JD.com, also known as Jingdong, will integrate with three of China’s most popular social platforms—Douyin, Kuaishou, and Weibo—to boost traffic and sales during its annual 618 Shopping Festival.
On Douyin, the short-video app that users outside of China know as TikTok, JD will be available via the former’s mini app ecosystem. When Douyin creators share a JD product in their videos, viewers will be able to make purchases directly through the JD mini-app.
On Kuaishou, which is similar to Douyin, the integration is slightly different. Users there will be directed to a dedicated Kuaishou store on JD to make purchases.
On Weibo, users will be able to buy JD goods with Weibo Window. Akin to shopping posts, this feature is similar to a regular Weibo post with images and comes with the ability to make purchases directly inside the social app.
Through these partnerships, JD hopes to reach younger customers as well as those based in China’s second-tier cities and below.
The company cited Douyin’s strength in first- and second-tier cities, and Kauishou’s hold on 54% of users in third-tier cities and below, as well as Weibo’s strength in these regions.
It also referenced data showing that 62.5% of Kuaishou users are 25 or younger, and 61% of Weibo users are 16 to 25-years-old.
Meanwhile, JD has been integrated with Tencent’s WeChat and QQ platforms since 2014. Tencent holds a 20% stake in the e-e-commerce platform.
Editor: Nadine Freischlad