With more than 535.8 million active monthly users in India, WhatsApp is the country’s most preferred messaging app. The platform started out as a simple messaging app, and now is ready to take over the Indian e-commerce platform by storm!
Why so? Because we Indians love to chat. Through chit-chats, talks and conversations, we tend to communicate with one another and build connections.
And in today’s times, something as minute as having a conversation can spark a revolution for online businesses in India.
Enter, WhatsApp E-commerce!
In 2024, WhatsApp Shopping emerged as a game-changer, offering a seamless and personalised shopping experience to Indian consumers.
Thus, in this blog, we’ll explore how WhatsApp is revolutionising e-commerce in India.
Ready to explore the future of online shopping?
Let’s step right in.
WhatsApp to WhatsApp Business –
The Transition
It was in the year 2009 that WhatsApp was founded, as a simple messaging app for individuals. The app offered end-to-end encryption features and privacy for users. This was while social media was still new. And people were trying to understand the evolving landscape of online communication. They were still searching for secure and reliable ways to stay connected with friends and family.
In stepped WhatsApp.
WhatsApp had unique features which were kind of similar to the standard sms. However, the features were much better, which hooked people.
Companies were quick to recognize the popularity of the platform among users and started incorporating their brand presence into the app. They saw the potential to engage directly with customers, using WhatsApp’s features to offer personalised support, updates, and even promotional content.
Fast-forward to 2018, and WhatsApp launched WhatsApp business. This was a separate app which was made exclusively for businesses to communicate with their customers and vice versa. And some of the features were attractive for businesses – send messages to 256 contacts at a time, send automated messages like payment confirmations, order tracking, delivery updates and quick replies, add labels to filer customers and also showcase their products and services as a catalogue.
This launch wasn’t just a minor upgrade—it was a game-changer. For the first time, businesses had a direct and personal line to their customers’ pockets.
Whether it was a local bakery sending out a fresh batch alert or a boutique showcasing their latest collection, WhatsApp Business transformed the way brands interacted!
Conversational Commerce with WhatsApp
Conversational commerce is the way businesses sell to their customers through using natural conversations like chatbots, AI tools and even voice bots on social networks.
Thus, similarly for WhatsApp, there are two ways businesses can benefit from conversational commerce here.
1. WhatsApp Business for Commerce
This type of WhatsApp business is free to use for businesses. It allows businesses to connect to their customers and sell to them through using live conversations.
A WhatsApp Business account can be used by only 4 people at a time, and offers features like quick replies, product catalogues and automated notifications. However, since the feature suit is limited, only small businesses can benefit from it.
2. WhatsApp Commerce API
If businesses want to tap into the full power and potential of WhatsApp business, then WhatsApp API is the way. Businesses can opt for a third-party WhatsApp Business Solution Provider to access the WhatsApp Commerce API, unlocking advanced features tailored for larger enterprises.
This API allows businesses to manage high volumes of customer interactions, integrate with CRM systems, and automate processes like order confirmations and customer support.
Why WhatsApp is Perfect for E-Commerce in India
In 2024, WhatsApp seems to be perfect for conversational commerce in India.
According to data from Future Market Insights, the global conversational commerce market was valued at USD 5.3 billion in 2021 and is expected to reach USD 26.3 billion by 2032. Thus, when you look at India’s rapid adoption of WhatsApp, one can imagine the significant contribution the country will have in these numbers.
Also, Indians tend to spend more time on WhatsApp than people from other countries.
Time spent by users on WhatsApp in India & other countries
Source: Hootsuite
Below are some primary reasons why WhatsApp is ideally suited for businesses here.
1. Massive User Base
WhatsApp is the most widely used messaging program in India, with about a billion users. Its wide audience makes it the perfect platform for companies looking to engage with clients. And there is no need for extra downloads because WhatsApp is pre-installed on the majority of handsets, unlike specialized e-commerce apps.
2. Ease of Use
We Indians love simple things. Thus, WhatsApp has a simple interface which appeals to a wide user base. This even includes people who aren’t tech savvy. This ease of access makes it appealing for users from both rural and urban areas to use WhatsApp which helps bridge the digital gap.
3. Personalised Interaction
Unlike traditional e-commerce websites, WhatsApp offers a human touch. Through features like chats and voice messages, businesses can provide personalised recommendations, address customer queries, and build trust. These are some elements that are crucial for the Indian market.
4. Integrated Payments
WhatsApp has an integrated payment feature called WhatsApp Pay. With WhatsApp Pay, transactions are not only seamless but also highly secure.
This offers a frictionless experience for both customers and businesses. By integrating payments directly into the chat interface, WhatsApp eliminates the need for users to switch between multiple apps or websites to complete their purchases.
5. Direct Communication
One of the most sought-after advantages of WhatsApp for Indian e-commerce is its ability to facilitate direct, one-on-one conversations between businesses and customers.
Indian consumers don’t connect with the formal, transactional dialogues offered by traditional e-commerce platforms.
WhatsApp fills this gap by facilitating a more private and customized buying experience. Real-time support, product recommendations, and question-asking by customers fosters a sense of connection and confidence.
Key Features of WhatsApp Shopping
WhatsApp shopping seems to have it all. It helps to streamline purchases, enabling an end-to-end buyer journey.
From browsing product catalogs to engaging users for repeat purchases or recovering abandoned carts, WhatsApp brings every touchpoint together in one seamless platform.
Also recently, Meta, the parent company of WhatsApp, launched WhatsApp cloud API, which allows businesses to use WhatsApp API to avail business automation features.
Below are the three points where WhatsApp comes in useful for the entire buyer’s journey, starting right from pre-purchase, during-purchase and even post-sales.
1. Pre-Purchase
When a customer contacts your brand for the first time, that is their entry point. By including a call number or a call-to-action button on your website or social media accounts, you may take advantage of this. This informs the client that they can message you on WhatsApp.
Try to have a persuasive CTA that makes the user want to connect with you. Go beyond a generic “Contact Us” message and try to use language that highlights the value they’ll gain by reaching out—such as “Chat with us for exclusive offers” or “Get instant support on WhatsApp.”
This will encourage users to connect with you and also set the stage for meaningful interactions.
2. During-Purchase
Once your customer lands on your WhatsApp, the second stage of the buyer’s journey begins. And WhatsApp has made this part of the buyer’s journey seamless through various key features.
Business Profile
Businesses can create their own business profile that includes details like business description, location, website and email ID.
Businesses can also have a verified business account that lets customers know that they are authentic.
WhatsApp Business Directory
Remember the old yellow pages? Well, WhatsApp did just that with their business directory. This feature allows businesses to browse different local shops and businesses.
Automated messages
The WhatsApp Business app also lets businesses create a custom greeting message to welcome users when they start a conversation or after 14 days of inactivity. Companies can use this message to share key details about their business.
Contact Labels
Companies on WhatsApp can also organize and tag their contacts for easy grouping and seamless management.
Message Stats
The WhatsApp Business app offers basic tracking metrics like texts sent, delivered, and read. This helps businesses assess their account’s performance.
Facebook Shops Integration
Facebook Shops lets you create customized shopping experiences for businesses, fully integrated with the Facebook app. Companies can connect with potential customers and showcase their products or services directly through their WhatsApp store.
Catalogues and Collections
Catalogues allow businesses to showcase products, making it easy for customers to browse and purchase. Each product can include details like price, description, and item number.
In October 2021, WhatsApp also introduced a section called “Collections,” enabling businesses to group related products into categories for easier navigation.
Interactive Messages
Businesses can also use the interactive messages option on WhatsApp to make browsing for customers even simpler.
WhatsApp Payments
What if your customers could pay directly from your WhatsApp account? Well, WhatsApp even has a payments feature. However, this feature is only available in countries like India, Brazil, and the United States.
3. Post-Purchase
WhatsApp even caters to post-purchase support for customers. Certain post-purchase processes like refunds, cancellations and even order tracking can be taken care of by WhatsApp chatbot.
Businesses can also build their own chatbot through WhatsApp API and program it to perform certain actions like responding to inquiries, taking feedback, performing polls or even assisting customers if they face problems after their purchase.
How WhatsApp Shopping Benefits Businesses in India
WhatsApp shopping in India can offer businesses a plethora of benefits. Let’s find out how.
Post-Purchase
Setting up a WhatsApp Business account is free, making it a cost-effective solution for small and medium-sized businesses (SMBs).
Unlike traditional e-commerce platforms that charge commissions or setup fees, WhatsApp allows businesses to operate with minimal investment.
Improved Customer Engagement
WhatsApp has a conversational nature which allows different businesses to engage with their customers in real time. Businesses can share updates, new product arrivals and even follow-ups on abandoned carts. This helps to create a personalised and interactive experience.
Wider Reach in Rural Markets
WhatsApp has a conversational nature which allows different businesses to engage with their customers in real time. Businesses can share updates, new product arrivals and even follow-ups on abandoned carts. This helps to create a personalised and interactive experience.
Boosting Trust Through Direct Interaction
We Indians thrive on trust when it comes to choosing a brand. Remember Amul, and how we all Indians love to swear by it? Thus, trust is a huge factor when it comes to online shopping. This is where WhatsApp has managed to hit the mark. They allow sellers to directly interact with customers, answer questions and even share certain product demos. This ultimately creates a sense of reliability among customers.
Final Thoughts
WhatsApp shopping isn’t just a trend, it’s a shopping revolution in India. It has a massive user base, is convenient and easy to use, and offers various personalization capabilities which other traditional platforms cannot match.
And although there are challenges to overcome, the potential of WhatsApp shopping is undeniable. And as technology evolves and consumer expectations grow, WhatsApp is poised to become an integral part of India’s e-commerce future. Thus, for businesses, embracing this platform is no longer an option—it’s a necessity.
By harnessing the power of WhatsApp Shopping, Indian businesses can not only reach more customers but also build stronger, more meaningful relationships.
The future of e-commerce in India is conversational, and WhatsApp is leading the way forward.
