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WhatsApp enjoys a penetration rate of 87.1 percent in Mexico.
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It is estimated that e-commerce will grow at a rate of between 10 percent in five years.
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Conversational commerce is the empowerment of consumers to make purchase decisions.
The ways of selling and buying have changed especially in this digital age in which we currently live. Given this, various investigations determine that the WhatsApp instant messaging platform grew in conversational commerce in Mexican companies.
Specialists point out that the term conversational commerce refers to any type of real-time conversation that occurs between brands and customers in messaging applications, whether through chatbots, artificial intelligence or real people, with the aim of selling or buy.
In this sense, and according to Gartner Research, 85 percent of customer service will be in charge of chatbots.
Given that premise, it is expected that conversational commerce is designed to satisfy our most natural human tendencies, such as tendencies to connect, converse, and invest in products and services after gaining the proper trust and context to do so.
According to other Facebook data, 87 percent of smartphone users worldwide use messaging services such as WhatsApp or Telegram to communicate.
WhatsApp grows in conversational commerce
A Yalo investigation revealed that experts predict that the power of instant conversations in ‘conversational commerce’ could be one of the main drivers of e-commerce growth in Mexico this year.
We must remember that electronic commerce has been growing in the last three years, where according to the Boston Consulting Group, e-commerce will grow at a rate of between 10 percent and 18 percent per year in the next 5 years, integrating the use of improved chatbots.
“In the fast-growing but fickle world of e-commerce, it’s important to stay on top of what customers are doing and go where they are,” explains Phil Sebok, CRO at Yalo.
In this sense, he explains that currently, customers are increasingly discouraged by companies that approach them through social platforms, such as Facebook, while they remain open to the idea of company-client interaction through social networks. more intimate, like WhatsApp.
The research also reveals that the WhatsApp instant messaging platform enjoys a penetration rate of 87.1 percent in Mexico, so it is estimated that this percentage will see a relevant increase in 2023.
As well, he comments that the growth of WhatsApp is also increasing the desire of consumers for companies to contact them with offers, facilitate orders and cover a wide range of other requests through messaging channels.
“While customers are increasingly shutting out targeted advertising while browsing Facebook, they are looking for more interaction with businesses through messaging channels such as WhatsApp,” he says.
And that is how, through this combination of increasingly scalable technology, direct and transparent communication with the client and a growing demand for personalized services by consumers, it continues to arrive as a tool today.
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