home delivery services, this is a good opportunity to test the digital transformation. While for consumers, they can shop online, check the surrounding business districts, and even enjoy home delivery via the mini program.

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