Latest: WeChat Stores "Send Gifts" are on the rise, Taobao and Douyin have followed suit

WeChat's gift-giving function has officially been launched, and Taobao and Douyin have also started to launch the gift-giving function. This article will analyze in detail the launch background, characteristics and follow-up of the WeChat store "gift-giving" function on various platforms, and explore the impact and opportunities this function brings to e-commerce marketing and user interaction.

According to reliable sources, the "Send Gifts" feature of WeChat Stores has ended the gray beta test and is now officially available. WeChat users can see this feature on the WeChat Store product details page, and the WeChat client has also continued to strengthen the presentation of "Send Gifts" in the "Me" page. At the same time, multiple platforms have followed up.

Information released by Cailianshe on January 7 showed that Taobao launched the "Send Gift" function. On some product detail pages, when users click "Go to Send Gift", complete the order and payment (without filling in the delivery address), click to send to a friend, and share it with friends through Taobao password, QR code, etc., the gift can be sent. Some orders also support WeChat payment.

Last month, on December 26, 2024, Tech Planet discovered that Douyin has been able to send gifts of goods, and supports sending some goods in two major areas, such as local life group buying and e-commerce, to friends. The above progress shows that the two major mainstream platforms have quickly caught up in core and basic functions.

The "Send Gift" function was launched in gray beta on WeChat Store in the early morning of December 19, 2024. A few days ago, the WeChat Store team also optimized several UI presentations of the "Send Gift" function, including highlighting the position of "Send Gift" on the product details page, and increasing the sense of ritual or emotional value of users when receiving gifts.

The official full launch time is the afternoon of January 6. There is speculation that this function will be fully launched before the Spring Festival, and there was a document that pointed out the time point of January 6. In the afternoon of the 6th, there was a sudden news in the industry communication group that the full launch was about to take place. I immediately sought confirmation from a credible source and it said: It is true. It has been fully launched.

So far, the "Send Gifts" function has also attracted the attention of many brands. For example, Luckin Coffee took the lead in testing not long ago and achieved a performance of more than 10,000 gifts in a single day (for details, see: Exclusive: Luckin Coffee WeChat Store received more than 10,000 "gifts" in one day). It may be the feedback from merchants and users that pushed the "Send Gifts" function to end the gray test state and become a full-scale, official function.

Meanwhile, when users open WeChat, they will see that the “Send Gifts” feature continues.

Click on the "Me" page in the WeChat client, and there will be a red dot prompt for the store order in "Orders and Card Packs". After clicking in, you can see that "Gift" has been fixed in the head.

After clicking "Gift" again, you will see a more detailed "Sent, Received" classification.

It is worth noting that no matter which category you are in, there is a recommended product flow below that says "Everyone is giving away products". Judging from the existing information, most of the recommendations are based on products that other friends have given away.

The follow-up from different platforms and merchants may add some new expectations to the upcoming Spring Festival marketing war.

Next, it will depend on how different brands, merchants, and industrial chains combine this function, as well as gameplay including promoting customers, to start operations and explore gameplay.