Is Social Commerce The Next Chapter of E-Commerce? A Comprehensive Study of Social Commerce in China

Aoyunsiqin No Surname, Zuzanna Seczkowska & Zongyue Fang

Student thesis: Master thesis


Some scholars argue that social commerce is about to change the online shopping scene irreversibly and it holds big potential for marketers (Yajing Diao et al., 2019). In China it is already believed by practitioners to far exceed the development experienced in the West. Yet, the research in this field is still limited (Wang, 2014; Huang & Benyoucef, 2015; Lin et al., 2017). This paper focuses on the Chinese market and aims to gain a comprehensive understanding of the social commerce concept and the related practices. We first introduce the specifics of Chinese context. The introduction is then followed by previous findings in the field of social commerce (SC), where we also clarify the definition of social commerce concept. We conduct our investigation through three perspectives of main stakeholders: customer, platform and brand. The research is based mainly on qualitative methods, focus groups and in-depth interviews. As a result of our findings, we present a new understanding of consumer journey in social commerce and describe specific platform’s role in this journey. In the end, suggestions for platforms and brands who want to survive, develop and grow in virtue of social commerce are given.

EducationsMSc in International Business and Politics, (Graduate Programme) Final ThesisMSc in Business, Language and Culture - Business and Development Studies, (Graduate Programme) Final Thesis
Publication date2019
Number of pages181
SupervisorsXiao Xiao