By Yasin Hamidani
In today’s digital-first world, messaging apps have transformed beyond simple communication tools into powerful sales channels. With billions of active users across platforms like WhatsApp, Messenger, and WeChat, businesses are tapping into these apps to streamline product discovery, facilitate payments, and enhance post-purchase engagement. Known as chat commerce, it is redefining the buyer journey, making it more conversational, personalised, and frictionless.
Messaging apps have evolved into commerce enablers due to their widespread adoption and user preference for real-time interactions. Unlike traditional e-commerce, where users navigate through websites or apps, chat commerce allows brands to meet consumers where they already spend time — on messaging platforms.
One of the keyways messaging apps enhance the buyer journey is by simplifying product discovery. AI-driven chatbots and human-assisted conversations provide tailored recommendations based on user preferences, browsing history, and behaviour. For instance, a beauty brand on WhatsApp can use automated messages to guide customers through skincare routines and suggest products suited to their needs.
Moreover, the integration of payment gateways within messaging apps has made transactions smoother than ever. Platforms like WhatsApp Pay, Apple Pay, and WeChat Pay enable consumers to purchase products without leaving the conversation. This seamless checkout experience reduces cart abandonment rates, a common issue in traditional e-commerce. Additionally, secure encryption and two-factor authentication ensure safe transactions, building consumer trust.
Chat commerce doesn’t end at the point of purchase — it extends into post-sales engagement, fostering long-term customer relationships. Businesses use messaging apps for order confirmations, delivery updates, and real-time customer support. AI-powered chatbots handle inquiries efficiently, ensuring 24/7 assistance. Moreover, brands can re-engage customers with personalised offers, loyalty programs, and restock reminders, driving repeat purchases.
For brands, chat commerce presents a lucrative opportunity to enhance customer engagement and drive sales.
Despite its advantages, chat commerce comes with challenges. Managing high volumes of inquiries requires robust automation and human support. Privacy concerns and data security remain critical. However, with advancements in AI and the growing acceptance of conversational commerce, messaging apps are poised to become the go-to platform for digital shopping.
Chat commerce is revolutionising the buyer journey by making shopping more interactive, convenient, and personalised. As businesses continue to leverage messaging apps for transactions and customer engagement, the future of e-commerce is undeniably conversational.
The author is the director of Media Care Brand Solutions. Views expressed are personal and not necessarily those of financialexpress.com.