Big changes to the account system for small stores selling goods

Starting from February 7, 2025, the new rules for the management of WeChat Stores will be officially implemented, which will significantly adjust account binding, account association, and the way of bringing goods. The new rules not only simplify the identities of bringing goods to "store self-operated" and "influencer bringing goods", but also open up multiple channels such as video accounts, public accounts and service accounts, greatly expanding the marketing scenarios of small stores. This article will interpret these changes in detail, explore the impact of the new rules on merchants and influencers, and the new trend of refined management of WeChat Stores.

Recently, WeChat Store officially released and officially implemented the "WeChat Store Cargo Account Management Rules", which will be implemented from February 7, 2025. This document has undergone major changes compared to the previous video store requirements, especially in terms of account binding and associated accounts.

First, in terms of the way of selling goods, the original three types of selling goods have been changed to "self-operated store" and "sell goods by experts".

Secondly, in terms of account linkage, multiple channels such as video accounts, official accounts and service accounts have been connected, enabling wider coverage of small store scenarios.

Next, let’s take a look at the specific new regulations:

01 New rules content

Merchants can initiate association invitations to video accounts and public accounts (including service accounts and subscription accounts) through [WeChat Store Backstage – Store Management – ​​Associated Accounts]. After the other party’s super administrator agrees, the account association is successful.

In terms of the number of associated accounts, individual business stores can associate 1 video account, 1 official account, and 1 service account; the initial default for corporate stores is 5 each. When the store's DSR is ≥4.6 points in the past 30 days and the payment GMV reaches a certain standard, the number of associated accounts can be gradually increased, up to a maximum of 100 each.

In terms of displaying associated accounts, merchants can select one from all associated accounts as the store's external display account, which will be displayed on the store's homepage. For merchants who upgrade from video account stores to WeChat stores, the "merchant account" of the original video account store will be set as the external display account by default. At the same time, the homepages of all associated accounts of the WeChat store will display the store's window entrance.

In terms of the rules for disassociation, merchants can unilaterally disassociate without confirmation from the associated account. Video account and public account accounts can unilaterally disassociate within 7 days after the association is established, without confirmation from the merchant. After 7 days of the association, the initiation of disassociation requires confirmation from the merchant. If the merchant does not confirm or reject the disassociation application within 10 days after the associated account initiates the disassociation application, the association will be automatically disassociated. If the merchant rejects, the disassociation application will be invalid.

In addition, the upgraded video account sales methods are divided into "store self-operation" and "expert sales". "Shop self-operation" requires accepting the WeChat store's association invitation and agreeing to become its associated account, and the account management activities must be carried out around the associated WeChat store; "expert sales" uses the WeChat video account product information sharing function to display product information through video account windows, live broadcasts/short videos, etc., and most of the account management activities are to provide promotion services for other WeChat store users to obtain expert commissions.

Users who have newly activated the video account showcase function must choose the identity of "self-operated store" or "influencer sales" before their first sales. Each video account has two opportunities to switch identities within 365 natural days, and the official account has two opportunities to switch to the associated WeChat store within 365 natural days.

The platform clearly states that if a WeChat store merchant invites a video account with the identity of "expert in bringing goods" to become an associated account, and the WeChat account bound to the video account is the same as the WeChat account of the merchant's super administrator, the "expert in bringing goods" identity can be retained.

If the number of permanently banned associated accounts reaches a certain standard, or if a WeChat store and its associated accounts commit serious violations, the platform will unbind all associated accounts and reserve a certain number of associated account spaces. The platform also has the right to adjust the upper limit of the number of associated accounts that can be bound based on the violations of WeChat stores and their associated entities.

02 These changes need attention

After comparing it with a previous document, I found several points worth paying attention to.

First, the "octopus" attribute of WeChat Stores continues to be strengthened: the sales account system launched by WeChat Stores this time has opened up the ports to a certain extent. If we look back at the past rule documents, we can find that in the past, video store accounts only carried out activities within the video account.

The picture shows one of the requirements for merchant accounts in the historical rules "WeChat Video Account Sales Account System".

In the past, small shops were not connected to other WeChat ecosystem content. Now, merchants can further expand their marketing channels by linking video accounts, public accounts (including subscription accounts, service accounts) and corporate WeChat accounts.

Second, from the perspective of differentiated settings for the number of associated accounts, differentiation of sales methods, and restrictions on violations, for merchants, this will encourage them to continuously improve their operational capabilities and service quality, increase the number of associated accounts when conditions permit, and obtain more traffic and sales opportunities. For individuals, it will directly cut off the possibility of a matrix strategy.

It is undeniable that WeChat stores are moving towards refined operations. In the future, the platform may continue to improve its rules and policies and formulate personalized strategies and support policies based on the characteristics of merchants and influencers.

Third, merchants can unilaterally disassociate to facilitate the adjustment of cooperation strategies. However, for those associated accounts that rely on WeChat store traffic and sales, this uncertainty may bring unpredictable resistance.