Reasons to Read

Pinduoduo launched in 2015 and is now the fastest-growing e-commerce platform in China. Pinduoduo’s GMV surged sixfold from 2017 to 2019, dramatically faster than (still robust) 52% growth on Alibaba’s Tmall and Taobao platforms and JD.com’s 61% growth during the same time period.

This report looks at how Pinduoduo has moved so quickly to take on the established market leaders, including:

• Strategies to tap into faster growth in China’s lower-tier cities.
• How the upstart has overtaken Alibaba and JD.com in GMV growth.
• How Pinduoduo uses its partnership with WeChat.
• Tactics to leverage B2C and gamification to attract and engage consumers.