Customization and strategic use of push notifications have become an increasingly powerful solution to boost sales in e-commerce.
Push notifications involve reminders for staying in touch, sales promotions, payment information, and service status updates. All of this creates personalized opportunities for interaction between companies and customers.
One of the major innovations of the tool for 2025 is its integration with artificial intelligence (AI), which enables mapping consumer tastes and habits within the company’s app or website, for example. This ensures that messages arrive at the right time and with content tailored to the interest of each consumer. In other words, the brand’s message is more likely to reach the consumer at a time when they are most likely to open, read, and stay connected to the company’s application or website. This maximizes the effectiveness of campaigns, helping to boost sales.
But, this is just one of the innovations related to this technology. Follow, in my view, the six main trends in push notifications for the next year:
1 – Use of media (GIFs, images, and videos): push notifications are evolving beyond simple informative texts, incorporating multimedia content such as GIFs, images, and videos. This provides a more engaging experience for the user, highlighting the product or service communicated and making the notification more interactive and appealing, increasing the chances of being accessed by up to 45%, thus establishing itself as a powerful engagement channel.
2 – Interactive Buttons: with the addition of buttons, push notifications offer options for direct action, such as “Buy now”, “Learn more”, “Talk on WhatsApp”, or “Add to cart”. This approach simplifies user interaction with the brand, reducing the number of steps to complete an action, such as making a purchase or accessing an offer. These buttons are also customizable with multimedia content, such as GIFs and images, generating a higher conversion rate.
3 – Artificial Intelligence: the integration of AI in push notifications is becoming a dominant trend. AI can identify the best communication channel with the customer, such as WhatsApp, push notifications, email, or SMS, and optimize campaign targeting based on previous interactions. In addition, AI determines the optimal time to send the notification, increasing the chances of opening, response, and engagement with the communication.
4 – Group Segmentation: advanced tools allow for much more precise segmentation of customer profiles, using behavioral data, demographics, and individual preferences. This makes it possible to group users into specific segments, such as purchasing habits, interests, interaction history, and even geographical location. With this segmentation, push notifications are sent in the right context and at the most opportune time, significantly improving the user experience.
5 – Encryption: Encrypted push notifications preserve privacy and ensure the security of exchanged information, preventing fraud and unauthorized access. This technology protects sensitive information, such as personal data and financial transactions, throughout the communication process. This feature is widely used by banks and companies in the financial sector, replacing channels like SMS with encrypted push notifications.
6 – Centralization of communication through a “customer journey”: Automation, integration, and centralization of a company’s communication channels with its audience are emerging trends. Unifying this complete flow into a single platform allows brands access to privileged information, data analysis, and the adoption of strategies with great customer proximity, resulting in higher adherence to promotional messages via push notifications.
7 – Retargeting: Same logic as using WhatsApp, but through push notifications, which can be done through an application or a website.
Specifically regarding the centralization of communication. After a checkout on the website, the customer can receive a message via WhatsApp or email, even an audio message from the company’s CEO thanking them. This generates satisfaction. Subsequently, when receiving a promotional push notification, the customer will be more likely to open it. This solution integrates the entire customer journey flow, automated in a single platform.
Concluding, these innovations demonstrate the growing impact of technology on the global scene, with companies from various sectors seeking more efficient and personalized solutions for sales in virtual environments. Faced with such a competitive market, assertive and efficient communication presents itself as a decisive differential, and technological resources for such processes prove to be indispensable.
