Xiaohongshu Technology, the Shanghai-based social media firm, expects its profit to triple to US$3 billion in 2025.

The company runs the Xiaohongshu app, or RedNote, which has 300 million monthly active users.

Recent investor updates suggest Xiaohongshu’s profit forecast is about 50% higher than Pinterest’s 2024 earnings, and ahead of Snap, which has not yet reported a profitable year.

Xiaohongshu has expanded ecommerce through partnerships with Alibaba and JD.com, and was recently valued at US$31 billion.

The company, still privately held and backed by HSG and Alibaba, is moving toward a possible public listing.

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🔗 Source: Bloomberg

🧠 Food for thought

Implications, context, and why it matters.

Social commerce integration drives substantial merchant growth beyond traditional advertising

Xiaohongshu’s profit surge reflects its successful evolution from a content platform to an integrated social commerce ecosystem that directly connects user engagement to sales. The platform achieved a remarkable 436% year-over-year growth in small and medium-sized business transactions, demonstrating how its community-driven approach translates into measurable commercial results. This merchant growth significantly outpaces traditional social media platforms that rely primarily on advertising revenue, as Xiaohongshu’s model allows businesses to sell directly through user-generated content and recommendations. The company’s focus on authentic user reviews and lifestyle content creates higher purchase intent compared to traditional social media advertising, with users spending an average of 27 minutes daily on the platform engaging with product-focused content.

International expansion strategy maintains unified platform approach despite regulatory complexities

Xiaohongshu’s growth to 376 million monthly active users by early 2025, up from 300 million reported in the original funding discussions, shows continued momentum beyond China’s domestic market. The platform’s expansion into Southeast Asia demonstrates significant traction, with 2.8 million users in Indonesia alone experiencing 150% year-over-year growth. Unlike competitors who create separate international versions, Xiaohongshu operates a unified global platform with AI-powered translation features, simplifying operations while reducing regulatory risks across different markets. This approach allows the company to leverage its core strength in community-driven commerce globally, while its domestic success provides the financial foundation for international scaling efforts.

Recent Xiaohongshu developments

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