WeChat, the mobile text and voice messaging service from Tencent Holdings Ltd., Asia’s largest internet company, is a technology that is both exciting and also holds many future positive implications on the mobile and eCommerce fashion industries. This social media mobile app, which is now the most popular mobile app in the country, first launched in China, but now available internationally, with 300 million registered users, allows for almost live voice messaging and group chats, that is now rivalling traditional telecommunications in China. Along with services such as online gaming the app has recently added an online payment service to its long list of features. According to Bloomberg, WeChat made more than 50 percent of its revenue in 2012, 44 billion yuan (7 billion US dollars), through online gaming, and it will not be long until marketers and the advertising industry surge full steam ahead into WeChat, like they previously have with Sina Weibo, and until WeChat’s owners Tencent develop the app’s e-commerce capabilities and potential. Global Blue, who specialise in international tax free shopping, a key provision for China’s wealthy international travellers and the emerging middles classes, have already noted that Chinese consumers tend to pre-plan their shopping, arriving in stores already knowing what they want, and that advertising to China’s internet and mobile users is crucial for any fashion brand.