WhatsApp has evolved beyond being just a messaging application and has established itself as an essential digital showcase for Brazilian retail. According to a survey by the National Confederation of Shopkeepers (CNDL) in partnership with SPC Brasil, 67% of companies in the commerce and services sectors already use the tool as their main sales channel. The platform has become the most direct point of contact between brands and consumers, where customers research, negotiate, and complete purchases with just a few clicks. With the approaching year-end holidays—a period when consumption peaks due to Christmas sales—businesses that have not yet structured their customer service and conversion strategies within the app run a serious risk of losing ground to more digitally adept competitors.
During this period, personalization leads to more conversions and customers who return to make purchases after the holidays. For Marcos Schütz, CEO of VendaComChat, a licensing company specializing in WhatsApp automation, the combination of integrated catalogs, automated messages, and commercial intelligence has transformed the app into a strategic tool for sales and customer loyalty. “By recognizing this contact channel as an active relationship showcase, entrepreneurs will stay ahead of those who have not yet adopted automation. The key is to use it as a strategy that adds value and agility to the core customer service,” states the executive.
According to Marcos, certain strategies are key to achieving success in seasonal results, such as during Christmas. Check them out:
Segmented Campaigns – Personalize messages for different audiences, including loyal customers, new contacts, and, especially, abandoned carts. A targeted message for each group increases open rates and engagement, in addition to creating an emotional connection with the audience. During Christmas, targeted communications turn simple contacts into active buyers.
Catalogs and Purchase Buttons – Transform WhatsApp into a living digital showcase by displaying products, combos, and offers with attractive photos and short descriptions. Utilize interactive catalogs to facilitate navigation and include purchase buttons that lead customers directly to payment. This reduces the time between interest and conversion.
Automation of Initial Customer Service – Use intelligent flows to answer frequently asked questions and direct customers to the right agent. This reduces wait times, improves satisfaction, and frees up the team for higher-value conversations. During this period, when message volume increases, automation ensures higher sales conversion.
Post-Sale Training – The rule is clear: the relationship does not end at delivery—that is where loyalty begins. Train your team to conduct strategic post-sale follow-ups, asking about the experience, offering coupons for future purchases, and encouraging positive reviews. A good post-purchase relationship is what turns occasional buyers into recurring customers.
