In the growing digitalization of the Brazilian market, WhatsApp is consolidated as a strategic channel for sales, in conversion rates are more than seven times higher than traditional e-commerce. This is what the Chat Commerce Report 2025, an annual study by OmniChat, a conversational AI platform for sales, reveals.
The survey, which analyzed more than 782 Million messages exchanged through 42 million conversations by OmniChat in 2024, it provides a complete overview of the use of conversational channels, the impact of artificial intelligence (AI) and the trends that shape the new shopping journey.The number represents the service of more than 24 million customers through more than 29 thousand salespeople.
According to the analysis, the volume of messages by digital channels grew 55% in 2024 IO compared to the previous year, with the growth of 42% in the number of conversations via WhatsApp IO consolidating the channel as the main communication tool between brands and consumers. With an exact 95,21% of the volume of conversations between brands and consumers, the app concentrates most of the interactions during the shopping journey, through the phases of attraction, qualification, conversion and after-sales, which includes the tracking of orders and surveys of NPS and CSAT with high response rates.
In the jewelry and accessories sector, for example, 28,52% of GMV (Gross Merchandise Value) was influenced by interactions via WhatsApp, followed by the consumer goods sector (17,96%), building materials (15,32%), furniture and decoration (14,53%), footwear (12,7%), sporting goods (12,35%), education (11,81%P3T), pet shop (13,130101).
The consolidation of WhatsApp as a showcase and checkout channel it has intensified with the use of generative AI and autonomous agents, able to drive 100% of end-to-end sales; or serving as support for the commercial team, focusing on about 80% of total sales, the most transactional and simple, and overflowing the most complex and strategic cases for the human team. Artificial intelligence has accelerated buying journeys with up to 95% reduced response time and boosted conversions in campaigns such as cart recovery.
In a year marked by the maturity of AI in commerce and services, the study reveals that the conversational channel has ceased to be a complementary support to become, in fact, the largest store of many brands, surpassing traditional e-commerce in segments such as fashion, construction, health, education and food.
“O WhatsApp has long since ceased to be just a messaging channel to become a complete sales platform, with intelligent automation and continuous operation”, says Mauricio Trezub, co-founder and CEO of OmniChat.“The integration between AI, human service and physical channels allows you to expand service availability and respond to consumer demand for agility and personalization”.
AI as a protagonist: data reveals transformative impact on conversational commerce
Artificial intelligence emerged as the main competitive differentiator in chat commerce in 2024, with data proving its direct impact on business results. According to the World Economic Forum's Future of Jobs Report 2025, 86% of employers believe that AI will transform their businesses by 2030, a trend that is already strongly manifested in conversational channels.
The Chat Commerce Report 2025 figures show that the use of AI in chat channels has provided:
- 150% increase in conversion influenced
- 4x more simultaneous service capacity without team increase
- 46% increase in ROAS
- Reduction of 75% in average response time (TMR) of sellers, from 3:32 minutes to only 53 seconds
In 2024, autonomous AI agents conducted 89,905 business conversations, resolving 80% of them without human intervention, accounting for more than 23% of sales made outside business hours.In the first quarter of 2025, Whizz exceeded in 71% the volume of conversations it had conducted in the two months of customer testing, during the Black Friday and Christmas period.
For abandoned cart recovery, the average ROAS of campaigns supported by Artificial Intelligence was 246x, a growth of 15% over the previous year, with 14% of average conversion rate.
Turban sales: conversion and ROAS skyrocket with WhatsApp
The marketing campaigns via WhatsApp showed a conversion rate of up to 27%. The Return on Average Investment of marketing message campaigns (ROAS) was 27 times, highlighting the abandoned cart recovery actions, in which the average ticket reached 557.67 reais, jump of 432% compared to the previous year. “ These data show the potential of WhatsApp to reactivate sales and increase the average ticket at decisive moments of the customer journey”, explains Trezub.
Conversational Channels: The new axis of consumption
In addition to AI, the Chat Commerce Report 2025 highlights the importance of integrating conversational channels to ensure a fluid and complete shopping experience.In 2024, 92% of WhatsApp orders went to home delivery, demonstrating the importance of integrating digital and physical channels to meet the needs of the modern consumer.
“Today's consumer seeks convenience, agility and personalization at all points of contact with the” brand, says Trezub.“Fluidly integrating channels allows them to offer a consistent and frictionless shopping journey, from first contact on WhatsApp to product delivery at home”.
