With over 28 million eCommerce stores globally and 33% of the world population shopping online, the industry is clearly growing by the day.
As competition in the eCommerce arena increases, traditional communication channels such as email, SMS, and social media are getting choked and becoming inadequate for addressing customer expectations.
What this means is that businesses need to look for more direct and impactful communication channels to effectively reach and engage their audience. And WhatsApp has recently risen as a competent and reliable alternative!
A report by WhatsApp indicates that over 50 million businesses use the WhatsApp Business app today. With an open rate of 98% and click-through rates that average above 50%, there’s no wonder the channel is gaining popularity.
But let’s take a deeper look into why e-commerce businesses are going one step further and choosing WhatsApp Business API.
Top reason eCommerce brands are using WhatsApp Business API
Here are some of the major reasons behind eCommerce brands shifting to WhatsApp Business API:
Instant, personalized communication at scale
Consumers demand quick, personalized, and efficient responses to their queries and WhatsApp has become a highly effective channel to deliver the same.
We’ve found that 72% of customers are likely to engage with personalized WhatsApp marketing messages, indicating its viability and effectiveness for communication at scale.
From product inquiries to order updates and returns, eCommerce brands can provide real-time support at scale, seamlessly on the platform with the WhatsApp Business API. Tailored messages like delivery notifications and abandoned cart reminders also help in creating a personalized experience that contributes to repeat sales.
Increased engagement rates
Compared to traditional communication channels such as SMS and email, WhatsApp boasts significantly higher open and response rates, and with the WhatsApp Business API, eCommerce brands can see a significant improvement in engagement.
We’re seeing brands get an average engagement rate of 83% using the channel.
Easy global reach
WhatsApp user base is projected to reach 3.14 billion in 2025. This indicates that the platform is easily one of the most popular and accessible communication channels today.
Irrespective of the demographic they’re addressing, most eCommerce brands are now recognizing this potential for cross-border commerce, and are using the API to reach more consumers.
Improved customer support
With the WhatsApp Business API, eCommerce brands can provide streamlined customer support through automated chatbots and quick replies, saving resources in the process.
Additionally, with CRM integrations, businesses can also track interactions, analyze trends, and personalized assistance in meaningful ways, driving faster issue resolution.
For example, Decathlon’s WhatsApp support has proven how instant communication paired with automation can enhance customer support experience significantly.
Enhanced marketing campaigns
Besides effective WhatsApp support, eCommerce brands can also use the WhatsApp Business API for targeted marketing. Brands can design campaigns with personalized offers, exclusive promotions, product launch updates, etc., that are tailored to different customer segments.
The ability to share broadcast messages to different customer segments also ensures that the right message reaches the right customer, maximizing campaign effectiveness and driving conversions.
By combining personalization with real-time engagement, WhatsApp can help brands make a lasting impression on their customers. Nivea’s success story with personalized skincare consultations on WhatsApp exemplifies this well.
Commerce features
WhatsApp Business API also enables seamless conversion of interactions into sales, with features like in-app catalogs, carousel messages, and in-app payments.
For many eCommerce brands, this is a game-changing benefit as they can offer the convenience of browsing, ordering, and paying from the same platform, thus building a streamlined customer experience.
Top 3 WhatsApp Business API examples for eCommerce
Here are a few examples of how WhatsApp Business API can be put into action for eCommerce brands:
Order updates and shipping notifications
One of the most common use cases of WhatsApp Business API for eCommerce is for sharing automated order updates and shipment notifications. Leveraging the API eCommerce brands can send real-time updates such as order confirmations, shipping alerts, and delivery notifications directly to customers.
This proactive communication streamlines the post-purchase experience and reduces a lot of “Where’s my order?” queries, by keeping buyers informed every step of the way.
Baby care eCommerce platform, All Things Baby, for example, does this by leveraging automated WhatsApp notifications to send personalized updates, keeping their customers always informed, and free of post-order anxiety.
Abandoned cart recovery
With around 70% of shopping carts being abandoned globally, the WhatsApp Business API can help eCommerce brands, combat the issue and recover lost sales through timely, personalized abandoned cart notifications.
Through clever conversational wording, enticing incentives, or psychological triggers, paired with a direct link to completing the purchase, eCommerce brands can greatly increase the chances of winning back these sales.
The Indian eCommerce platform for artisanal craft, Okhai, sets a perfect example of doing this. The brand, leveraging the WhatsApp API with Interakt was able to see a staggering 60% improvement in cart abandonment recovery.
Customer support and FAQ automation
The WhatsApp Business API can help eCommerce brands streamline their customer support with automated responses to FAQs, such as shipping details or return policies while allowing seamless escalation to human agents for complex queries. As quick responses and resolution are central to a positive customer support experience, brands have come to realize the effectiveness of WhatsApp in this regard.
One such brand that effectively uses WhatsApp Business API to offer customer support is The Indian Ethnic Co. Integration with the API through Interakt allowed the brand to perfectly align with customer needs and provide satisfactory customer service experiences consistently.
Conclusion
From seamless customer support to abandoned cart recovery and automated updates, leveraging WhatsApp Business API can open many doors for eCommerce brands. With WhatsApp’s global reach and higher engagement, paired with the benefits of the API, eCommerce brands have come to realize the opportunities the platform offers to increase their sales.
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