WeChat's influencer (KOL) campaigns generated the highest returns for the beauty brands in China. Around 38 percent of surveyed WeChat users decided to buy certain beauty products recommended by KOLs in the first half of 2019. Clothing was the second successful category with 33 percent of respondents admitting making a purchasing decision, followed by food and beverage, furniture, and travel product categories. WeChat is the most popular app in China with around one billion monthly active users in 2019. Its unique e-commerce design has become ideal for companies to boost sales.
Share of WeChat users who purchased products following influencer recommendations in China in 1st half 2019, by product category
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Share of WeChat users who purchased products following influencer recommendations in China in 1st half 2019, by product category
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WalktheChat. (August 4, 2019). Share of WeChat users who purchased products following influencer recommendations in China in 1st half 2019, by product category [Graph]. In Statista. Retrieved May 15, 2025, from https://www.statista.com/statistics/1056030/china-internet-users-shopping-based-on-wechat-influencers-ads-by-product-type/
WalktheChat. "Share of WeChat users who purchased products following influencer recommendations in China in 1st half 2019, by product category." Chart. August 4, 2019. Statista. Accessed May 15, 2025. https://www.statista.com/statistics/1056030/china-internet-users-shopping-based-on-wechat-influencers-ads-by-product-type/
WalktheChat. (2019). Share of WeChat users who purchased products following influencer recommendations in China in 1st half 2019, by product category. Statista. Statista Inc.. Accessed: May 15, 2025. https://www.statista.com/statistics/1056030/china-internet-users-shopping-based-on-wechat-influencers-ads-by-product-type/
WalktheChat. "Share of Wechat Users Who Purchased Products following Influencer Recommendations in China in 1st Half 2019, by Product Category." Statista, Statista Inc., 4 Aug 2019, https://www.statista.com/statistics/1056030/china-internet-users-shopping-based-on-wechat-influencers-ads-by-product-type/
WalktheChat, Share of WeChat users who purchased products following influencer recommendations in China in 1st half 2019, by product category Statista, https://www.statista.com/statistics/1056030/china-internet-users-shopping-based-on-wechat-influencers-ads-by-product-type/ (last visited May 15, 2025)
Share of WeChat users who purchased products following influencer recommendations in China in 1st half 2019, by product category [Graph], WalktheChat, August 4, 2019. [Online]. Available: https://www.statista.com/statistics/1056030/china-internet-users-shopping-based-on-wechat-influencers-ads-by-product-type/
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