WeChat's short video e-commerce site struggles to gain traction

Few users stick around long enough to buy livestreamed products

20230727 WeChat logo file photo

Sluggish consumer demand and entrenched rivals are making it hard for Tencent Holdings' WeChat app to make significant inroads into China's e-commerce market. © Reuters

QIAN TONG and MO YELIN, Caixin

As goes China's broader economy, so goes the nation's e-commerce spending. It may be little surprise then that after last month's 618 shopping festival -- an annual Black Friday-style event that stretches for weeks -- e-commerce giants were tight-lipped about how their sales went.

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