Mobile payment portal allows a connection with customers during a purchase. This is also great for targeting customers and bringing them customized product recommendations, improving brand recall and sales.

Alipay would be willing to pay a premium for quality assurance and better service, pushing the market towards the B2C end.

The key in driving sales in this era is by heightening the experience of the consumer, providing them the right user experience and flow which in turn help in seamless online transactions in a matter of a few clicks. Integrating WeChat Pay into it’s WeChat store provide better optimisation and convenience for the customers. Customers that are comfortable and happy navigating through the interface, is more likely to make a purchase.

Alipay has a wide variety of financial services integrated, such as money market investing (Yu’e Bao), insurance services (ZhongAn), credit rating services (Sesame Credit), personal credit lines (Ant Micro Loan), and online banking (MYbank).

WeChat Pay enhance their digital presence through new doors and offer consumers a more reliable and simple way to indulge in online transactions through the comfort of mobile applications. WeChat is growing its user base exponentially and the addition of the WeChat Pay available in WeChat stores of the brands is expected to boost sales rapidly for brands.

Alibaba stands to gain as an increasing number of users completing transactions using its mobile payments platform Alipay. While Alibaba's market share in the mobile commerce market and B2C can be impacted by rising competition from JD.com, the ubiquity of Alipay in China enable the company to generate higher revenues in the long term. Alipay has more than 350 million registered users in China and is used by consumers in more than 40,000 Chinese supermarket outlets.

ELEME Inc. is a platform that offers online food delivery service that was founded in 2008 by Mark Zhang and Jack Kang in Minhang Campus of Shanghai Jiao Tong University

Ele.Me claims to have 40 million users and $9.25 million in daily transaction value of which more than 98% come from mobile devices. If Alibaba eventually integrates Ele.Me in its own platform, making Alipay the default payment option, it can gain from an increasing number of users for Alipay. Food delivery is an important vertical segment of the O2O platform and will be a key driver of digital payments in future. Alibaba’s strategic investment in Ele.Me ensures that it is investing in this long term growth opportunity.