In recent years, WhatsApp has ceased to be just a communication channel between people and has become a significant space for interaction between brands and consumers. With this movement, new demands arose: if the client wants to resolve everything there, why not sell in a structured way within the same environment?
The most common answer was automation. But what many e-commerce businesses have realized — sometimes too late — is that automating is not the same as converting.
Artificial intelligence, when used solely to speed up responses, does not necessarily generate sales. It is necessary to go beyond: to structure an operation that combines context, personalization, and commercial intelligence to turn conversations into real business opportunities.
The transition from support channel to sales channel
In Brazil, WhatsApp is the most used app by the population. But most brands still see the channel as an extension of customer service, not as a sales driver.
The big turning point happens when the question is changed: instead of "how can I serve better?", we start to reflect on "how can I sell better through this channel?".
This shift in mindset opens up space for the use of artificial intelligence as a support tool for consultative selling, whether carried out by a human team or autonomous agents.
A LIVE!, a well-established brand in the fitness fashion segment, was facing a challenging scenario: the WhatsApp channel already represented an important part of communication with customers, but the model did not scale with the agility that the business demanded.
The company decided to restructure the channel, adopting an AI-centered approach, with two main focuses:
- Support the human team (personal shoppers) with intelligence, to respond more quickly and in a personalized way;
- Automate part of the conversations, maintaining the brand's language and focus on performance.
With this change, LIVE! was able to significantly increase agent productivity, reduce the average response time, and keep the customer experience at the center — without sacrificing conversion. The data indicates consistent growth in sales via WhatsApp and an improvement in the satisfaction rate.
These indicators reinforce the importance of not treating WhatsApp just as another point of contact. It can and should be a structured channel for customer acquisition and retention, as long as it is supported by data, strategy, and applicable technology.
AI with purpose: neither hype nor miracle
Artificial intelligence in e-commerce is far from being a magic solution. She demands clear goal setting, language curation, integration with platforms, and, most importantly, continuous learning. Success is not in "having AI," but in using AI with purpose.
Brands that move in this direction are able to scale their operations and build a more consistent and efficient relationship with their consumers.
WhatsApp today is much more than just a support channel. For those who know how to structure, test, and measure, it can be one of the main sales channels in the Brazilian digital retail.
