China’s livestreaming industry has grown exponentially over the past few years, as online users fall in love with the social interaction and entertaining engagement the format can provide. Lately, live-streaming has even become an important way for consumers to shop, with major social media and e-commerce platforms like Taobao, JD.com, and Weibo leading the trend.

WeChat, the country’s top social media messaging app, seems to fall behind in providing live-streaming shopping options for brands. This is, in part, owing to the nature of its closed ecosystem, that limits the content visibility to users’ friends or followers of official accounts. According to…

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