In the increasingly digitalized Brazilian market, WhatsApp is establishing itself as a strategic sales channel, with conversion rates more than seven times higher than those of traditional e-commerce. This is revealed in the Chat Commerce Report 2025, an annual study by OmniChat, a conversational AI platform for sales.
The survey, which analyzed over 782 million messages exchanged through 42 million conversations conducted by OmniChat in 2024, paints a comprehensive picture of the use of conversational channels, the impact of artificial intelligence (AI), and the trends shaping the new shopping journey. This number represents the service provided to over 24 million customers by more than 29,000 salespeople.
According to the analysis, the volume of messages through digital channels grew by 55% in 2024 — compared to the previous year, with a 42% increase in the number of conversations via WhatsApp — consolidating 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 the majority of interactions during the purchasing journey, encompassing the attraction, qualification, conversion, and post-sales phases, 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 interactions via WhatsApp, followed by the consumer goods sector (17.96%), construction materials (15.32%), furniture and decoration (14.53%), footwear (12.7%), sporting goods (12.35%), education (11.81%), pet shop (11.58%), clothing (10.66%) and beauty and perfumery (7.19%).
The consolidation of WhatsApp as a showcase and checkout channel has intensified with the use of generative AI and autonomous agents , capable of conducting 100% of sales from end to end; or serving as support for the sales team, focusing on approximately 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 a 95% reduction in response time and boosted conversions in campaigns such as shopping 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 and has become, 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 since ceased to be just a messaging channel and has 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 us to expand service availability and respond to consumer demand for speed 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 evident in conversational channels.
The numbers from the Chat Commerce Report 2025 show that the use of AI in chat channels has provided:
- 150% increase in influenced conversion
- 4x greater capacity for simultaneous service without increasing staff.
- 46% increase in ROAS
- A 75% reduction in the average response time (ART) of salespeople, from 3:32 minutes to just 53 seconds.
In 2024, autonomous AI agents conducted 89,905 business conversations, resolving 80% of them without human intervention, and were responsible for more than 23% of sales made outside of business hours. In the first quarter of 2025, Whizz surpassed by 71% the volume of conversations it had conducted in the two months of testing with customers during the Black Friday and Christmas period.
For abandoned cart recovery, the average ROAS of AI-powered campaigns was 246x, a 15% increase over the previous year, with an average conversion rate of 14%.
Sales boosted: conversion and ROAS skyrocket with WhatsApp.
Marketing campaigns via WhatsApp showed a conversion rate of up to 27%. The average Return on Investment (ROAS) for marketing message campaigns was 27 times, with abandoned cart recovery campaigns standing out, where the average order value reached R$557.67, a 432% jump compared to the previous year. "These data show the potential of WhatsApp to reactivate sales and increase the average order value at crucial moments in the customer journey," explains Trezub.
Conversational Channels: The New Focus of Consumption
Beyond AI, the Chat Commerce Report 2025 highlights the importance of integrating conversational channels to ensure a seamless 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, speed, and personalization at every touchpoint with the brand,” says Trezub. “The seamless integration of channels allows us to offer a consistent and frictionless shopping journey, from the first contact on WhatsApp to the delivery of the product to their home.”
