RedNote Is Writing the Social Commerce Playbook Europe Hasn't Opened Yet Xiaohongshu has over 300 million monthly active users, a proven model for turning lifestyle content into purchasing decisions, and a track record of shaping real-world consumer behaviour in European cities — without even trying to. European founders building in social commerce have a shrinking window to establish defensible positions before Chinese platforms arrive in force. ## What happened in China Xiaohongshu — known outside China as RedNote — was founded in 2013 by Miranda Qu and Charlwin Mao as a platform where young Chinese women shared shopping tips and travel notes from abroad. Thirteen years later, it has over 300 million monthly active users, a 56% monthly usage rate, and 240 million monthly active users in China alone. It is no longer a niche community. It is a cultural infrastructure layer sitting between search, social media, and e-commerce…