[2025 Update] Master E-commerce on Xiaohongshu (RedNote): Your Complete Guide to Getting Started, Best Practices, and Marketing Tools

Xiaohongshu (RedNote) has become a popular platform for brand promotion and personal content creation. Whether you're sharing everyday moments, promoting products, or managing a store, it offers an all-in-one solution for content creation, social interaction, and shopping - continuously capturing the attention of a wide online audience. If you're just stepping into the world of Xiaohongshu (RedNote), this article will guide you through the types of accounts suitable for developing an e-commerce model, the application process, and a glimpse into Xiaohongshu (RedNote)'s e-commerce functions. Whether you're an individual user looking to document your life, a creator hoping to grow a side business for your brand, or a medium to large enterprise heading toward scaled operations, we’ll break down everything you need to know of Xiaohongshu (RedNote)’s e-commerce and advertising platforms, helping you choose the most suitable path based on your needs.

Step One in E-Commerce: Creating Accounts in Xiaohongshu (RedNote)

After registration, all users start with a standard account, which allows basic features such as posting, liking, and saving content on Xiaohongshu (RedNote). However, unverified accounts cannot open stores, embed product links or store details in posts, nor activate transaction features. You can only indirectly showcase products through text or images and guide users to external platforms for purchase, which often leads to lower conversion rates.

If you're a content creator who frequently shares beauty or fashion content without engaging in commercial activities, getting verified can help boost your visibility. Needless to say, for individuals and businesses keen on e-commerce, securing verification stands as the essential key to unlocking Xiaohongshu (RedNote)'s full commercial potential. Verified users benefit from greater exposure through recommendation algorithms, access to advanced analytics tools, and the ability to analyze follower behavior. This allows for timely adjustments to your content strategy based on market feedback and data. For all e-commerce enabled accounts on Xiaohongshu (RedNote), verification also helps build brand credibility, improve collaboration opportunities with partners, and achieve stable monetization.

Whether you're an individual or an international brand, all new accounts initially start as non-verified accounts, which are not eligible for commercial activities on Xiaohongshu (RedNote). Applicants must pass a qualification review and go through a verification process to upgrade to a verified account that enables business features. Xiaohongshu (RedNote)’s verified accounts are divided into two types:

1. Individual Verified Accounts: Suitable for personal merchants; and

2. Enterprise Verified Accounts: Designed for established brands and identified with a blue checkmark (formerly known as “Enterprise Accounts”). These accounts can apply to open various types of stores.

Each business license is limited to a certain number of verified account applications. Currently, businesses based in Hong Kong and Taiwan can open either a Specialty Store or a Flagship Store - both of which are required to sell registered or authorized products and may not mix third-party brands. Specialty Stores can sell both exclusive and non-exclusive authorized goods, while Flagship Stores are limited to exclusively authorized products only.

For small and medium-sized enterprises, the new e-commerce threshold not only reduces reliance on external influencer marketing but also enables them to transform their own accounts into influential brand ambassadors, further growing their fan base and brand value. Notably, Xiaohongshu (RedNote) has removed previous follower count or account size requirements to open a store (for example, the former entry-level required at least your account having 1,000 followers). This makes it easier for both individuals and businesses to explore and leverage Xiaohongshu (RedNote)’s e-commerce capabilities.

Xiaohongshu (RedNote) "Start Your Own Store" Program（「回家開店計劃」）: New Opportunities for Individuals and Small Brands

Xiaohongshu (RedNote) has launched the "Start Your Own Store" Program in 2021 to encourage individual creators and small-to-medium-sized brands to open shops on Xiaohongshu (RedNote), an offer previously tilted towards brands and corporations with a solid fan or consumer base, offering end-to-end support from onboarding and store setup to operations. This initiative marks a major upgrade to Xiaohongshu (RedNote)’s e-commerce capabilities by simplifying the store-opening process and lowering both technical and financial barriers. Individual creators can now apply for an e-commerce-enabled "Individual Verified Account" with virtually zero entry requirements. And likewise, corporations eager to tap into Xiaohongshu's (RedNote) e-commerce capabilities but haven't yet jumped in might want to pursue "Enterprise Verified Accounts."

When users browse content (whether posts or livestreams) published by verified accounts and hence become interested in a product, they can place an order directly within the Xiaohongshu (RedNote) ecommerce platform, without needing to switch to another app or website. Through the "Product Note" (aka note showing product information), users only need to tap the product link within a post to be taken directly to the product detail page to place an order, enabling a seamless "see now, buy now" shopping experience. When a post is converted into a Product Note, a shopping bag icon appears in the top-right corner, allowing users to distinguish between regular content and commercial content. The updates introduced by the"Start Your Own Store" Program on Xiaohongshu (RedNote) not only significantly shorten the shopping journey and enhance user experience, but also help improve conversion rates for sellers, further enriching Xiaohongshu (RedNote)’s e-commerce ecosystem.

For many user groups, "Start Your Own Store" Program on Xiaohongshu (RedNote) presents a whole new set of valuable e-commerce opportunities. These include content or art creators who have built a following through consistent sharing of their work. Opening a store via this program can serve as a solid foundation for monetization. Additionally, content creators and influencers with a certain number of followers, as well as niche brands and micro-entrepreneurs with basic operational setups, could finally consider Xiaohongshu (RedNote) as a low-cost and competitive testing ground to experiment with sales and marketing, and to further scale their operations.

Users interested in participating in the "Start Your Own Store" Program on Xiaohongshu (RedNote) can go to the Creator Service Center, and simply select the option marked as “Open My Own Store” (remember to have the account verified first). During the setup process, users only need to provide the store type, distribution brands, main product categories, and upload the responsible person’s ID and contact information. A deposit is only required after reaching a certain sales threshold, and service commissions are only deducted after monthly sales exceed specific limits. Compared to the previous Xiaohongshu (RedNote) account requirements, this program's simplified registration and verification process for e-commerce and specifically individual sellers, with much faster payout cycles and greater operational flexibility.

Things to Note Before Starting E-Commerce on Xiaohongshu (RedNote)

While Xiaohongshu (RedNote) is promoting the "Start Your Own Store" initiative, personal entrepreneurs now have a low-barrier opportunity to enter the e-commerce space. However, during the operational process, especially when dealing with reviews and algorithm rules, overlooking small details or regulations could lead to traffic restrictions, risk control measures, or even account suspensions. Here's what you need to know before starting e-commerce activities on Xiaohongshu (RedNote).

Evaluating the Necessity of E-commerce Operations on Xiaohongshu (RedNote)

Although the "Start Your Own Store" Program provides creators with convenient channels for product monetization, operating content on Xiaohongshu (RedNote) does not necessarily mean opening an e-commerce store. Many brands invest heavily in content marketing in Xiaohongshu without establishing an official store there. There is a clear strategic rationale behind this approach.

Brand positioning takes precedence over sales conversion. Xiaohongshu (RedNote) is primarily seen as a platform for brand image building and word-of-mouth marketing. Through content-driven “planting grass” (aka inspiring desire to buy) and participation in trending topics, brands can enhance user awareness and favorability. If a brand already has stable offline retail channels, Taobao/Tmall flagship stores, or operates its own official e-commerce website, it may not be necessary to treat Xiaohongshu (RedNote) as a direct sales channel. Moreover, if your product's target audience does not significantly echo Xiaohongshu (RedNote)’s core user base in terms of shopping behavior and consumption preferences, jumping into e-commerce on Xiaohongshu (RedNote) might lead to misallocated resources and underwhelming results.

Therefore, for both individuals and business users, it is essential to first evaluate your brand positioning, resource allocation, and audience profile mapping before venturing into e-commerce on Xiaohongshu (RedNote). If your primary goal is brand exposure and content marketing, creating high-quality posts may prove more effective than opening a store. Only with a clear understanding of user behavior and product positioning can one develop the most optimized strategy for operating on Xiaohongshu (RedNote).

Product Sourcing for Your Xiaohongshu (RedNote) E-Commerce Store

Many new shop owners opt for a resale model by ordering products from Pinduoduo or Taobao and selling them on Xiaohongshu (RedNote). However, such a no-inventory model carries high risk on Xiaohongshu (RedNote). Shipping labels from Pinduoduo, for instance, can be easily identified by the system as originating from other third party platforms. If detected, your store may be flagged as a “no-inventory shop”, leading to penalties such as traffic restrictions. This resale model often involves duplicated tracking numbers and abnormal shipping addresses, which Xiaohongshu (RedNote) may interpret as fraudulent sales behavior. Such penalties can severely damage the reputation and visibility of your store. For individuals just starting in e-commerce, it is recommended to partner with professional and reliable sourcing vendors, choosing suppliers with flexible wholesale volumes. Actively negotiating for exclusive prices or distribution rights can help increase profit margins and ensure supply chain stability, establishing a positive business cycle and reputation in the early stages of operations.

Content Is Traffic on Xiaohongshu (RedNote)

Xiaohongshu (RedNote) is fundamentally a content-driven platform that places high value on originality and content quality. Its algorithm favors distributing traffic to posts with authentic and personalized content. Many shop owners, in an attempt to upload products quickly, may copy others’ images, text, or videos, and are strictly penalized for such "reposted content", from reduced traffic and visibility to outright account bans.Xiaohongshu (RedNote)’s system includes image recognition and text comparison algorithms to detect plagiarism efficiently. Therefore, all e-commerce related posts must undergo “re-creation”, which is not only a compliance requirement but also a strategy to earn recommendations and user trust. Individual users can apply the following practical tips:

1. Image Editing: Adjust colors, add filters or text, or use collage techniques to enhance personal brand style.

2. Video Editing: Mix multiple clips, add original voiceovers or subtitles, and create a unique narrative rhythm.

3. Copywriting: Avoid directly copying product descriptions. Instead, integrate personal experiences, usage scenarios, or opinions to make the text more authentic and persuasive.

Restrictions on How Product Could be Linked and Displayed

Xiaohongshu (RedNote) enforces strict regulations on the use of product links, with the core intent of safeguarding user experience and transaction security. Whether individual creators or brand merchants, all parties are only allowed to link products that are listed on their Xiaohongshu (RedNote) store. Embedding any external links or redirecting users to third-party e-commerce platforms such as Taobao or JD.com is strictly prohibited, as well as QR codes, promotional keywords, or redirect instructions.

Violations of these rules may result in penalties such as warnings, reduced visibility, or even permanent account bans. Consequently, when influencers collaborate with brands for promotions, their posts can typically only include a link to the brand’s main store page on Xiaohongshu (RedNote). Users must then manually search for the product within the store, which can hinder the smoothness of the shopping journey. Xiaohongshu (RedNote) offers solutions to tackle this hurdle with its official advertising tools (outlined in the section below on "Official Marketing Platforms on Xiaohongshu (RedNote) Ideal for E-commerce.") These tools amplify reach and deliver pinpoint targeting to curb traffic leakage effectively. Still, brands must commit extra ad budgets to smooth the path from initial discovery to final purchase, turning casual browsers into loyal buyers.

Advertising and Influencer Collaboration Remain Essential

In Xiaohongshu (RedNote)’s e-commerce ecosystem, while relying on organic traffic for conversions is feasible, its growth speed and scalability are limited. Since product links can only point to in-platform stores, brands must use official advertising and collaboration tools to maximize exposure and sales. To succeed on Xiaohongshu (RedNote), brands must not only operate stores within platform guidelines but also focus on collaborations with influencers and actively utilize Xiaohongshu (RedNote)’s advertising functions. By integrating paid ad traffic and content-driven traffic, brands can amplify their marketing effects. This dual approach significantly enhances both brand recognition and product conversion, making it the core driving force of modern content-based e-commerce. There are 4 official marketing channels available on Xiaohongshu (RedNote) suited for e-commerce operators:

1. Xiaohongshu (RedNote) Shutiaos (Promoted Posts)

2. Xiaohongshu (RedNote) Qianfan (Merchant backend & e-commerce support)

3. Xiaohongshu (RedNote) Pugongying (for influencer collaboration)

4. Xiaohongshu (RedNote) Juguang (Spotlight, for precision advertising)

Official Marketing Platforms on Xiaohongshu (RedNote) Ideal for E-commerce

When organic traffic plateaus, paid marketing often emerges as the logical option to maintain growth. Xiaohongshu (RedNote) provides diverse advertising and promotional tools, each equipped with distinct functions and suitable scenarios. Xiaohongshu (RedNote) Shutiao, Xiaohongshu (RedNote) Qianfan, Xiaohongshu (RedNote) Pugongying, and Xiaohongshu (RedNote) Juguang represent the primary official e-commerce channels - each differentiated by their functionalities, advantages, and intended users. The discussion below examines the appropriate users for these tools, the promotional objectives they support, practical application contexts, and an evaluation of their strengths and weaknesses.

Xiaohongshu (RedNote) Shutiao: Beginner Tools For Promotion

Xiaohongshu (RedNote) Shutiao is a self-service, e-commerce advertising product designed for entry-level users, with the main purpose of increasing exposure and engagement of Notes (equivalent to “Posts” in Facebook, a general term for published content coined by Xiaohongshu (RedNote)). Xiaohongshu (RedNote) Shutiao provides industry benchmark data such as views, likes, and follower growth to help users evaluate campaign performance.

Xiaohongshu (RedNote) Shutiao is ideal for amateur creators and small-to-medium businesses looking to improve Note's engagement at a low cost. Compared to other Xiaohongshu (RedNote) promotion tools, Xiaohongshu (RedNote) Shutiao has a much lower entry barrier in terms of e-commerce functions, but this also means stricter content quality requirements. Campaigns cannot include transactions, external redirection, or overt commercial behavior. One of the key advantages of Xiaohongshu (RedNote) Shutiao is its ease of use. Users can launch promotions directly through the app without needing complex advertising experience. The cost is relatively affordable, making it suitable for individual creators or businesses with limited budgets.

Xiaohongshu (RedNote) Shutiao can also help users test the click-through potential of their Notes by observing the ratio of exposure to reads. It can also be used to re-promote older Notes that previously performed well, helping them reach new audiences and extend their lifecycle. In these ways, Xiaohongshu (RedNote) Shutiao not only boosts Note's visibility but also supports creators in building long-term audience value.

However, moderation on Xiaohongshu (RedNote) Shutiao tends to be strict, and subpar content may lead to underwhelming campaign results. Due to its self-service nature, official support is relatively limited compared to other promotional tools. Therefore, Xiaohongshu (RedNote) Shutiao is best suited for e-commerce beginners and should not be relied on for major marketing campaigns. Brands should evaluate content quality and target audience beforehand to ensure meaningful returns from their promotion efforts.

Xiaohongshu (RedNote) Qianfan: E-Commerce Management for Small-Medium Business Owners

Xiaohongshu (RedNote) Qianfan is the official merchant backend management system provided by Xiaohongshu (RedNote) for businesses and individual e-commerce operators. It includes essential features such as store management, product management, inventory system, order processing, and logistics tracking. Sellers can handle key operations like listing products, managing orders, and withdrawing profits directly through Xiaohongshu (RedNote) Qianfan. For stores selling virtual goods, Xiaohongshu (RedNote) Qianfan also supports integration with automated delivery software, enabling automatic order fulfillment and shipment. If a product fails the content review, merchants can use Xiaohongshu (RedNote) Qianfan to view the reason for the rejection, make corrections, or file an appeal.

From a customer-facing perspective, Xiaohongshu (RedNote) Qianfan offers data monitoring and comment tracking tools to help e-commerce sellers follow traffic and conversion performance from their posts. Additionally, it supports promotional tools like coupons and discount codes, allowing merchants to expand their market and retain existing customers. In terms of customer service, Xiaohongshu (RedNote) Qianfan allows operators to send private messages with text and images, and also supports message templates, improving communication efficiency, especially useful for those managing multiple stores or handling large volumes of inquiries and sales.

Because of its robust capabilities, Xiaohongshu (RedNote) Qianfan is not open to all Xiaohongshu (RedNote) users. It’s not positioned as a mainstream paid advertising tool, but rather as a support system tailored for e-commerce needs on Xiaohongshu (RedNote) (e.g., livestream sales and product posts). It helps creators and merchants grow rapidly by distributing traffic and pushing content to consumer-intent audiences.

Xiaohongshu (RedNote) Qianfan includes built-in advertising exposure features designed specifically for e-commerce users. Leveraging Xiaohongshu (RedNote)’s rich e-commerce data and user browsing/purchasing behavior, Xiaohongshu (RedNote) Qianfan helps merchants increase brand visibility, product reach, and transaction rates, ultimately driving profitability. One of the key differences between Xiaohongshu (RedNote) Qianfan and other Xiaohongshu advertising tools like Shutiao , Juguang, and Pugongyingis that Xiaohongshu (RedNote) Qianfan implements an ad performance guarantee mechanism. If a campaign fails to meet its promotional goals, Qianfan offers compensation to the advertiser, with the amount calculated based on big data and benchmark ROI from similar campaigns.

Xiaohongshu (RedNote) Pugongying: Bridge with Content Creators

Xiaohongshu (RedNote) Pugongying is a business service system built to connect brands with high-quality content creators and influencers on Xiaohongshu (RedNote). It covers most KOL collaboration functions like brand crossovers, product seeding, and invitation to new product trials. Acting as a bridge, it helps e-commerce brands accurately find suitable partners while ensuring data transparency for mutual benefit.

One of Xiaohongshu (RedNote) Pugongying’s strengths is its curated influencer database, which includes detailed follower analysis, engagement performance, and frequency of content tags. This large and frequently updated pool of account data provides multi-dimensional promotional insights for commercial projects, enabling brands to identify the most suitable partners. In the long run, Xiaohongshu (RedNote) Pugongying's matching system can help e-commerce brands and creators jointly develop promotional highlights, or bring innovative interpretations to market promotion. Brands can use Xiaohongshu (RedNote) Pugongying to launch “grass-planting” (「種草」; a Chinese social media term for product recommendations that inspire a desire to buy) campaigns, leveraging creators' posts or live streams to promote their products. This is particularly suitable for e-commerce brands focused on high-quality partnerships, brand-building, and effective conversions.

Distinguished from public-facing data accessed by general users, Xiaohongshu (RedNote) Pugongying’s backend metrics are processed by algorithms that exclude abnormal and inactive accounts. This offers a more accurate reflection of engagement, which is directly tied to business and e-commerce value. For example, while a homepage may show a large follower count, many may be low-engagement users. Xiaohongshu (RedNote) Pugongying’s highlights the number of interactive followers in the past 30 days, helping brands make more reliable evaluations before kickstarting any KOL collaboration efforts. Xiaohongshu (RedNote) Pugongying also allows filtering by industry, regions, audience age group, content format, and includes collaboration case studies, greatly lessening the trial-and-error risk for brands. However, it’s important to note that Xiaohongshu (RedNote) Pugongying only covers influencers who have joined the Xiaohongshu (RedNote) Pugongying - some livestreamers or content creators may have yet to participate in the program.

Additionally, Xiaohongshu (RedNote)’s algorithm and weighting scheme may shift due to policy changes, so brands need to regularly verify a creator’s account status, follower engagement, and content consistency based on their own circumstances. Pricing on Xiaohongshu (RedNote) Pugongying is usually proposed by creators, with both sides being charged a service fee based on the agreed quotation. Before collaborating, brands need to carefully assess cost-effectiveness to ensure the return on investment with reference to the influencer marketing portfolio.

Xiaohongshu (RedNote) Juguang: Perfect Choice for Marketing Veteran

In the field of e-commerce operations on Xiaohongshu (RedNote), it’s common to see content creators and merchants seeking various tools to boost the exposure and conversion of their posts and products. Among these tools, Xiaohongshu (RedNote) Juguang undoubtedly stands out as one of the most comprehensive advertising solutions available.

For enterprise clients with professional e-commerce advertising capabilities, those who typically pursue high-quality content and highly customizable advertising strategies, Xiaohongshu (RedNote) Juguang is often the preferred tool. This is because it offers a wide range of ad delivery features that align well with the marketing needs of businesses that have dedicated teams and higher budgets. Xiaohongshu (RedNote) Juguang not only supports diverse ad formats like in-feed and search advertisements, but also utilizes e-commerce data-driven algorithms for real-time optimization. This enhances its conversion efficiency, enabling brands to more effectively reach their target audience.

Unlike Xiaohongshu (RedNote) Qianfan and Xiaohongshu (RedNote) Shutiao, which are more generalized or support-oriented, Xiaohongshu (RedNote) Juguang emphasizes precise e-commerce targeting and automated optimization. This ensures that ad content can maximize its reach among potential users and achieve a higher return on investment. As such, Xiaohongshu (RedNote) Juguang has become the top choice for e-commerce brands seeking precision in advertising. In the cutthroat internet arena, case studies across the board where Xiaohongshu (RedNote) Juguang’s empowers brands to propel businesses from scattershot exposure to laser-focused, enduring sales triumphs that build real loyalty.

The primary goals of Xiaohongshu (RedNote) Juguang include e-commerce data collection, user interaction, customer acquisition, and conversion. Its ad objectives cover metrics such as click-through rates, engagement volume, store visits, product purchases, private messages, and form submissions. These can all be adjusted based on the specific needs of each campaign. As the only official platform offering high-precision user and market analytics, Xiaohongshu (RedNote) Juguang benefits from Xiaohongshu (RedNote)’s accurate consumer profiling and automated advertising system. From geographic data to user interests, it helps brands effectively reach audiences with specific traits, thereby increasing exposure and conversion rates in e-commerce. Additionally, Xiaohongshu (RedNote) Juguang supports a range of conversion goals including form submissions and product orders, and offers rich data reporting across various ad scenarios like feed and search ads, providing brands with valuable insight-driven analysis reports.

A notable feature of Xiaohongshu (RedNote) Juguang is its private messaging tool, which enables brands to ask for WeChat contact information directly through private messages. This helps deepen e-commerce interaction and extend conversion beyond Xiaohongshu (RedNote) . This feature also supports A/B testing for message optimization, adding to the completeness of Xiaohongshu (RedNote) Juguang’s user interaction logic and allowing conversions to continue through external communication channels.

However, Xiaohongshu (RedNote) Juguang has a relatively high budget threshold for ad spend, recharge, and maintenance, making it more commonly adopted by large enterprises and well-known brands. For small and medium-sized e-commerce operators, it may be advisable to first gain marketing experience through Xiaohongshu (RedNote) Shutiao or Xiaohongshu (RedNote) Qianfan before upgrading accounts and ad campaigns to Xiaohongshu (RedNote) Juguang.

Summing Up

Xiaohongshu (RedNote) offers a variety of pathways for e-commerce entrepreneurship, making it accessible to both individuals and businesses. Personal entrepreneurs can start by sharing life experiences, product unboxings, or usage reviews. Through community interaction, they can build a following, then gradually explore product promotion or open a small online shop, combining passion with income. Businesses, on the other hand, can leverage the Xiaohongshu (RedNote)'s e-commerce advertising system to target specific demographics, boosting brand visibility. They can also utilize a plethora choice of collaboration models to sell products directly and expand market reach.

It's crucial to understand Xiaohongshu (RedNote)'s rules and limitations in e-commerce. For instance, personal accounts offer basic features and are suitable for small-scale experimentation; while business accounts provide advanced tools for content management and data analysis. Content authenticity and interactivity are key to attracting users. Whether it’s images with text, live streams, or short videos, the focus should always be on delivering value. Over-commercialization can lead to a loss of trust.

For content creators and small-to-medium businesses seeking official support, Xiaohongshu (RedNote) Qianfan and Xiaohongshu (RedNote) Shutiao are ideal entry tools for e-commerce participants. Xiaohongshu (RedNote) Shutiao is a self-service advertising tool that is easy to use and budget-friendly, making it perfect for SMBs and individual creators to quickly boost the visibility of their posts. WhileXiaohongshu (RedNote) Shutiao effectively increases exposure and engagement, its traffic tends to come from a broader user base, making it less precise in targeting. In contrast, Xiaohongshu (RedNote) Qianfan is designed to support e-commerce-driven growth, helping creators and merchants achieve sales-oriented goals. It also offers strategic content guidance, such as analyzing user feedback and adjusting content creation strategies. This empowers small and medium-sized operators to not only gain short-term traffic but also build a sustainable content ecosystem.

Thriving in e-commerce on Xiaohongshu (RedNote) calls for a blend of patience and sharp strategy. Let's kick things off with high-quality content, then steadily nurture your brand while forging genuine user bonds. Fine-tune operations to align with your available resources and ambitions. By committing to ongoing hustle and staying attuned to evolving market dynamics, every business owner can ultimately claim a strong foothold in this vibrant arena.

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