WhatsApp e-commerce

WhatsApp, much more than a form of direct communication with users. WhatsApp e-commerce

Everyone knows the usefulness of WhatsApp for companies, mainly to manage their communication and information channels with customers. This use is being implemented in many companies because of the facilities it provides to users, who in real time can make a query in an agile way and through a medium that they handle well. It is also true that the approach that is being taken at the moment, in general, is quite poor in its development. In the best of cases, we find operators attending to a customer query and managing the history of the customer’s conversation; but few companies are making progress in this development by integrating the history and knowledge of the customer with their CRM, or with marketing process automation tools.

We have to think that the user who communicates by WhatsApp as a preference over other means such as calls, is a user with special particularities. He wants to go directly to some questions, he has little time, today he starts a conversation, but maybe it takes two days to answer, in short, he manages his needs based on a decision making process that can be extended in time and in which the user has all his conversation history and questions in his WhatsApp channel. Understanding these particularities regarding this channel of communication with the user opens up many possibilities for new approaches to be made to the user through this channel.

WhatsApp ecommerce a reality that comes with force.

WhatsApp, understood as a new communication channel, is also a new channel for closing a deal, selling a product, customizing a service, etc.

Today’s technology allows us to automate processes to streamline sales processes fully integrated with the systems.

Let’s imagine the following scenario of a possible purchase in an ecommerce in which the user, after having visited the page has some questions to ask and for this he chooses the WhatsApp channel. There are many advances that allow us to automate this in a very interesting way and in which solving the doubts we start a process of offering the product/service in which the user showed interest in an agile way: “let us see if we have it in stock”, do you indicate us your size?”. If we have done a good implementation we will have connected our WhatsApp with our e-commerce to show stocks, different colors, etc. to the user in real time, including product photos and description of the product.

The user will be able to decide very quickly if he/she wants to make the purchase at that moment or not.

Let’s imagine that the user, for whatever reason, at that moment does not decide to go ahead with the purchase. We know that he/she had that size, was interested in that color and that specific product. That information should be integrated with the system that the company uses to automate various marketing actions to close the sale at a later time.

Now let’s imagine that the user decides to go ahead. Through the integration with the portal, we will provide the user with a link to the shopping cart on the portal, where their selection is already made for them to proceed to checkout. Being fully integrated, the purchase generates variation in the stock of the product purchased.

In this case, we have exposed an example in which the user initiates the way to contact and therefore initiate the conversation by WhatsApp with the store. If we have done a good management we will have collected the specific WhatsApp e-permission of our customer to be able to communicate with him. In this way we will be able to communicate with the customer at another time, taking the initiative of the conversation to be able to show him discounts, opportunities, etc. (marketing campaign).

Meta has already announced its imminent deployment of the ability to pay in an integrated way within WhatsApp through its own payment system. At the moment it has launched it in India and Brazil but it will gradually be deployed worldwide. More info. here: https://www.whatsapp.com/payments/br?lang=es

While it is true that Meta (WhatsApp) does not provide the integrated payment experience yet in the WhatsApp channel, it is also true that we do not need it for the user experience to be very good through a bot mounted on WhatsApp with full integration with ecommerce.

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