Before revision:  Such platforms embed shopping experiences within IM apps, e.g.  WeChat, WhatsApp, where real-world friends post and recommend products from the platform in IM group chats and quite often form lasting recommending/buying relationships.
After revision:  Such platforms embed shopping experiences within IM apps, e.g. , WeChat, WhatsApp, where real-world friends post and recommend products from the platform in IM group chats and quite often form lasting recommending/buying relationships.