The first site to challenge JD.com and Alibaba’s hegemony in Chinese e-commerce is Pinduoduo, which launched around 2015. Pinduoduo is a legitimate example of an e-commerce business that capitalizes on social commerce and entertainment buying growth by offering group purchase options. The network’s layout and user interface are designed for surfing rather than research, and offering discounts for group purchases encourages users to bring their friends and family along. The Shopify feature called Pinduoduo Group Purchase in Shopify is fantastic.
The platform aims to make online customer shopping social, engaging, and fun. In quest of the forthcoming significant group transaction, they are continually drawn back to the location. This platform also contains features that focus on supporting regular user participation, such as live streaming, frequent check-ins, and minigames.
The website’s focus on community growth and the usage of Group Buying is another reason Pinduoduo was able to amass such a large user base in such a short period. Consumers on the website can choose to spend the total amount for a product or get a reduced price when buying in bulk.
Users are encouraged to invite their coworkers and family to the site quickly since all consumers must complete the collective purchasing within one day, or it will be terminated. These new consumers would invite other people as they created their Group Purchasing, quickly onboarding a network of new members.
The platform’s style and user interface are intended more for browsing than research, encouraging users to bring their relatives and friends along by giving discounts for bulk purchases. New user registration has been made more accessible, and invites can be sent instantaneously using WeChat, Messaging service, or by scanning a QR code. With these tactics, Pinduoduo may increase its client base through word-of-mouth marketing, decreasing its cost per conversion.
Pinduoduo uses social e-commerce with a customer-to-supplier strategy since it seeks to interact directly with manufacturers and growers. This lessens the number of intermediaries involved in the purchasing process and enables producers or suppliers to communicate directly with their customers, setting their profitability and cutting prices even more.