The Core Philosophy: Social Selling and Decentralization

Unlike traditional marketplace models where all traffic is controlled by the platform, Weidian operates on a decentralized "store-by-store" basis. Each merchant is responsible for driving customers to their own Weidian store. This model has turned Weidian into the backbone of social commerce in China. Merchants use WeChat groups, moments, and mini-programs to share product links, create interactive shopping experiences, and build loyal communities. This direct connection fosters trust and enables sellers to cater to specific, niche markets—from trendy streetwear and handmade crafts to specialty snacks and beauty products—that might be overlooked on larger platforms.