MAU of WeChat Mini Program in China 2018-2024

In an increasingly connected digital world, Chinese apps have their way of keeping users stuck round. One of the common tactics is to build mini-applications within the core app to provide multiple services to users. As of September 2024, WeChat amassed about 954 million monthly active users of its mini-programs in China, which means over 90 percent of the WeChat users were using the services. 

The promises of WeChat Mini Program

Chinese super app WeChat is the early adopter of the app-in-app functionality. Launched in 2017, WeChat Mini Program is an ecosystem of cloud-based embedded apps within the social and messaging app, covering diversified services for everyday life. Gaming and shopping mini-programs contributed the largest share of app usage time.

Brands and mini-programs

For brands and companies, WeChat Mini Program serves as another channel to reach out to a broader audience. Prominent brands like fast food chains McDonald's and KFC and car manufacturer Volkswagen have utilized this special channel and managed to attract a considerable number of users. This feature works particularly well for e-commerce majors JD.com and Meituan which had about 360 million and 310 million monthly active users in their mini-programs on WeChat respectively.