Conversational Commerce
The practice of using messaging platforms like WhatsApp to guide customers through the entire purchase journey, from discovery to payment, within a chat.
How it works
Conversational commerce (c-commerce) refers to the intersection of messaging apps and shopping, where the entire buyer journey happens within a conversation. On WhatsApp, this means product discovery through catalog messages, personalized recommendations via chatbots, cart building with interactive messages, payment collection through WhatsApp Pay or payment links, and post-purchase support, all without leaving the chat. This approach leverages the trust and familiarity of messaging to create a more personal shopping experience than traditional e-commerce websites. Conversational commerce on WhatsApp is growing rapidly in markets like India, Brazil, and Southeast Asia, where WhatsApp penetration exceeds 90%. Businesses implementing c-commerce report higher average order values and better customer retention compared to web-only channels.
Related terms
Catalog Message
A message type that displays products from your WhatsApp Business catalog, allowing customers to browse and add items to a cart within the chat.
Click-to-WhatsApp (CTWA)
A Meta ad format on Facebook and Instagram that opens a WhatsApp conversation with your business when clicked, bypassing landing pages.
Interactive Message
A WhatsApp message type that includes tappable UI elements like buttons, lists, or product catalogs for guided user interactions.
WhatsApp Marketing
The strategic use of WhatsApp Business API to promote products, engage customers, and drive sales through targeted messaging campaigns.
Learn more in our docs
Explore guides, tutorials, and API references for building on the WhatsApp Business platform with SuperWaba.