Pinduoduo: The origins and direction for China’s social e-commerce leader
The driving force behind the rapid rise of Pinduoduo and its potential development direction

As competition in the e-commerce market enters a new phase in which big B2C platforms struggle with traffic growth and surging traffic acquisition prices, social media traffic has become a much-watched “blue ocean” of opportunity. Alibaba and, the giants of the sector, are as yet underequiped. Pinduoduo, born in the WeChat ecosystem, shows initial signs of success in social e-commerce, but faces sustainable development challenges following a period of explosive growth. This case will explore Pinduoduo’s driving forces and its potential direction.

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