In the increasing digitalization of the Brazilian market, WhatsApp has established itself as a strategic sales channel, with conversion rates more than seven times higher than those of traditional e-commerce. This is revealed by the Chat Commerce Report 2025, an annual study by OmniChat, a conversational AI platform for sales.
The survey, which analyzed more than 782 million messages exchanged through 42 million conversations conducted by OmniChat in 2024, provides a comprehensive overview of the use of conversational channels, the impact of artificial intelligence (AI), and the trends shaping the new shopping journey. The number represents service to over 24 million customers through more than 29,000 sellers.
According to the analysis, the volume of messages through digital channels grew by 55% in 2024 — compared to the previous year, with a 42% growth in the number of WhatsApp conversations — solidifying the channel as the main communication tool between brands and consumers. With exactly 95.21% of the volume of brand-consumer conversations, the app concentrates most interactions during the shopping journey, covering the stages of attraction, qualification, conversion, and post-sale, which includes order tracking and NPS and CSAT surveys with high response rates.
In the jewelry and accessories sector, for example, 28.52% of GMV (Gross Merchandise Value) was influenced by WhatsApp interactions, followed by the consumer goods sector (17.96%), construction materials (15.32%), furniture and decoration (14.53%), footwear (12.7%), sports items (12.35%), education (11.81%), pet shops (11.58%), clothing (10.66%), and beauty and perfumery (7.19%).
The consolidation of WhatsApp as a showcase and checkout channel intensified with the use of generative AI and autonomous agents, capable of conducting 100% of end-to-end sales; or serving as support for the sales team, focusing on about 80% of total sales, the most transactional and simple ones, and transferring the more complex and strategic cases to the human team. Artificial intelligence has accelerated purchase journeys with up to 95% reduction in 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 conversational channels have moved from being complementary support to becoming, in fact, the largest store for many brands, surpassing traditional e-commerce in segments such as fashion, construction, health, education, and food.
“WhatsApp has long ceased to be just a messaging channel to become a complete sales platform, with intelligent automation and continuous operation,” says Maurício Trezub, co-founder and CEO of OmniChat. “The integration between AI, human service, and physical channels allows expanding service availability and meeting consumer demand for agility and personalization.”
AI as the 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 Future of Jobs Report 2025 by the World Economic Forum, 86% of employers believe AI will transform their businesses by 2030, a trend already strongly manifested in conversational channels.
The numbers from the Chat Commerce Report 2025 show that the use of AI in chat channels provided:
- 150% increase in influenced conversion
- 4x more capacity for simultaneous service without increasing staff
- 46% increase in ROAS
- 75% reduction in average response time (ART) for sellers, from 3:32 minutes to just 53 seconds
In 2024, autonomous AI agents conducted 89,905 commercial conversations, resolving 80% of them without human intervention, accounting for over 23% of sales made outside business hours. In the first quarter of 2025, Whizz surpassed by 71% the volume of conversations it had conducted during the two-month testing period with clients, during Black Friday and Christmas.
For abandoned cart recovery, the average ROAS of AI-supported campaigns was 246x, a 15% growth over the previous year, with a 14% average conversion rate.
Turbocharged sales: conversion and ROAS skyrocket with WhatsApp
Marketing campaigns via WhatsApp achieved a conversion rate of up to 27%. The Average Return on Ad Spend (ROAS) for marketing message campaigns was 27 times, with a highlight on abandoned cart recovery actions, where the average ticket reached 557.67 reais, a 432% jump compared to the previous year. “These numbers show WhatsApp’s potential to reactivate sales and increase the average ticket at decisive moments in the customer journey,” explains Trezub.
Conversational Channels: The new axis of consumption
Beyond 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 orders via WhatsApp were for 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. “The seamless integration of channels allows offering a consistent and frictionless shopping journey, from the first contact on WhatsApp to the delivery of the product at home.”
