WhatsApp eCommerce customer journey: Strategies, chatbots and best practices

WhatsApp isn’t your average messaging app. According to Statista, as of March 2025 it has 3 billion active monthly users.

That reach, plus app-like interactions, is why brands often see 90-99% open rates and 20-60% conversion lift in competitor case studies. WhatsApp’s own case studies show 66% of customers make a purchase after interacting with a brand on WhatsApp.

Source: Infobip CX Maturity in retail report

A critical channel for customer interactions, WhatsApp enables eCommerce businesses to connect with customers in a more personal, immediate, and conversational way.

What is WhatsApp eCommerce?

WhatsApp eCommerce is the selling, supporting, and driving loyalty through conversational experiences in WhatsApp. For an eCommerce business, chatting with customers has rapidly become the norm, and consumers increasingly expect to have 24/7 access to support, whether through a chatbot or a live agent. WhatsApp Business Platform is a solution for eCommerce businesses that empowers them to engage customers throughout their shopping journey. 

With WhatsApp, businesses can:

• Boost sales by facilitating purchases
• Enhance customer support with automated interactions and chatbots
• Elevate marketing efforts through targeted campaigns

Let’s further break this down by looking at the benefits of using WhatsApp eCommerce:

1. Global reach:

• Flexible marketing channel: WhatsApp offers a wide range of use cases for marketing so that eCommerce businesses can improve engagement and make the most of every interaction.
• Optimize with WhatsApp lead generation processes: The Infobip platform enables targeted Facebook and Instagram ads that open WhatsApp conversations, guiding potential customers through their journey in one chat for higher conversion rates and smoother eCommerce experiences.

2. Novelty:

• Deliver a modern, chat-first shopping experience that differentiates your brand and feels native to how customers already communicate.

3. High open and click-through rates:

• WhatsApp’s high engagement helps more shoppers see and act on your messages, improving campaign performance and ROI across the funnel.

4. Streamlined product discovery:

• Better eCommerce customer experience: WhatsApp for eCommerce enhances customer experience by enabling tailored customer journeys and convenient interactions based on individual needs and behaviors.

5. Real-time assistance:

• Higher agent efficiency: Automation can reduce agents’ workload by handling FAQs and repetitive questions, allowing them to focus on complex inquiries through predefined message flows or a WhatsApp chatbot.
• Fewer complaints and better reviews: Using WhatsApp via the Infobip platform enables prompt responses and faster issue resolution, reducing complaints, boosting the number of satisfied customers, and building stronger connections with daily users for better reviews and happier customers.

With the basics in place, the next step is choosing the right way to get started.

WhatsApp Business App vs WhatsApp Business Platform (API)

The WhatsApp Business App suits small stores or early-stage sellers. You get a business profile, basic catalog, quick replies, greeting and away messages, chat labels, and click to chat links. 

The WhatsApp Business Platform (API) fits medium to large brands that need scale, automation, and integration. You can:

• Send template messages
• Access delivery reporting and analytics integrate WhatsApp with your CRM and eCommerce platforms
• Enable agent handoff
• Deploy chatbots
• Accept payments
• Build structured flows

As a Meta Business Partner, Infobip provides enterprise onboarding, omnichannel orchestration, and 24/7 support to run WhatsApp at scale so you can see high ROI too. Once you know which path fits your business, you’re ready to set up your store.

Compliance and approvals

Collect explicit opt-in before sending business-initiated messages, submit and use approved message templates, and respect conversation categories and local privacy rules.

Sound simple enough? 

Well, it takes a lot of strategic planning and development for your WhatsApp store to become a successful medium for sales and marketing. With a well-designed WhatsApp store, eCommerce retailers can increase their visibility and reach more customers, while providing a convenient and personalized shopping experience. Beyond the UX aspect, providers with global compliance engines and local expertise help reduce risk and speed approvals.

With WhatsApp API over the Infobip platform, brands can send tailored messages to customers at once, while ensuring compliance with WhatsApp’s strict guidelines on customer consent, as well as local messaging regulations. This is especially beneficial during peak seasons like holidays or sales events, where quick and efficient customer deliverability is essential.

With this solid foundation, you can scale growth with targeted strategies throughout the customer journey.

WhatsApp eCommerce strategies and use cases

From first click to repeat purchases, these WhatsApp eCommerce strategies show how to acquire, convert, and retain customers in one seamless channel. Use native features like click to WhatsApp ads, catalogs, Flows, and AI chatbots to personalize at scale and keep conversations moving.

Promotional and other marketing messages

Welcome new leads with first-purchase discounts, celebrate milestones like birthdays and loyalty tiers, and send contextual promotions such as price-drop and back-in-stock alerts. Use targeted broadcasts and entry points to acquire high-intent subscribers, then personalize at scale with CRM or CDP data. Keep momentum with timely updates that build confidence.

• Make it effortless to start a chat: use click to WhatsApp ads, QR codes, and wa.me links so customers can open a conversation instantly. Once the user starts interacting with you via click to WhatsApp ads, a special entry point rules apply. All templated messages sent within 72-hour time window are free of charge.
• Build a consented audience: collect opt-ins and use approved templates for business-initiated messages so targeted offers and promotions land reliably.
• Personalize and promote: feature new arrivals and back-in-stock alerts, and tailor deals using browsing and purchase data to drive replies and conversions.
• Drive loyalty and subscriptions: surface loyalty balances, allow point redemption at checkout, and let customers manage weekly or monthly subscriptions in one channel.
• Optimize and scale: segment audiences, cap frequency, and A/B test creatives and send times to sustain engagement and minimize fatigue.

Transactional (utility) messages

Order confirmations, payment and invoice notices, shipping and delivery updates with tracking, and cancellation or return updates keep customers informed and reduce “where is my order” queries. Use approved templates with interactive buttons and product messages, then optimize timing and content with delivery and conversation analytics. When customers reply, be ready to shift from notifications to conversations.

• Payments and proofs: enable in-chat payments where available or share secure payment links, then send receipts, warranties, and payment confirmations in WhatsApp.
• Proactive order visibility: provide tracking updates and status changes from dispatch to delivery to keep customers informed end to end.
• Time-sensitive reminders: reduce no-shows and missed services with appointment reminders and action buttons to confirm or reschedule. 
• Fast resolution for issues and returns: let customers share photos to validate delivery problems and use WhatsApp Flows to generate return labels, confirm receipt, and notify refunds.

Conversational commerce and customer support

Recover revenue with abandoned cart reminders and time-sensitive incentives. Nudge browse abandoners with relevant alternatives, prompt replenishment and reorders based on purchase cycles, and run win-back campaigns for dormant customers. Event alerts for drops, launches, and seasonal sales keep you top of mind. WhatsApp’s high open rates make these messages effective, so test incentives and creative variations and measure lift across segments. With campaigns running, tighten operations to protect the experience.

• Shop and decide in chat: use catalogs and multi-product messages, keep comparisons and Q&A in one thread to remove friction and speed decisions.
• Structured journeys with Flows: handle checkout, returns, service requests, and appointment booking with list messages and confirmations in a single conversation.
• 24/7 assistance: deploy AI chatbots for FAQs and purchase guidance with clean agent handoff, and use analytics to improve response times and CSAT over time.

Retargeting and re-engagement

Recover revenue with abandoned cart reminders and time-sensitive incentives. Nudge browse abandoners with relevant alternatives, prompt replenishment and reorders based on purchase cycles, and run win-back campaigns for dormant customers. Event alerts for drops, launches, and seasonal sales keep you top of mind. WhatsApp’s high open rates make these messages effective, so test incentives and creative variations and measure lift across segments. With campaigns running, tighten operations to protect the experience.

• Cart and browse recovery: remind customers of what’s in their cart, add limited-time incentives, and enable checkout in chat. 
• Replenish and reorder: offer list-message reorders based on past purchases to simplify repeat buying.
• Back-in-stock and recommendations: notify wish lists when items return and suggest related products to lift average order value.
• Reacquire with ads: use click to WhatsApp ads to bring visitors back into conversations.

WhatsApp eCommerce best practice and mistakes to avoid

To sustain performance and trust, keep journeys consent-first, fast, personalized, and avoid common pitfalls that derail CX.

To do:

• Make it two-way and consent-first: collect explicit opt-ins, set expectations on message types and frequency, and use approved templates for business-initiated messages.
• Respond fast: use quick replies, automation, and clean agent handoff to keep resolution times low.
• Keep catalogs accurate: maintain images, pricing, stock, and links so product messages convert.
• Personalize and orchestrate: use CRM or CDP data to tailor offers and suppress irrelevant sends; coordinate with SMS, RCS, email, and voice for full-journey coverage.
• Close the loop in chat: collect feedback with WhatsApp Flows or list messages and guide issue resolution and returns with structured steps and proactive updates.

Avoid:

• Messaging without consent, spamming, or misusing templates.
• Slow replies, dead-end chatbot paths, or unclear handoff to agents.
• Poor catalog hygiene and broken product links.
• Skipping analytics, QA, and ongoing A/B testing.

After tightening governance and CX essentials, move to future-ready features that accelerate acquisition and service. Connect ads, automation, and payments to deliver end-to-end journeys in WhatsApp.

FAQs: WhatsApp eCommerce

WhatsApp brings discovery, decision, and purchase into one uninterrupted conversation, lifting engagement, conversions, and loyalty. Choose the WhatsApp Business App or the WhatsApp Business Platform based on your scale, set up your profile and catalog, integrate your systems, automate core journeys, and iterate with analytics. Customers expect fast responses, personalization, and relevant campaigns, so deliver conversational experiences that meet those expectations on WhatsApp with Infobip.