WeChat users can now set up ‘mini online stores’ through the messaging app.

Tencent, which owns WeChat, now allows its users to upload photos of merchandise, manage orders and communicate with customers.

The move is part of Tencent’s strategy to make money out of WeChat, which has around 396 million active users monthly and is valued $64 billion.

“It’s great in terms of moving forward with their monetisation plans; it’s another revenue stream,” said Stephen Yang, an analyst at Sun Hung Kai Financial.

It is also perceived to be its stepping stone to challenge the dominance of Alibaba.