For years, “social e-commerce” dominated China’s digital marketing playbook. Think Moments ads on WeChat or word-of-mouth sharing in private groups. But in 2025, the money and momentum are flowing somewhere else: “interest-based e-commerce.“ Why Brands Must Rethink Their Playbook Platforms like Douyin (China’s TikTok) and WeChat Video Channels aren’t just entertainment—they’re content-driven marketplaces. And advertisers...
