白底 1:1 主图 for 微信小店 + 视频号小店

微信小店 + 视频号小店 主图 spec, mapped to Mainland reality

WeChat commerce has gone through three generations in six years, and the current surface is split between 微信小店 (the original Mini Shop, shop.weixin.qq.com) and 视频号小店 (Video Channel Shop, channels.weixin.qq.com/shop), with the Video Channel storefront now the primary 2025–2026 commerce gravity point because it bridges livestream, short-video, and product listing inside a single super-app flow. The image rules are broadly shared: 主图 is 1:1 square, product galleries carry up to 9 main images plus 20 detail images, each detail image maxes at 10 MB and 1:1, and images that exceed 1:1 on the main slot get auto center-cropped on the product card. What WeChat does not publish is a pixel-exact floor in the way Amazon enforces 1000 × 1000 for zoom; practical convention, inherited from TMall, JD, and Douyin, lands at 500 × 500 as a floor, 800 × 800 as the basic display target, and 1080 × 1080 to 1200 × 1200 as the comfortable retina sweet spot that reads cleanly on modern WeChat mobile clients.

The layer that separates WeChat commerce from WhatsApp and Kakao is the Mainland Chinese regulatory overlay. Opening a 微信小店 requires a commercial registration (营业执照) and an ICP filing (互联网信息服务许可证); restricted-category products require brand authorization (品牌授权) letters, and those authorisations surface directly in image moderation — an unauthorised brand logo visible in frame is a take-down trigger. Chinese Advertising Law (广告法) bans image overlays containing superlatives — 最, 第一, 顶级, 最佳, 国家级, 最优 and similar claims — and moderation on Tencent's side is image-aware, so a 主图 that uses a promotional banner containing 最 or 第一 gets pulled even when the rest of the image is compliant. On top of that, prohibited categories extend beyond Meta's global list: tobacco and alcohol advertising, gambling, cryptocurrency, political and religious content, medical claims without permits, and pyramid-scheme (MLM) arrangements all trigger rejection. The preset produces master images at the white-background 1:1 1080 × 1080 spec the platform expects; the 广告法 compliance layer is a copy and category decision that runs in parallel, but the image pipeline stops being the bottleneck.

Why 白底 + 1:1 + 1080 beats the marketplace-strict approach on WeChat

A marketplace-strict white-cyc approach (pure RGB 255/255/255, 85 % frame-fill, JPEG at quality 92, 2000 × 2000) technically works on WeChat but wastes pixels the platform never serves at full resolution. The actual WeChat surfaces — 朋友圈 share preview, product card, Video Channel cover crop, livestream thumbnail — all sample from the same 1080 × 1080 master at retina mobile sizes. Shipping at that canvas with a clean 白底 hits the visual ceiling the surface can display, keeps the file under the 10 MB cap with room to spare, and matches the convention Chinese buyers have been trained to expect across TMall, JD, and Douyin. The efficiency compounds across a 100-SKU catalog refresh.