WeChat in France
What is WeChat?
WeChat is an instant messaging application launched in 2011 by Tencent, a technology company based in Shenzhen, China. It later became the most popular social media platform in China and one of the Top 10 social media platforms in the world.
Today, WeChat is no longer just a social media app, it has evolved into a fundamental infrastructure of China’s digital society. It integrates social networking, e-commerce, payment solutions (WeChat Pay), and AI services, making it a necessary part of daily life for Chinese people. Through WeChat, users can book medical check-ups, can call taxis, shop online, play games, chat with friends, and much more.
For businesses, WeChat provides a wide range of marketing tools and advertising options to promote their stores and reach customers. Over the past decade, WeChat has become an essential application for the Chinese population and a core business tool for millions of merchants worldwide.
What you must know about WeChat:
It is one of the most used e-wallets for online payments in China, largely due to the convenience of WeChat Pay.
It is the everyday virtual home screen for all consumers in China
Chinese consumers will expect to find your store’s name in WeChat!
How popular is WeChat worldwide?
According to the latest market research data for 2026:
Global monthly active users (MAU): WeChat’s global monthly active user base has reached 1.41 billion.
Daily active users (DAU): In China alone, daily active users exceed 810 million.
User engagement: On average, users spend approximately 79 to 82 minutes per day on the platform.
Mainland China vs. international markets
WeChat’s user base remains highly concentrated in Asia, particularly in China, while its international footprint continues to expand steadily.
Mainland China:
Approximately 87% of WeChat users reside in China, totaling over 1.2 billion users, maintaining clear market dominance.
Outside China: Overseas users number between 150 million and 180 million.
European market:
France (approximately 1.2 million users)
Italy (approximately 1.5 million users)
Demographic profile in 2026
WeChat demonstrates a well-balanced gender distribution and strong penetration across all age groups.
Gender distribution: The platform maintains a relatively balanced ratio, with male users accounting for approximately 52%–53.5% and female users 46.5%–48%.
Age distribution: Users aged 30 and under account for approximately 36% of the total user base and constitute the primary audience for WeChat Channels and online gaming.
The 31–54 age group, representing about 41% of users, forms the platform’s economic backbone, possessing the strongest purchasing power and serving as high-frequency users of WeChat Pay, WeCom (Professional account) private-domain services, and cross-border e-commerce.
Meanwhile, users aged 55 and above make up roughly 23% of the total population; benefiting from WeChat’s intuitive and user-friendly interface, adoption within this segment continues to rise, with penetration among Chinese smartphone users aged 50 and above reaching as high as 98.5%.
WeChat ecosystem
WeChat has always been committed to simplifying people’s lives, and has now developed into a WeChat ecosystem integrating social networking and business. The WeChat ecosystem has several major components, WeChat public platform, WeChat merchant platform, WeChat open platform, and WeChat advertising.
WeChat public platform
There is different kinds of Wechat accounts, to choose the one that suit the most to your companie’s need:
- Service account: It is more suitable for enterprises and organizations with stronger business services and user management capabilities. The number of group messages becomes 4 per month, but it supports complete official account development capabilities, which means service accounts can develop WeChat-side websites, sell their own services and products to WeChat users, have more interaction with users, maintain users, and complete business closed loops.
- Subscription account: It is mainly used to provide media and individuals with information dissemination methods. Subscription account can send a group message to the following users every day, has basic receiving and replying information functions. The ability to develop is relatively weak. Therefore, it is generally applicable to self-media.
- Mini-programs account: 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. They do not require downloads or installation.
WeCom (WeChat professional account) : is no longer an internal communication tool. It has evolved into a powerful engine for private-domain traffic management, where employees can offer one-on-one, concierge-style services. This personalized and professional form of communication is essential for European duty-free retailers, wineries, and bespoke service providers seeking to build long-term customer relationships, drive conversions, and encourage repeat purchases.
WeChat channels : Represent the fastest-growing traffic segment within the WeChat ecosystem. For European retail brands, Channels serve as the most effective showcase for their product. Through livestream commerce, merchants can transcend geographical boundaries, engage directly with Chinese consumers in real time, and drive immediate conversion.
WeChat merchant platform
- Pay with payment code: It means that the user displays the "payment code" in the WeChat wallet and scans it to the merchant system to directly complete the payment. It is suitable for face-to-face cashier scenarios in offline locations, such as supermarkets, convenience stores, restaurants…
- Mini-program payment: It means that the merchant realizes the payment function in the WeChat mini-program. The user opens mini-program to place an order, enters the payment password and completes the payment, and then returns to the mini-program.
If you want to attract more than one Chinese tourist you definitely have to start first by creating an official Wechat account, and no worries for the license knowing that France is one of the countries able to ask for it, with Russia, USA, Canada but also UK and Italy.
How can European merchants choose the right account?
For 2026, we recommend that European businesses adopt tailored combination strategies based on their specific industry:
Restaurants and retails store: Mini-Programs + WeChat Channels.
Implement scan-to-order and payment Mini-Programs for seamless service. Use WeChat Channels to showcase the kitchen environment and share the inspiration and process behind new dish developments to build appetite and trust.
High-end boutiques: WeCom + Service Account.
Staff provide personalized, 1-on-1 consultations via WeCom, while the Service Account acts as the primary hub for pushing new collection updates and brand news.
Hotels & tourist attractions: WeChat Channels + Service Account.
Leverage WeChat Channels to drive massive traffic by showcasing stunning scenery and immersive travel experiences. Use the Service Account to provide essential online booking and reservation functions.
How WeChat can help you promote your business?
Once your WeChat official account is created, a QR code will be available. WeChat is the must-have platform to increase your sales with Chinese customers, leveraging WeChat Pay to simplify payments and drive conversions. Connecting with your audience in real time can increase your visibility and help you target more prospects efficiently.
- Localization. There are many ways to do it. One of its tools is localization wish is the most efficient, because it allows you to localize the user in real time, what better way to target a maximum number of Chinese tourists around you shop? But also address a personalized and adapted content for your prospects.
- Loyalty program. In order to have a sophisticated and successful customer loyalty program that assist in refining and personalizing the relationship with Chinese customers you have to connect with them to build a strong relationship and get them informed and aware of your last products and services wish will probably a must for them and will be your best brand ambassador ever thanks to WOM(word of mouth).
- Advertise on WeChat. There are three main ways, Moments ads, Banner ads, and Key opinion leader (KOL or influencer) ads. WeChat limits the number of advertisements that appear in the user's field of vision. For example, each user can only see three Moments ads within 24 hours.
- Work with influencers (KOL) on WeChat. WeChat’s key opinion leaders (KOL) are bloggers, actors and other celebrities who have a certain degree of influence on the platform. Any company can cooperate with KOL through WeChat. KOLs can recommend your products and services, which means you don’t need to build your own products or services on the platform to reach their audience.
We do have the best advisors for your business.
Silkpay is a fintech company, partner of Alipay and WeChat pay, the main Chinese e-wallets. We offer mobile payment services on points of sale in France and Europe. Silkpay also offers marketing and communication services via Chinese social networks that allow merchants attract and sell to Chinese customers.
Our very large KOL's (Key Opinion Leaders) catalog will allow you to choose the KOL's most suitable for your activity. Thanks to our experienced copywriting teams, Silkpay will help you distribute clean and relevant content for your brand.