The brand created its own app complete with WeChat integration to fit the needs of consumers in China who are increasingly interested in streetwear

The online sneaker marketplace GOAT is taking an interest in Chinese consumers as the demand for limited-edition and designer sneakers rises. The DTC reseller announced this week that it has created an app exclusively for Chinese consumers, aimed at streamlining the buying process for non-English speakers.

Young Chinese buyers are getting serious about streetwear—the nation has become the second largest market for GOAT, just behind the U.S. Just like elsewhere, the Chinese GOAT app connects shoe sellers with buyers, but with the added bonus of authenticating each pair of sneakers before it is shipped to the consumer.

GOAT

Another plus is the Chinese version's WeChat integration, which capitalizes on the popularity of the widely-used social media and messaging app. The partnership allows WeChat users to buy sneakers directly through the third-party app, further simplifying the ecommerce process.

Until this week, Chinese shoppers relied on the U.S. app, but the design was catered more towards U.S. consumers' needs. Chinese shoppers are much more likely make purchases through apps than Americans, meaning the ability to purchase through the GOAT app and WeChat will likely boost sales. A brick-and-mortar location is also being built in Shanghai, meaning further expansion into Asian markets is likely to come.

GOAT


Lead Image: Hedy Yin/Unsplash

The online sneaker marketplace GOAT is taking an interest in Chinese consumers as the demand for limited-edition and designer sneakers rises. The DTC reseller announced this week that it has created an app exclusively for Chinese consumers, aimed at streamlining the buying process for non-English speakers.

Young Chinese buyers are getting serious about streetwear—the nation has become the second largest market for GOAT, just behind the U.S. Just like elsewhere, the Chinese GOAT app connects shoe sellers with buyers, but with the added bonus of authenticating each pair of sneakers before it is shipped to the consumer.