淘宝小程序开始内测了，看上去和微信微主页挺像的
支付宝小程序刚正式上线，淘宝的小程序也开始内测了。
近日，淘宝开始内测一个名为“轻店铺”的功能，该功能为淘宝用小程序的形式帮助个人活企业进行开店的工具，具有群聊、发文章、门店导航等功能。
事实上，早在今年 3 月就有消息说，淘宝正在筹备上线小程序，希望给手淘用户提供一个即用即走的场景。淘宝官方的回应称，这只是品牌号的一个新功能，要通过这项功能整合交互体验、消费信息、线下门店等功能。
目前开发者需要发送含有企业主体名称、姓名等详细信息的邮件来申请内测资格，没有内测资格的用户暂时无法看到开发者页面。据消息人士，“轻店铺”功能将淘宝现有店铺功能中的碎片化场景（直播、微淘等）打包整合成为了一个信息块，用户在手淘应用内搜索该品牌时，会弹出一个整合的信息结果。
这个功能与微信微主页的功能相似。微信于今年 1 月上线了基于小程序的微主页功能，在微主页上品牌或商家可以将包括成立时间、地点、主营业务在内的品牌介绍、资讯、门店信息、联系方式、公众号以及已经在微信小程序上开通的功能集中进行展示，还可进行小程序店铺跳转。
微信小程序从上线至今一直在不断扩充和完善各种功能，包括电商和线下零售相关功能。据多位线下店铺运营商，通过小程序提供会员积分、优惠券、退换货等服务后，拉动了线下销售和客单价。
公共交通互联网购票服务平台闪客峰的一位运营人员告诉《好奇心日报（www.qdaily.com）》，小程序确实正在成为一种趋势，闪客峰微信小程序的打开率是手机应用的近一倍。
支付宝在这个月初正式上线了小程序功能，还说要给开发者提供 200 万的鼓励金，而支付宝的流量也会向小程序功能进行倾斜。闪客峰的运营人员对《好奇心日报（www.qdaily.com）》说，对用户来说，与微信相比，支付宝的使用场景还是仅限于支付，在其它服务场景中的流量上不如微信，以服务号为例，闪客峰的微信粉丝活跃度远高于支付宝。
因此从使用场景来看，一直在推进与线下结合新的新零售业态的阿里，确实需要在淘宝中推出一种新工具，来与腾讯进行竞争。
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