WeChat Channels (视频号) is no longer the quiet little brother of Douyin. Its e-commerce GMV reached about $61 billion (433 billion RMB) in 2025, up 74.6% in one year, according to figures compiled by Chinese industry media such as woshizmt.cn. For 2026, third-party analysts estimate that Channels live commerce could approach $169 billion (1.2 trillion RMB).
That projection is an analyst estimate, not a Tencent number. Tencent does not publish Channels GMV. But the company has said many times that Channels drives its marketing revenue growth, as its quarterly results coverage on Sina Finance shows. The direction is not in doubt. Only the size is.
I have lived in Shanghai for more than 15 years. I watched Douyin go from dance videos to the second biggest e-commerce channel in China. Channels is running the same film, with one big difference: it sits inside WeChat.
Why WeChat Channels is growing so fast
1. Payment happens inside the live
Viewers buy directly in the live room through WeChat Pay and mini programs. No new app, no new account, no new card. For a 55-year-old in Chengdu, that is the whole point.
2. The audience is older and richer
The same industry sources estimate that about 45% of the Channels live audience is 40 or older. That is a very different crowd from Douyin or Xiaohongshu. It is the parents who pay for the kids, the managers, the retirees with savings.
It shows in basket size. Industry data says products above 300 RMB (about $42) make up over half of Channels GMV, and items above 1,000 RMB (about $141) weigh more than 20%. This is not a 9.9 RMB market.
3. Social traffic is cheaper
Channels content spreads through friends’ likes, WeChat groups and Moments. Analysts estimate natural traffic costs 40 to 60% less than on Douyin. Treat that figure as a range, but our own campaigns point the same way.
4. Private traffic is part of the design
This is the key point for me. Douyin now punishes sellers who push buyers to WeChat. On Channels, the live, the Official Account, the WeChat group and the mini program shop are the same place. You keep your customer.
What this market looks like for foreign brands
Channels works best for categories where trust matters more than price:
- Health and supplements for the 40+ audience.
- Wine, spirits and premium food for gifting.
- Home appliances and furniture with higher tickets.
- Travel, education and financial services that need a conversation before the sale.
A French wine brand we work with ran its first Channels lives with a Chinese sommelier. Sales per viewer were well above what the same brand saw on Douyin. Viewers asked about vintages, not discounts. Then they joined the brand’s WeChat group for the next tasting.
Where it is weaker: fast fashion for Gen Z, impulse cosmetics, anything that depends on a viral trend. Douyin and Xiaohongshu still win there.
How to start on WeChat Channels
- Set up the base. A verified WeChat Official Account, a Channels account linked to it, and a WeChat Store (微信小店). Cross-border brands can work through a Chinese partner entity.
- Post short videos before you go live. Channels rewards regular content. Two or three posts a week for a month builds the first audience.
- Run lives with an expert, not a hype host. The 40+ viewer wants explanations. A doctor, a winemaker, an engineer.
- Connect the live to your private traffic. Invite buyers into WeChat groups, push the next live through your Official Account.
- Add paid boosts once content works. Tencent ads can push lives to lookalike audiences. See our notes on how WeChat differs from Facebook before you copy a Western ad plan.
If your brand also sells through an app or mini program, our guide to mobile app marketing in China covers the basics.
My view
Channels will not replace Douyin in 2026. But with Douyin locking buyers inside its own walls, brands need a second live channel where they own the relationship. For most foreign brands with a premium product and an adult target, that channel is WeChat Channels. I would start now, while the ad costs are still reasonable.
At GMA we set up and run WeChat Channels accounts, stores and lives for foreign brands. If you want to know whether your category fits, ask our team for a quick audit.
FAQ
How big is WeChat Channels e-commerce?
About $61 billion (433 billion RMB) in 2025, up 74.6%, according to Chinese industry estimates. Analysts project up to $169 billion (1.2 trillion RMB) for 2026.
Who watches WeChat Channels lives?
An older audience than Douyin. Industry sources estimate around 45% of viewers are 40 or older, with higher spending per order.
Can foreign brands sell on WeChat Channels?
Yes, through a WeChat Store linked to a Chinese entity or a local partner. Payment runs through WeChat Pay inside the live.
Is WeChat Channels better than Douyin?
Not better, different. Douyin brings reach and trends. Channels brings trust, older buyers and a direct link to your WeChat private traffic.
