Vodnjan, Croatia, 24 June 2025 – Global cloud communications platform Infobip has released its latest Messaging Trends Report, which reveals that conversational retail is growing fast. Brands use chatbots and voice assistants to make shopping quicker and more personalized.
Infobip analyzed more than 530 billion interactions on its platform between businesses and consumers in 2024 to identify the latest global business messaging trends. The data shows a 33% increase in customer interactions in retail in 2024. Interactions in Asia are growing most quickly, up 169%, while interactions with European retailers are up 92%.
Retailers worldwide embrace several channels to meet their consumers on the channels they use with family and friends, and grow loyalty and sales. Some 38% of all interactions in the retail sector were on SMS, while email accounted for 35% of all traffic. Mobile app messaging interactions accounted for 15%, while WhatsApp interactions now account for 11% of all traffic in the retail sector, demonstrating the growing importance of highly engaging, two-way customer interactions.
Consumers no longer want one-way interactions with their favorite retailers. They want to engage in two-way conversations and experiences. As a result, retailers and eCommerce firms globally are adopting conversational retail where consumers can complete an entire end-to-end transaction without leaving the chat window on their phone.”
Ivan Ostojić
Chief Business Officer at Infobip
Infobip research also shows how sales seasons are going online and globally. With 55% of online shoppers completing their purchases on their mobile device, Infobip reveals how many brands with a physical and online presence now focus more on online sales during popular promotion days like Black Friday. Online sales make supply chains more efficient and help avoid overcrowding in stores.
In addition, Infobip’s research shows an eastward and westward migration of retail trends. Concepts like Black Friday and Cyber Monday, which started in the United States, are gaining popularity in Asia Pacific, where the firm recorded 250% more interactions in Australia on Black Friday in 2024, 78% more interactions in the Philippines, and 47% more interactions in China compared to 2023.
At the same time, major retail brands from the East, like Temu, are grabbing market share in Western countries, bringing with them retail practices like app-purchase coupons and gamification that are common in the East.
For more insights, download the full report here: https://www.infobip.com/messaging-trends-report.
About Infobip
Infobip is a global cloud communications platform that enables businesses to build connected experiences across all stages of the customer journey. Accessed through a single platform, Infobip’s omnichannel engagement, identity, user authentication and contact centre solutions help businesses and partners overcome the complexity of consumer communications to grow business and increase loyalty. It offers natively built technology with the capacity to reach over seven billion mobile devices and ‘things’ in 6 continents connected to over 9,700+ connections of which 800+ are direct operator connections. Infobip was established in 2006 and is led by its co-founders, CEO Silvio Kutić and Izabel Jelenić.
Recent award wins include:
- Infobip named among Top 75 in Fortune’s Europe’s Most Innovative Companies 2025, placing it in the top 25% of all listed organizations (June 2025)
- Infobip ranked as a Leader in the Omdia CPaaS Universe Report for the third time (April 2025)
- Infobip ranked an Established Leader in the Juniper Research Conversational AI Leaderboard (Feb 2025)
- Infobip named a CPaaS Leader for the third time in the IDC MarketScape (Feb 2025)
- Infobip named one of the top CPaaS providers in Metrigy’s CPaaS MetriRank Report (Dec 2024)
- Infobip named number one among Established Leaders in RCS Business Messaging in Juniper Research’s RCS Business Messaging Competitor Leaderboard 2024 (Nov 2024)
- Infobip recognized as the number one provider in the AIT Fraud Prevention market by Juniper Research (Oct 2024)
- Infobip named a Leader in the Gartner® Magic Quadrant™ for Communications Platform as a Service (CPaaS) 2024 for the second year running (June 2024)
- Infobip named to Fast Company’s Annual List of the World’s Most Innovative Companies (March 2024)