China's Quiet Ecommerce Giant Thrives on Fresh Produce

Pinduoduo, which recently passed Alibaba as the shopping site with the most customers, connects 12 million farmers to more than 800 million users.

As China locked down amid the Covid-19 pandemic early last year, Huang Honglin—who sells passion fruit grown by his parents and neighboring farmers in Jiangxi province—worried about getting their crops to traditional markets. Then he applied for an unusual “Help the Farmers” initiative from ecommerce company Pinduoduo. Staff from the company visited the area, offering tips on how to sell on the platform, package produce efficiently, and livestream on the app to promote wares. Huang liked the results enough that he continued to sell largely through Pinduoduo

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