The monetization models of mini-programs (advertising, paid services, e-commerce)

Author：Chuan Chen 阅读数：35466人阅读分类：微信小程序

WeChat Mini Programs, as a lightweight application form, have quickly become a focal point for businesses and developers due to their no-download, use-and-go nature. Their monetization models primarily revolve around advertising, paid services, and e-commerce, each with unique applicable scenarios and implementation methods.

Advertising Monetization

Advertising is one of the most common monetization methods for Mini Programs, especially suitable for tool-based or content-based programs with large user bases. WeChat provides various ad components that developers can flexibly embed.

Banner Ads

Typically displayed at the bottom or top of a page, suitable for long-term exposure. Code example:

// Add the ad component in the wxml file  
<ad unit-id="your-banner-unit-id"></ad>

Rewarded Video Ads

Users receive rewards (e.g., game revives, unlocked content) after watching the full video. Implementation:

// Create a rewarded video ad instance  
const videoAd = wx.createRewardedVideoAd({  
  adUnitId: 'your-video-unit-id'  
})  

// Listen for user closing the ad  
videoAd.onClose(res => {  
  if (res && res.isEnded) {  
    // Grant reward  
  }  
})

Interstitial Ads

Full-screen ads displayed during page transitions, suitable for high-frequency usage scenarios:

// Call at the appropriate time  
const interstitialAd = wx.createInterstitialAd({  
  adUnitId: 'your-interstitial-unit-id'  
})  
interstitialAd.show()

Operational Tips:

Ad placement should feel natural to avoid disrupting user experience.
Optimize ad frequency based on user behavior data.
Match ad types to content scenarios (e.g., rewarded videos for games).

Paid Models

Paid models are suitable for Mini Programs offering professional services or exclusive content, mainly including the following forms:

Subscription Membership

// Call the WeChat Pay interface  
wx.requestPayment({  
  timeStamp: '',  
  nonceStr: '',  
  package: '',  
  signType: 'MD5',  
  paySign: '',  
  success(res) {  
    // Activate membership privileges  
  }  
})

Typical Scenarios:

Knowledge payment: Dedicated courses for members of "Get" Mini Program.
Tool-based: VIP features of CamScanner.
Content platforms: Zhihu's Salt Selection membership.

One-Time Paid Features

// Feature unlocking example  
function unlockFeature() {  
  if(user.vipStatus) {  
    // Execute VIP feature  
  } else {  
    wx.navigateTo({  
      url: '/pages/payment/index'  
    })  
  }  
}

Pricing Strategies:

Time-based fees (weekly/monthly/annual passes).
Feature-based fees (e.g., filter packs in Photoshop Mini Program).
Tiered pricing (basic/pro/enterprise editions).

E-Commerce Models

E-commerce Mini Programs can directly generate transaction revenue, the most straightforward monetization method.

Self-Operated E-Commerce

Complete transaction flow implementation:

// Shopping cart checkout  
function checkout() {  
  wx.cloud.callFunction({  
    name: 'createOrder',  
    data: {  
      items: cartItems,  
      address: selectedAddress  
    },  
    success(res) {  
      wx.requestPayment(res.result.paymentParams)  
    }  
  })  
}

Key Components:

Product management system.
Order processing flow.
Logistics tracking interface.
After-sales service system.

Platform Commission Model

// Platform commission calculation  
function calculateCommission(orderAmount) {  
  const rate = 0.05 // 5% platform commission  
  return orderAmount * rate  
}

Examples:

Meituan Takeout Mini Program charges merchants a commission.
Weimob Mini Program takes a cut of transaction volume.

Social E-Commerce Features

// Group buying implementation  
function createGroupBuy() {  
  wx.cloud.callFunction({  
    name: 'createGroup',  
    data: {  
      productId: '123',  
      expireTime: Date.now() + 86400000 // Expires after 24 hours  
    }  
  })  
}

Innovative Models:

Live-streaming sales (e.g., JD Mini Program).
Community group buying (Meituan Youxuan).
Referral rewards (Yunji Weidian).

Hybrid Monetization Strategies

Mature Mini Programs often adopt a combination approach:

Advertising + Paid Combo

Tool-based Mini Program case study:

Free basic features + ads.
Pay to remove ads and unlock premium features.

E-Commerce + Membership Combo

// Membership discount calculation  
function applyDiscount(price, isVIP) {  
  return isVIP ? price * 0.9 : price  
}

Implementation Examples:

MissFresh Mini Program: Members enjoy exclusive discounts.
NetEase Yanxuan: Paid members get free shipping.

Data-Driven Monetization Optimization

Improve monetization efficiency through data analysis:

User Tiering

// User value analysis model  
function analyzeUserValue(user) {  
  const score = user.activityScore * 0.6 +   
               user.paymentScore * 0.3 +  
               user.socialScore * 0.1  
  return score > 80 ? 'High-value' : 'Regular'  
}

A/B Testing Framework

// Ad placement testing  
const adVariants = {  
  A: { position: 'bottom', frequency: 3 },  
  B: { position: 'inline', frequency: 5 }  
}  

function getAdConfig(userId) {  
  // Group by user ID hash  
  return adVariants[userId % 2 === 0 ? 'A' : 'B']  
}

Balancing Compliance and User Experience

Monetization design must adhere to bottom lines:

Advertising Guidelines

Special qualifications required for medical/financial ads.
Must not force users to click ads.
Clear "Ad" labeling.

Payment Transparency Principle

// Clear payment prompt  
function showPaymentConfirm(price) {  
  wx.showModal({  
    title: 'Confirm Purchase',  
    content: `Proceed to pay ${price} yuan for this feature?`,  
    success(res) {  
      if (res.confirm) proceedPayment()  
    }  
  })  
}

Key Technical Implementation Points

Payment System Integration

// Complete payment flow  
function unifiedPayment(orderNo, amount) {  
  wx.login({  
    success(res) {  
      getPaymentParams(res.code, orderNo, amount).then(params => {  
        wx.requestPayment(params)  
      })  
    }  
  })  
}