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In 2025, WeChat Mini Programs have become the fastest-growing e-commerce channel in China, with over 900 million daily active users and GMV surpassing RMB 3 trillion. For overseas brands, launching a Mini Program store inside WeChat means instant access to high-intent traffic without the heavy deposits or commissions of traditional platforms. This guide walks you through every critical step, updated with the latest 2025 requirements and SaaS-accelerated solutions.
- Account Type Selection and Registration
1.1 Choosing Between Overseas Entity and WFOE-Backed Registration Overseas brands can now register directly using a foreign business license (no WFOE required since mid-2024), but WFOE-backed accounts unlock full payment and advertising features. SaaS registration platforms automate document translation and submission, cutting approval time to 7–14 days. In 2025, most serious brands still opt for WFOE route for long-term scalability.
1.2 Verification Materials Required in 2025 You need a valid overseas business license, brand trademark certificate (global or China-registered), and a Chinese legal representative or authorized agent. SaaS compliance tools now generate pre-filled application packages in minutes, reducing rejection rates by 80%.
- Technical Development and Store Build
2.1 Official Template vs Custom Development WeChat offers free e-commerce templates that can be live in 48 hours, perfect for testing. Custom Mini Programs built with Taro or uni-app frameworks deliver premium UX and brand consistency. Leading SaaS low-code platforms now enable drag-and-drop store creation with 99% native performance.
2.2 Essential E-Commerce Features to Activate Must-have modules include product catalog, shopping cart, WeChat Pay integration, coupon system, membership tiers, and logistics API. In 2025, adding live-streaming and group-buy plugins directly increases average order value by 40%.
- Payment and Taxation Setup
3.1 WeChat Pay for Overseas Merchants (2025 Updated Policy) Direct cross-border settlement in 17 currencies is now supported with daily payouts. SaaS payment middleware automatically handles exchange rates, tax invoices, and compliance reporting.
3.2 VAT and Cross-Border Taxation Compliance Mini Program stores qualify for the 9% cross-border e-commerce retail tax (no import VAT + duty for orders under RMB 5,000). Automated SaaS tax engines calculate and file everything monthly, eliminating manual errors.
- Traffic Acquisition and Growth Mechanisms
4.1 Official Traffic Entrances Your Mini Program automatically appears in WeChat Search, Moments sharing, Official Account menus, and QR code scans. SaaS growth tools now generate trackable QR codes and pre-load landing pages for maximum conversion.
4.2 Paid Channels: WeChat Ads & Channel Live WeChat Moments ads and Video Channel (Video Accounts) can drive first-day traffic of 10,000+ visitors. SaaS advertising dashboards provide real-time bidding and audience look-alike modeling tailored for overseas brands.
- Operations and Customer Service Integration
5.1 SCRM and Membership Management Link your Mini Program to WeChat’s native CRM to tag users, send automated messages, and run loyalty programs. SaaS SCRM systems sync inventory, orders, and customer data across channels instantly.
Case Study: Canadian skincare brand
The Ordinary’s Mini Program Launch In Q1 2025, The Ordinary launched its official WeChat Mini Program using a hybrid WFOE + low-code SaaS solution. Within the first month, they achieved 150,000 new members through Video Account live streams and Moments ads, generating RMB 12 million GMV with zero platform commission—far outperforming their Tmall Global flagship.
Conclusion
Setting up a WeChat Mini Program store in 2025 is now faster, cheaper, and more powerful than ever for overseas brands. With the right SaaS stack and localized strategy, you can go live in weeks and own your customer relationship directly inside China’s largest super app.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation! info@pltfrm.cn
