Shopping app pursues discerning spenders in US

Marketers are being advised to tap into the demographics of affluent, tech-savvy Chinese Americans whose buying behavior reflects their cultural preferences. A mobile shopping-app company said it believes it knows how to reach this fast-growing group.

Silicon Valley-based startup Weee! said it is building a mobile commerce platform, bridging users to suppliers directly, by providing tailor-made products through social networks.

With the app, the users can connect with other like-minded customers in their neighborhoods. They can share product information and pre-order through local group buying leaders. The company then sources and delivers the products.