What is the difference between a small program e-commerce and a micro-store?

As the "infrastructure" of social e-commerce, e-commerce applets are often compared to micro-stores. The following compares the characteristics of the two forms from the perspectives of customer acquisition, operation and prospect:

1. Customer acquisition method:

Micro-store: The trading scenario (search price comparison) of the e-commerce platform determines that the distribution right of traffic is in the hands of the platform. Merchants lack independent channels to obtain customers, so they can only cater to the rules to obtain traffic-either low prices or competitive promotion.

E-commerce applet: The main source of e-commerce applet is social traffic. The specific forms are content drainage and social fission, but the difference is that small programs return the initiative of customers to businesses, and the cost of obtaining customers is more cost-effective.

2. Growth potential:

Micro-store: At present, the three major e-commerce platforms (Ali, JD.COM and Pinduoduo) each have hundreds of millions of users, covering all levels of consumption. Under the current circumstances, it can be said that e-commerce traffic is close to the growth ceiling.

E-commerce applet: At present, the monthly activity of WeChat exceeds one billion. Although most of its traffic coincides with the e-commerce platform, based on social scenes, its realization potential can still be tapped again. The success of Pinduoduo and Ji Yun (WeChat business) is the best proof of the potential of social traffic.

3. Operating costs:

Micro-store: In addition to the necessary expenses such as operation, art design and customer service, as the main profit source of e-commerce business platform, merchants have to pay commission to the platform every time they make a transaction, and brand merchants also have to pay the annual admission fee, and at the same time they have to face the threat of platform punishment.

E-commerce applet: The gameplay of e-commerce applet determines that the cost is mainly used for drainage. Whether it is content or social drainage, it needs interest-driven, specifically, the advertising fee of the content author or the commercial commission of WeChat to facilitate the transaction.