Technology giant Apple has expanded its retail channel in China with the opening of a store on the social media platform WeChat, according to a report by Reuters.

WeChat, which is owned by technology firm Tencent, also provides e-commerce, livestreaming and payment services.

Citing a statement by Tencent, CNBC reported that Apple has opened the store as a Mini Programme.

Chinese customers can now buy the entire range of Apple products, including the latest iPhones, through this programme.

CNBC added that customers can also access free shipping for orders made through WeChat, or some users can pay for three-hour delivery.

In addition, customers can gain access to certain Apple services, such as the trade-in programme.

Apple's expansion to an instant messaging platform comes in response to a shift in consumer shopping behaviours in China. A growing number of Chinese are turning to social media platforms such as WeChat and ByteDance's Douyin instead of seeking physical stores for shopping.

In China, Apple has been distributing products through its own stores and website, as well as on Alibaba Group's Tmall online marketplace.

In May this year, the iPhone manufacturer tried marketing its products on a livestream in the country with an hour-long show.

In the same month, Apple expanded its operation in Southeast Asia by launching its online store in Vietnam.

The company, headquartered in Cupertino, California, recorded $94.83bn in revenues in the second quarter of fiscal year 2023, a decrease of 3% year-over-year.