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Pinduoduo is a Chinese e-commerce platform that was originally based on the model of "social buying", where consumers could purchase goods at lower prices if they invited somebody else to buy the items with them. At first, individual consumers could not buy products themselves without a co-purchaser, but the platform has since expanded to allow for purchases by single customers. Pinduoduo primarily targets lower income consumers who place a great significance on value-for-money.

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