In recent years, WhatsApp has ceased to be just a communication channel between people and has become a relevant space for interaction between brands and consumers. With this movement, new demands have arisen: if the customer wants to solve everything there, why not sell in a structured way in the same environment?
The most common response was automation. But what many e-commerce businesses realized—sometimes too late—is that automation is not the same as conversion.
Artificial intelligence, when used solely to speed up responses, doesn't necessarily generate sales. It's necessary to go further: structuring an operation that combines context, personalization, and business intelligence to transform conversations into real business opportunities.
The transition from a support channel to a 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, and not as a sales engine.
The big turning point happens when the question changes: instead of "how can I provide better customer service?", we start reflecting on "how can I sell better through this channel?".
This shift in mindset opens up opportunities for the use of artificial intelligence as a tool to support consultative selling, whether conducted by a human team or by independent agents.
LIVE!, a well-established brand in the fitness fashion segment, faced a challenging scenario: the WhatsApp channel already represented an important part of communication with customers, but the model was not scaling with the agility that the business demanded.
The company decided to restructure the channel, adopting an AI-centric approach with two main focuses:
- Support the human team ( personal shoppers ) with intelligence, to respond faster and in a personalized way;
- Automate some conversations while maintaining brand language and a focus on performance.
With this change, LIVE! managed to significantly increase the productivity of its customer service representatives, reduce the average response time, and keep the customer experience at the center—without sacrificing conversion. Data indicates consistent growth in sales via WhatsApp and an improvement in the satisfaction rate.
These indicators reinforce the importance of not treating WhatsApp as just another point of contact. It can and should be a structured channel for customer acquisition and retention, provided it is supported by data, strategy, and applicable technology.
AI with purpose: neither hype nor miracle.
Artificial intelligence in e-commerce is far from a magic solution. It requires clear goal setting, language curation, platform integration, and, above all, continuous learning. Success lies not in "having AI," but in using AI purposefully.
Brands that move in this direction are able to scale their operations and build a more consistent and efficient relationship with their consumers.
WhatsApp is now much more than just a support channel. For those who know how to structure, test, and measure it, it can be one of the main sales channels for Brazilian digital retail.
