It's being reported today that Apple launched an online store on Tencent’s WeChat messaging app in China today, as the iPhone giant steps up the expansion of its retail channels in one of its most important markets. Apple’s WeChat store is in the form of a Mini Program.

WeChat is China’s biggest messaging platform with over 1.2 billion users. It is often referred to as a “super app,” because it goes beyond just instant messaging. Users can access so-called “Mini Programs,” which are effectively apps within WeChat. That means users don’t need to download loads of different apps, but can instead access all the services they need from within WeChat.

Users can purchase the full line of Apple products including the latest iPhone 14 range through the Mini Program, Tencent said in a statement. Orders via WeChat are eligible for free shipping, and some users can pay for three-hour delivery.

Tencent said that customers can also access some other Apple services, like the trade-in program.

Apple tightly controls its retail channels, but has been ramping up its presence on China’s biggest internet platforms over the past few years. Apple has an official store on Tmall, the e-commerce site operated by Alibaba. Meanwhile, JD.com, China’s second-largest online retailer, is an official reseller of Apple products. For more, read the full CNBC report.