Pinduoduo is one of China's leading social eCommerce platforms and holds the second spot in China for all eCommerce. Their target audience is lower middle-class consumers. Its user experience is anchored around browsing and interactions and centers on a recommendation feed, instead of the more conventional deliberate, search-based discovery model. It encourages consumers to form "teams" of at least two to get a lower price. Users enjoy an interactive and enjoyable experience shopping on their app by integrating games and social interaction.