(Yicai Global) Feb. 18 -- Tencent Holdings' WeChat is running beta tests for an e-commerce live streaming mini app as the novel coronavirus outbreak continues to weigh on the brick-and-mortar retail sector.

Merchants invited to try the service will need a real name-authenticated host and can design their broadcasting platform before joining the tests, SOURCE.

Several merchants, including mask brand Perfect Diary and fashion labels Hotwind and Lily, have already begun marketing to fans in mini apps using livestreaming and WeChat groups. The live-streaming service lets users like and comment on content, while sellers can run lotteries, give away vouchers, track purchases and monitor data.

WeChat mini programs had over 300 million daily active users in 2019, according to its own data, and the apps accumulated more than CNY800 billion (USD114 billion) through transactions.

The number of customers using supermarkets' mini app stores on WeChat more than doubled annually to Feb. 14, according to data the firm published yesterday. Customers of online fresh fruit sellers nearly tripled and of fresh vegetable stores nearly doubled.

Editor: Zhang Yushuo