Community Ecommerce

Summary: Ecommerce user experience can benefit from community features. Our user research in China finds that shoppers often view such content as more credible and useful than brand content.

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  • Leeloo Tang

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Community Ecommerce

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How Community Can Drive Commerce: A Lesson from China’s Little Red Book

China’s popular social-ecommerce app succeeds in building a mutually beneficial user community and bringing in a smooth shopping experience for users.

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Leeloo Tang (唐砺璐) was a Research Assistant with Nielsen Norman Group, based in Beijing, China. She focused on user research of emerging technologies and AI-driven user interfaces as well as designing for broader audiences, including aging users. 

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