The complete guide to WeChat mini-programs for your business

Starting as a simple messaging app in 2011, WeChat is now the 5th most used app in the world, with more than 1.2 billion monthly users.

Tencent (WeChat's parent company) has transformed WeChat into a super app by offering more services such as their e-wallet "WeChat Pay" as well as mini-programs making users pass more time in the WeChat ecosystem.

International brands like Yves Saint Laurent, Dior, Longchamp, Sephora, Maybelline and Caudalie have also been attracted by the mini-programs’ efficiency in driving more sales and generating higher revenue. They represent a good example of the successful integration of WeChat mini-programs into their Chinese market digital strategy.

In this guide, we will discuss in detail the mini-programs features and focus on the e-shop mini-programs showing you why they're so important to increase your cross-border e-commerce sales in China.

What is a WeChat mini-program?

Launched in 2017, the mini-programs are essentially sub-applications integrated into WeChat ecosystem. They are built as Web pages that can be accessed directly from WeChat. They do not require downloads or installation.

WeChat mini-programs can be used to search for information, read articles, watch streaming videos, play video games or shop online. Users can enjoy all these features without ever leaving WeChat.

Mini-programs allow companies to build "Mini-apps" that deliver a seamless user experience within WeChat. As a result, since their launch, the mini-programs have known unprecedented success.

Why are mini-programs so popular?

WeChat mini-programs have been widely adopted in China because users find them easy to use:

They do not require download or installation. All the features can be enjoyed without ever leaving WeChat: Looking for information, shopping, playing a video game, watching a streaming, etc.
Mini-programs do not require any storage space on the phone, unlike downloading native mobile apps.
Apps are available instantly for users, they do not have to wait for installation which can take up to a few minutes.
Mini-programs are easy to share with other WeChat users.

How does WeChat mini-programs work?

Mini-programs have the same features as Native apps, which means they will alter the users’ experience compared to native mobile apps.

The user can access these mini-programs either through a direct search, by scanning a QR code, or through links in an official WeChat account. Users can also explore WeChat mini-programs based on their location with the "mini-programs nearby" feature. Everything happens on the WeChat super app.

Access to mini-programs via WeChat official account

WeChat mini-programs in numbers:

According to Tencent, WeChat mini-programs had 400 million active users per day in September 2020.
In June 2020, there were 1.20 billion monthly active users. 6 out of 10 WeChat users use mini-programs.
According to Aldwx.com, in 2019, the total number of WeChat mini-programs available exceeded 2.3 million. Apple's App Store had only 2.1 million.
In 2019, transactions via mini-programs exceeded €97 billion. In 2020, the number of mini-programs used per capita increased by 25% year-on-year, and the per capita transaction amount of mini-programs increased by 67%.
On average, a user opens mini-programs 4 times a day. 67% of users use mini-programs more than 4 times a day.
According to a Jing Daily study, 64% of subscribers considered mini-programs more convenient, and 65.1% thought that WeChat mini-programs could partially replace the mobile native apps.
From the overall data of the Mini Program during the epidemic, the number of active devices and active users of the mini-programs has achieved explosive growth in a short period of time. From December 2019 to February 2020, the daily activity of mini programs has increased by 37%, and the number of mini programs has also increased by 19% compared to the data at the end of 2019.
Nearly 60% of mini-programs users abroad are in Europe and Russia.
As shown in the graph, WeChat mini-programs can mainly be categorized into 6 distinct groups: e-commerce (18%), utilities (15%), daily services (17%), food and restaurants (8%), games (7%) and social media (7%).

Example of a mini-program for checking bus times:

This mini-program is frequently used in China to check the time of the next bus. WeChat users can simply scan the QR code displayed at the bus stop to access it.

Example of a mini-program for checking appartment prices:

This mini-program is used in China to compare prices and check the market’s trends.

mini-program for checking appartment prices

Example of an e-shop mini-program:

YSL Beauty has launched its e-shop mini-program to allow people to buy customized gift boxes for Chinese Valentine’s day. By using WeChat promotion, the campaign’s click rate was above the industry’s average by 280%.

According to Tencent, YSL Beauty sold out its most expensive boxes in half a day thanks to its e-shop mini-program.

Despite their diverse types, 18% of the 2,3 million available mini-programs are e-commerce mini-programs (e-shops), making WeChat the 5th most used shopping app in 2020.

Why do brands and retailers need a WeChat mini-program?

WeChat mini-programs allow brands to develop their reputation in China, gain the trust of Chinese consumers and develop cross-border sales directly.

Social commerce evolution in China:

The social commerce market is reported to grow by 35% in 2022, compared to only 19% for traditional e-commerce.

The brands use mini program to interact and develop their first base of Chinese customers before more investment in the market.

Social commerce market evolution in China (2013-2022)

Mini-programs advantages for brands and retailers:

Marketing at a lower cost: Mini-programs generate traffic to online stores. For brands, they become a marketing tool for acquiring and retaining customers at a lower cost. Mini-programs help shorten the conversion process, facilitate online transactions and interact directly with customers.

An additional sales channel: International brands can sell their products and test them live with their Chinese consumers without having to create a store in a Chinese e-commerce platform like JD or TMall, which often require a consequential investment and an entity in China.
Build and manage a brand image: Brands can develop and manage their e-reputation on their e-shop mini-program as they will on a traditional e-commerce Website. WeChat can facilitate interaction and communication with their customers.
Customer loyalty program: Brands can use WeChat as a customer relationship management system and create loyalty programs within WeChat.

Open your WeChat Mini Program account

7 ways to succeed in your e-shop mini-program:

User-generated content:

Content is with no doubt one of the keys of successful e-commerce, helping to build a relationship based on trust between the brand and its customers.

On WeChat, it's easier for users to share your content or mini-programs with other users. This will direct potential customers to your e-shop.

Content generates traffic, creates a community of engaged customers and generates more sales as a result.

Virtual gifts:

Through WeChat mini-programs, you can encourage customers to buy virtual products, gift cards or even gifts and share them with their community on WeChat.

This helps preserve the Chinese tradition of offering gifts on different occasions even virtually.

Key Opinion Leader selling:

Influencers have their mini-programs to promote the products, but also an engaged community of loyal followers. They are experts in their field and promote their content to create buzz and increase sales. Influencers can animate live streaming sessions on your WeChat mini program to increase your store’s visibility.

Hiring the right influencers for your brand is surely the fastest way to get more customers and generate higher profit.

Group buying campaigns:

Word of mouth is very common in China. In other words, a Chinese customer prefers to buy a product recommended by a friend or relative rather than listening to a mass advertising speech. Therefore, a Chinese customer who has decided to buy your product can bring you a dozen of other customers at the cost of only one.

Through the mini-program, you can offer bulk discounts to encourage your customers to buy in groups of friends or relatives for a discount. This will create a community of customers who trust your brand.

Purchase process acceleration:

The e-shop mini-programs are designed to monetize traffic. They can be linked to your WeChat account, so you can drive the visitor directly from your official page to your e-commerce store.

The visitor instantly switches from "Content" to "Purchase" shortening the buyer’s journey.

Customer service:

Through WeChat mini-programs, you can provide quality customer service using WeChat's infrastructure. You can even create custom chatbots that redirect users directly to your store.

Personalization:

You can let your customers customize their preferred products through mini-programs, adding their personal touch and sharing with their community. The image below shows how Longchamp allows its clients to customize handbags through their mini-program before buying.

Longchamp allows its customers to customize their handbags in their mini-programs before buying them

Open a WeChat Pay business Account

How to create an e-shop WeChat mini-program?

Any company can develop its mini-program by following the steps below:

Registration process

1. Go to mp.weixin.qq.com

2. Click on “Register”

3. Select the type of account to be registered, in this case, "Mini-program"

mini-program registration process- select an account type

4. Enter an email address and a password

mini-program registration process- enter an email address

5. Activate email address

6. Enter entity information

7. Select a type of entity

8. Enter entity information and select a verification method

9. Enter administration information

10. Confirm of entity information (No changes are allowed after)

11. Click Confirm to complete the registration process

Note: If you do not make the payment within 10 days, registration will fail.

Sign in

To sign in, you need to complete the information in the mini-program and prepare for development.

1. Connect to the mini-program administration console

2. Complete the mini-programs information

Preparing for development

To connect to the mini-programs administration console, you need to:

1. Link a developer

2. Get an App ID

Development of the mini-program

1. Download the development tool

2. Create your mini-program

Putting the mini-program online

You need to log in to the mini-programs administration console

1. Submit the code to WeChat for validation

2. Enter revision information

3. Feature configuration page

4. Test account

5. Submission completed

Your mini-program is ready to launch.

Note: To contact the Tencent team, it is best to ask a Chinese speaker for help.

Silkpay can help you create a mini-program tailored to your goals and integrate the payment methods you want.

Create your mini-program with Silkpay

Silkpay's mini-program package:

As an expert in marketing in the Chinese market, Silkpay creates mini-programs that are both tailored to the needs of European companies and the culture and demands of Chinese customers.

Our offer includes:

The e-shop:

Regardless of the type of your business (restaurant, pharmacy, hotel, physical store or online shop, transportation company, travel agency or others), we will take care of:

- Creating your e-shop

- The configuration of your e-shop’s structure (design, banners, products)

- Connecting your mini-program with your official WeChat account

The marketing:

Our mission:

- Build your brand image with Chinese customers while respecting the culture and values of your brand

- Expand your community on the WeChat ecosystem

- Communicate offers and promotions to your audience

- Create banners and promotions

The payment:

Payments can be accepted in mini-programs. Silkpay offers the acceptance of Alipay, WeChat Pay, UnionPay, Visa, Mastercard as well as about twenty other payment methods in the mini-programs.

We will connect your mini-program to all payment methods of your choice to allow you to accept payments from a large customer base.

The loyalty program:

- Setting up your loyalty program and creating your virtual loyalty card

WeChat mini-programs FAQ:

Do I need to have a company in China to create a WeChat mini-program?

No. Any company can create its WeChat mini-program. However, you can develop your mini-program more easily with the help of a company specializing in marketing in the Chinese market, such as Silkpay.

Do I need a technical team or technical knowledge to create a mini-program?

If you decide to create your mini-program yourself, you will need a team of Chinese-speaking developers. If you decide to create your mini-program with Silkpay, no technical knowledge is required from your side, you can just communicate your needs to our technical teams, they will develop a mini-program customized to your requests.

Can I add payment methods to the WeChat mini-program?

Yes. You can add all the payment methods of your choice to accept payments from your customers through WeChat mini-programs. You can add Chinese payment methods like WeChat Pay and UnionPay, as you can add international payment methods like Visa and Mastercard.