Both the platforms are supported by the Chinese Ministry of Foreign Affairs (MOFA) and the Ministry of Commerce (MOFCOM), which gives it a lot of support in terms of promotion and import procedures. It is also an important part of the China-Africa Economic and Trade Cooperation Promotion Innovation Demonstration Park in Hunan’s free trade zone for Africa-China trade. Besides, AR has also established cooperation with “高桥优选(Gaoqiao Preferred)”, which is operated by Gaoqiao Grand Market, the third biggest wholesale market in China. As the Chinese version of Kilimall, the rich experience of running cross-border e-commerce is a great asset for Kiliselect. Kiliselect is one of the mini program shops that sell African products on Wechat. In 2019, Wechat mini programs have achieved a total transaction value of CNY 900 billion, and Wechat announced that the annual increase of gross merchandise volume from 2019 to 2021 was 100%. Based on strong traffic in private sphere, Wechat e-commerce experienced unexpected growth. Wechat is not a traditional e-commerce player, but it is an emerging and powerful one. However, their users are more loyal and more enduring, as Wechat mini programs and accounts can maintain existence in users’ sight by sending a message unless they cancel the subscription. This mode makes a mini program less likely to expand the scale of users as quickly as shops or accounts on other platforms. What are the advantages of social media e-commerce in private sphere? Read more about Wechat mini programs here: Therefore, mini programs are mainly spread by users’ mutual share instead of algorithm-based recommendations, although they can also attract people with advertisements. Unlike public social media like Twitter or TikTok, Wechat focuses on the private sphere, which means users merely receive information with friends they have added, accounts they followed, and mini programs they used. Users can open these mini programs via links or QR codes quickly, and once quit, nothing will remain on their phones. Compared to traditional software, mini programs are “lighter”, as they are accessible via Wechat without the need to download them independently. The components to achieve these functions are called mini programs.
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