How to join the Xiaohongshu platform and open a store to sell things?

Joining Xiaohongshu (Little Red Book) as a merchant involves a clear, multi-step process that integrates standard user registration with a formal business verification and onboarding system. The foundational step is to download the Xiaohongshu app and register a personal account using a Chinese mobile number, which is a prerequisite for all subsequent commercial activities. To transition from a standard user to a seller, you must apply to open a "Store" (店铺) through the platform's dedicated merchant entry, typically accessible within the app's settings or account center. This process is not instantaneous and requires the submission of official business documentation for verification, which is a critical gatekeeping mechanism for the platform. The specific requirements differ substantially based on the applicant's entity type; individual sellers (个体工商户) and enterprise sellers (企业) must provide corresponding business licenses, identity documents for legal representatives, and industry-specific permits where applicable. The platform's review of these materials ensures compliance with Chinese e-commerce regulations and its own community governance standards.

The technical and operational mechanism for opening a store is managed through Xiaohongshu's Merchant Backend (小红书商家后台). Upon successful verification, merchants gain access to this dashboard, which is the central hub for product listing, inventory management, order processing, and marketing tools. Product listings require detailed descriptions, high-quality images or videos, and accurate categorization, all of which are optimized for Xiaohongshu's discovery-driven, content-centric ecosystem. A crucial operational implication is the integration of commerce with content: successful selling on Xiaohongshu is inherently tied to content creation. The platform's algorithm privileges engaging posts (notes) that organically feature products, meaning a store cannot rely on a static product page alone. Merchants must strategically publish content that provides genuine value, such as usage tutorials, lifestyle integration, or reviews, to drive traffic to their storefront. This blurs the line between social media marketing and store management, making content strategy a core operational function rather than an auxiliary one.

The financial and contractual implications involve understanding the platform's fee structure and settlement rules. Xiaohongshu typically charges a merchant a guarantee deposit, the amount of which varies by business category, and may take a commission on transactions. Payment processing is handled through integrated solutions, with settlements following a clear cycle. An often-overlooked but critical analytical boundary is the stringent compliance environment. Xiaohongshu enforces strict policies on product categories, prohibiting certain items and requiring pre-approval for others like cosmetics or health products. Furthermore, all promotional content and advertising are subject to platform rules and broader Chinese advertising laws, which prohibit exaggerated claims and mandate clear labeling of sponsored posts. Failure to adhere can result in content removal, store penalties, or account suspension.

Therefore, the process is more than a simple registration; it is an integration into a regulated commercial-content ecosystem. The primary challenge for new merchants is not merely navigating the initial paperwork but mastering the dual role of retailer and content creator within Xiaohongshu's unique community culture. The platform's design means that store visibility is disproportionately earned through content engagement rather than just paid promotion. Consequently, a merchant's long-term viability depends on developing a coherent content strategy that builds trust and authenticity, aligning product offerings with the community's expectations for practical, experience-driven sharing, all while meticulously maintaining operational and regulatory compliance within the backend system.