WeChat users can now buy luxury fashion goods through the app

China’s WeChat messaging app has begun selling luxury fashion brands through the app itself, opening a new frontier in online retailer, reported Wall Street Journal.

Among top luxury fashion brand, France’s Longchmp and Britain’s Burberry Group have already begun selling handbags and clothes on the messaging app. Whereas, Louis Vuitton and Dior brands are reportedly testing demands for their products through flash sales on the app.

“Customers have responded very well” to Longchamp’s limited handbag sales on WeChat, Jean Cassegrain, chief executive of the luxury brand, which is considering expanding its product line-up on the app told Wall Street Journal. “One way or the other, (WeChat) will significantly contribute to our sales.”

The move, to incorporate an e-retailer platform within the app, will challenge China’s dominant e-commerce player Alibaba.

The service could soon be available on WhatsApp as well, as in March, online retailer Yoox Net-a-Porter was said to be working on a technology that would allow customers to buy products directly through WhatsApp as their personal shoppers already communicate with the clients via the text-messaging service.