Spreading the word

Social media app WeChat is intent on becoming more popular outside China, and recently added a new service to its platform which lets its users buy electronic products online.

The instant messaging service has partnered with Stuff magazine and retailer Incredible Connection to open an e-commerce store that sells discounted gadgets.

In addition to reasonable discounts on the available items, customers will get a cash rebate from WeChat that goes straight back into their WeChat Wallet. The rebate can be used to buy other products available for purchase from WeChat, as well as prepaid airtime or electricity.

WeChat Africa CEO Brett Loubser says the collaboration is groundbreaking. “We are able to turn a physical magazine into an e-commerce channel. We’re making every day easier not only for our customers but for Stuff magazine readers and Incredible Connection customers.”

WeChat has positioned itself as more than just an instant messaging service. It is using its platform to provide third-party content. Its users are able to listen to online radio station CliffCentral, and get access to Naspers-owned entities such as classifieds site OLX and the Daily Sun, among others. Naspers owns 34% of Tencent, the founder of WeChat. The service also gives users access to mathematics and science lessons through the Rethink Education organisation.