(Yicai Global) July 15 -- Chinese internet giant Tencent Holdings launched its new one-click mini store on its core social messaging platform WeChat yesterday and opened it up for closed tests by certain merchants, said 36Kr, a service provider for innovative tech companies.

The WeStore mini program, which is an app within an app, offers basic functions such as the release of product information, the placing of orders, mobile payments, logistics, marketing, customer service and after-sales service as well as built-in streaming features.

Unlike other major e-commerce platforms such as Alibaba Group Holding’s Taobao, retailers will not be required to put down a deposit, the service is free and there are no development costs.

Tencent has been taking aim at the online retail sector in recent years. It is the biggest investor in e-commerce sensation Pingduoduo, whose meteoric rise in recent years has put it as a strong contender to China’s biggest player Alibaba. It is also the largest shareholder in e-retailing giant JD.com, which has the second largest slice of market share.

WeStore is an upgrade of Tencent’s existing minishop program Weixin Xiaodian which will be discontinued, the Shenzhen-based company said on July 9. Xiaodian encountered difficulties due to its high thresholds for vendors, requiring business certifications and processing fees.

The new service is also an alternative to ‘WeChat Stores’ which are third-party e-commerce programs optimized for WeChat such as Weimob and Youzan.

Only companies and household businesses can access WeStore at present. It will open up to individuals at a later stage. The mini program supports the sale of 1,500 product categories from household appliances to pet supplies so far.

WeChat is the country’s most popular social messaging app and had 1.2 billion monthly active users in the first quarter. The mini program feature, which was introduced three years ago, has more than 400 million daily active users. Last year turnover at the internet behemoth jumped by two and a half times, reaching CNY800 billion (USD114 billion), according to its latest financial report.

Editor: Kim Taylor