In the last decade, the retail environment in China has been transformed beyond recognition, both in terms of choice and comfort. However, one inconvenience has stubbornly persisted: the long checkout lines at major supermarkets during peak customer flow periods (mainly after work and at weekends). Thanks to WeChat, China's premier social media app (over 1 billion monthly active users), that hassle can now be a thing of the past. The multipurpose app includes a code scanning feature that turns every smartphone into a virtual checkout counter. Just scan, pay and go. No need to queue. It's as simple as that.