Xiaohongshu CMO Zhi Heng revealed growth data for small and midsize businesses at a company conference on September 13. In H1 2024, Xiaohongshu saw a 379% YoY increase in the number of SMBs and a 436% YoY rise in their total GMV. Merchants with monthly sales over 5 million RMB ($685,000) grew 3.5 times, and the number of purchasing users grew 4.3 times. Since launching livestream sales, the scale of buyers expanded 6.7 times, and brand partnerships increased 5.2 times. SMBs are becoming highly sought after by e-commerce platforms, with EEO Intelligence data showing they were responsible for over 80% of e-commerce activity during 2022’s Double 11 festival.