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WhatsApp has taken another small step towards maximizing its e-commerce potential with the addition of a new buy button in business conversations to streamline purchases and transactions.
As explained by WhatsApp:
“Now you can easily discover something you would like to buy from your favorite store by tapping the new buy button at the top of the chats.
Similar to the new Buy on Instagram and Facebook options, the WhatsApp shopping button takes you to a list of in-app products, where you can select items and tap on them to make a purchase.
It’s a relatively small addition, but it could have a big impact, especially as WhatsApp seeks to leverage its presence in India, where it is already the most widely used messaging app and a key platform for keeping millions of Indian users connected.
India last week approved the broader use of WhatsApp Pay in the country, which WhatsApp quickly followed up with the addition of in-app fund transfers.
Starting today, people across India will be able to send money via WhatsApp. This secure payment experience makes transferring money as easy as sending a message. pic.twitter.com/bM1hMEB7sb
– WhatsApp Inc. (@WhatsApp) November 6, 2020
The idea here is that by having people transfer money within WhatsApp, that will make it easier for people to make subsequent purchases; if you are already moving money through the app, paying for goods is a natural extension and you might see WhatsApp. become a key e-commerce provider in the region.
Which will allow parent company Facebook to monetize the application. Ads on WhatsApp didn’t work, but if Facebook can make WhatsApp a more business-critical tool, it can charge brands to use it, or take a percentage of transactions, while also becoming a critical platform to facilitate communication. Connection.
With this in mind, adding a dedicated store tab is important and will help to further normalize in-app purchase behavior.
Of course, this is not just related to India. WhatsApp has 2 billion active users worldwide, presenting a significant opportunity for many brands, in many regions, and if it can make in-stream shopping more common, it could present a variety of opportunities for in-app businesses.
WhatsApp isn’t as big as Messenger in Western markets, but it’s still important, and additions like this are worth keeping an eye on as it continues to evolve into a much broader connection tool.
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