China’s marketing landscape in 2025 is poised for a transformative shift driven by emerging social commerce platforms beyond the established giants like WeChat and Douyin. These platforms, including Xiaohongshu, Kuaishou, and Bilibili, are creating immersive, community-driven ecosystems where commerce and content converge.
They cater to diverse demographics, from Xiaohongshu’s affluent, trend-focused urbanites to Kuaishou’s relatable content for lower-tier cities and Bilibili’s highly engaged Gen Z users.
With features like live streaming, gamified shopping, and AI-driven personalization, these platforms will redefine how brands connect with consumers. The future of social commerce in China lies in its ability to combine authenticity, interactivity, and tailored experiences, compelling marketers to adopt localized strategies to thrive in this decentralized and vibrant digital ecosystem.
Xiaohongshu and Kuaishou Lead Social Commerce
In 2025, emerging social commerce platforms in China, beyond WeChat and Douyin, will likely play an even more significant role in shaping the marketing landscape. As China’s digital ecosystem evolves, newer platforms like Little Red Book (Xiaohongshu) and Kuaishou are already positioning themselves as key players in the social commerce space. These platforms combine elements of social media, e-commerce, and influencer marketing, making them uniquely suited to tap into the behavior of Chinese consumers, particularly in the context of online shopping and brand discovery.
I believe Xiaohongshu will continue to lead the charge in social commerce in China. The platform has already become a go-to for users seeking lifestyle recommendations, from fashion to beauty to travel. Its user base, predominantly young and affluent, actively engages with user-generated content and product reviews, which drives purchasing decisions. The integration of e-commerce features directly within the app makes it easy for brands to reach their audience in a seamless, organic way, without needing users to leave the platform to make a purchase. This convenience is one of the key reasons it’s been so successful, and as the platform continues to expand its reach, more brands will rely on it to capture the attention of Chinese consumers.
Similarly, Kuaishou, often referred to as Douyin’s counterpart, is gaining ground in smaller cities and rural areas. It’s a platform where influencers and everyday users alike promote products, leveraging the power of short-form videos to drive engagement. Kuaishou’s focus on localized content allows brands to target specific geographic regions and consumer segments, which is something many global brands have overlooked.
For marketers in China, leveraging these emerging platforms will require a nuanced understanding of local consumer behavior. They’ll need to create highly localized, engaging content that resonates with the audience while seamlessly integrating e-commerce features into the user experience. Social commerce is not just about selling products; it’s about creating an immersive, community-driven experience that builds brand loyalty.
In conclusion, as these emerging platforms grow in influence, they will redefine how brands engage with Chinese consumers, making them indispensable in any digital marketing strategy by 2025.
Georgi Petrov, CMO, AIG MARKETER
ByteDance Super App to Dominate 2025 Marketing
From my experience with social commerce platforms, the new Super App from ByteDance is going to be the real game-changer in the 2025 marketing landscape of China. I have seen this pattern before while launching products across different platforms: new integrated ecosystems that combine entertainment, shopping, and social features tend to capture market share rapidly.
For early access to similar emerging platforms, I have seen conversion rates that were 40% higher versus traditional e-commerce channels. All of this comes down to these new platforms’ capabilities in creating frictionless shopping experiences within content consumption. For example, test campaigns embedding product showcases in short-form videos drove a click-through rate of 28%, while it was only 12% on traditional platforms. Only platforms that offer AI-powered personalization while maintaining the social aspects that Chinese consumers relish will dominate. This means brands must think beyond product listings to immersive social shopping experiences that are second nature to users.
Alexander Weber, Founder, Dein Schriftgenerator
New Platforms to Diversify U.S. Marketing
Emerging social commerce platforms are set to play a significant role in the United States’ marketing landscape in 2025 by diversifying the digital ecosystem and providing new avenues for consumer engagement. These platforms will likely capitalize on niche markets and specialized communities, offering more personalized and interactive shopping experiences.
As they integrate advanced technologies like AR and AI to enhance user experience, these platforms will attract a tech-savvy demographic, driving both impulse purchases and planned buying behaviors. Brands leveraging these new channels can expect increased visibility and deeper consumer insights, leading to more targeted marketing strategies and enhanced customer loyalty. This evolution will further solidify social commerce as a critical element in the United States’ digital economy.
Brenton Thomas, Founder, Twibi
Telecom APIs Enhance Social Commerce Interactivity
Having spent over two decades in the telecom and technology industry, I understand how platforms can disrupt traditional markets. In China’s 2025 marketing landscape, emerging social commerce platforms can leverage cloud-based communication technologies. These tools, akin to our offerings at Flowroute, could improve real-time customer interactions, which account significantly toward brand loyalty and consumer retention.
One potential integration involves telecom APIs, which I have observed boost engagement through omnichannel communication. Imagine a platform using API integrations to provide seamless customer experience across multiple touchpoints like video, voice, and chat in real time. This approach can improve the user experience, mirroring our success in integrating APIs for unified communications and increasing end-user satisfaction.
Furthermore, with the rise of 5G, these platforms can improve interactivity and personalization, similar to our work with AI and machine learning to anticipate customer needs. For instance, platforms could use AI to deliver customized content at scale, a strategy we found effective in driving engagement and creating custom consumer journeys in our telecom applications.
Paula Como Kauth, Chief Marketing Officer, Flowroute
Immersive Experiences Drive China’s Social Commerce
Emerging social commerce platforms in China will play a pivotal role in reshaping the country’s marketing landscape in 2025, acting as dynamic ecosystems where content, community, and commerce converge. Platforms beyond WeChat and Douyin, such as Xiaohongshu (Little Red Book), Kuaishou, and Bilibili, are increasingly influential due to their ability to integrate immersive user experiences with transactional capabilities.
These platforms are carving out unique niches. For example, Xiaohongshu thrives on lifestyle-focused, user-generated content, making it a trusted platform for product recommendations and reviews. In 2025, its influence is likely to grow as brands leverage its authenticity to connect with younger, affluent consumers seeking curated, aspirational content. Similarly, Kuaishou, known for its strong presence in lower-tier cities, is becoming a key channel for brands targeting less saturated, emerging markets. Its focus on live-streamed commerce fosters direct engagement and builds trust, particularly in regions where personal connections are highly valued.
Bilibili, with its focus on Gen Z and anime, comics, and gaming (ACG) culture, provides brands with an opportunity to tap into highly engaged and niche communities. By offering branded storytelling and content creation opportunities, Bilibili allows marketers to foster deeper connections with younger demographics.
The role of these platforms extends beyond mere transaction facilitation; they enable brands to create interactive, entertainment-rich shopping experiences. Features like gamified content, augmented reality (AR) try-ons, and social proof through peer recommendations will become even more prominent. Moreover, these platforms are likely to adopt AI-driven personalization tools that refine product discovery, tailoring the shopping experience to individual preferences.
By 2025, the success of social commerce in China’s marketing landscape will depend on how well brands adapt their strategies to these platforms’ distinct ecosystems. Businesses must align their messaging with platform-specific cultures, invest in authentic influencer partnerships, and create content that seamlessly blends entertainment with utility. As these emerging platforms gain momentum, they will further decentralize China’s e-commerce landscape, compelling marketers to adopt a more localized, platform-specific approach to engage diverse consumer segments effectively.7
Eugene Mischenko, President, E-Commerce & Digital Marketing Association