E-commerce & Instant Retail
Don't Pretend to Know What You Don't: Don't Mistake E-commerce for Micro-marketing!
This article clarifies the distinction between e-commerce and micro-marketing (WeChat/Weibo-based social selling), arguing that they operate on fundamentally different human behaviors: shopping versus socializing. It warns that applying e-commerce strategies to micro-marketing will fail, and suggests that micro-marketing, when combined with trust management, could offer a viable path for small sellers.
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