How eCommerce Platforms can Leverage on WhatsApp for More Sales

In 2018 when Meta introduced the WhatsApp Business Platform, designed to help medium to large businesses establish credibility through a green verification tick on their business accounts. In 2019, Meta enhanced the platform with a shopping button, enabling users to explore product catalogs. This development was made possible through the integration of the WhatsApp Business API for eCommerce.

Here are ways in which e-commerce platforms can leverage on WhatsApp;

Initiate a Product Launch with User-driven Development

This will help to address a gap in customer service effectiveness, employ a customer-focused sales strategy that incorporates WhatsApp-integrated e-commerce. Anticipate customer needs and directly address their challenges by understanding their specific expectations.
By analyzing your competitors’ strategies and building a plan around “What,” “Who,” “When,” and “Why,” you can develop a product that aligns closely with customer journeys. Utilizing a roadmap planner will help you visualize and structure this approach.
Launching your product with WhatsApp integration will align your conversions with your brand’s goals, ultimately delivering an enhanced customer experience.

‍Employ Targeted Marketing Channel Strategy

By launching targeted ads on WhatsApp, ecommerce platforms can experience high engagement rates. The WhatsApp Business API to provide personalized interactions, run campaigns, and collect leads directly through chat.
Ecommerce platforms can run complementary ads on Google, Facebook, and Instagram. These ads should focus on keywords like “best WhatsApp marketing for Africa,” “USSD for lead generation,” and “customer engagement Africa.”‍

Conversion Tracking and Attribution

Implement a tracking system to attribute success using WhatsApp. Set up KPIs, including lead acquisition rates, cost per acquisition, and engagement metrics.
Incorporate WhatsApp Business with tools such as CRM and Google Analytics to monitor and analyze the effectiveness of each channel in real-time. These analytics can also be used to track where conversions are coming from.
Through WhatsApp, you can collect data from USSD interactions and weigh the quality of leads collected.

‍Recovering Abandoned Carts
^{Marketing teams can leverage WhatsApp Business to tackle one of the biggest challenges, which is convincing users to complete a purchase or engage with a service. Many customers browse websites, add items to their carts, check shipping costs, and then abandon their carts. Addressing these abandoned carts remains a major hurdle.}

So, how can this be tackled?

In the past, email was widely used to recover lost sales and carts. Now, WhatsApp messaging provides a new approach by sending automated reminders to nudge customers to finalize their purchase. With high open and response rates, WhatsApp effectively delivers instant messages globally.
When crafting messages for your customers, make sure to personalize them by using their name, and maintain a friendly, inviting tone.
Offer incentives to encourage customers to return to your site and choose your services over competitors. This could include discounts, free shipping, or coupons. Creating a sense of urgency can also be effective by highlighting time-sensitive offers or limited availability.

Order Updates and Tracking:

Provide real-time updates on order status through WhatsApp, keeping customers informed about processing, shipping, and delivery.
Include details like order number, tracking number, and estimated delivery date. Example: “Hey Jack! Your Order #00000 is ready to ship. Expected delivery: April 20, 2023.”
Use visuals, such as images or videos, to enhance the tracking experience and make it more engaging.
Be proactive in case of issues, informing customers about return, refund, or replacement options to maintain trust.

Product Launches and Promotions:

Update WhatsApp catalogues with new product launches, including price tags, titles, and descriptions.
Utilize WhatsApp’s broadcast messaging feature to send promotional messages with images, CTAs, deals, and discounts.
Offer early access or exclusive discounts for subscribers, and share engaging content like product demos and reviews to showcase benefits.

Feedback and Reviews:

Use WhatsApp to send surveys or request customer reviews on products or services.
Gather feedback on various aspects, such as product quality, customer service, and delivery.
Example message: “Hi Jack, thanks for shopping with us! Please leave a review to help us improve and let other customers know about your experience.”

WhatsApp Ads:

Create targeted Click-to-WhatsApp Ads using Facebook Ads Manager, choosing audiences based on demographics, interests, and behaviors.
Use multiple ad formats, such as images, videos, and carousels, to showcase products and attract customers who previously engaged with the business.

Analytics and Metrics:

Monitor WhatsApp marketing efforts using tools like the WhatsApp Business Analytics API Dashboard. Track delivery, open, click-through, and conversion rates.
Analyze user engagement and agent performance, identifying areas for improvement and optimizing customer service.

Cross-Selling and Upselling:

Encourage repeat purchases by promoting complementary products through personalized messages, such as offering discounts on accessories related to previous purchases.
Example message: “Hi Jack, we noticed you bought a phone case. Check out our screen protectors with a 15% discount just for you!”

Boosting COD Success Rates:

Reduce return-to-origin rates by offering instant discounts on COD orders confirmed via WhatsApp, e.g., “Confirm your COD order and receive a 10% discount. Reply YES to confirm and secure your discount!”

‍Build Long-Term Campaign Continuity and Customer Engagement

The beauty of WhatsApp is that businesses can use a given template for ongoing campaigns, with a focus on retaining quality customers over the long term.

WhatsApp as a Sales Engagement Tool

It’s already well-established that WhatsApp has become a powerful sales engagement tool globally, especially with its integration into e-commerce, offering extensive sales potential. Platforms such as HelloDuty have been on the forefront in helping businesses especially in the ecommerce space to leverage this tool, using the following features;

Provision of KYC Templates: with pre-configured KYC templates for different industries such as e-commerce, you can be sure of quick customer onboarding.
Lead Management: The lead management funnel can be efficient for real-time tracking of leads with notifications to follow up on customer interest.‍
Drag-and-Drop: This feature comes with vital capabilities for building campaigns, making it easy for businesses to customize messaging.

Three Ways the WhatsApp Business Platform Strengthens E-commerce Brands

Meeting Customers Where They Are
The WhatsApp Business Platform allows e-commerce brands to connect with customers on a familiar and trusted channel. With over 175 million people messaging WhatsApp business accounts daily, businesses can engage directly with customers through personalized messages, images, and rich media. This direct communication helps build strong relationships with customers and fosters a more engaging and interactive experience.
Providing Reliable Delivery Insights
The platform also offers reliable delivery metrics, enabling businesses to track which messages have been opened in addition to those that have been delivered. This level of insight helps businesses assess customer engagement and optimize their messaging strategies accordingly.
Delivering Impressive ROI for E-commerce Brands
The WhatsApp Business Platform provides substantial returns on investment for e-commerce brands. In a study, they found that medium-sized businesses saw an average ROI of $72,000, while large organizations experienced returns of $723,000 over three years. This high ROI stems from WhatsApp’s ability to capture and nurture leads effectively, making it a preferred channel for customer communication.

Two Common FAQs on WhatsApp Automation and Integration

Can I automate my WhatsApp messages?
Absolutely. By using a WhatsApp Business API provider, you can automate your WhatsApp messaging. This enables you to schedule automated messages, set up chatbots for handling customer inquiries, and manage customer data, streamlining your customer service. HelloDuty can assist with the automation process, ensuring seamless and efficient messaging.

How can I integrate WhatsApp with my e-commerce platform?
To integrate WhatsApp with your e-commerce platform, apply for the API and secure approval from WhatsApp. Then, collaborate with a WhatsApp Business Solution Provider to configure the API. This setup allows you to automate messaging, manage customer interactions, and send order confirmations and shipping updates directly from your platform. HelloDuty provides support with both automation and integration, enhancing your e-commerce operations.

Conclusion
Now that you’re familiar with effective e-commerce WhatsApp marketing strategies, you’re ready to set up your shop and start selling today. HelloDuty is here to help you automate and integrate these solutions, ensuring you can deliver a smooth, professional customer experience.

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Last updated

October 14, 2024