In the growing digitalization of the Brazilian market, WhatsApp is consolidating 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 more than 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 figure represents the service provided to more than 24 million customers by more than 29,000 salespeople.
According to the analysis, the volume of messages sent via digital channels grew 55% in 2024—compared to the previous year, with a 42% increase in the number of conversations via WhatsApp— consolidating the channel as the primary communication tool between brands and consumers. With exactly 95.21% of brand-consumer conversations, the app accounts for most interactions during the purchasing journey, encompassing the attraction, qualification, conversion, and post-sale phases, which include 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%).
WhatsApp's consolidation as a storefront and checkout channel has 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 approximately 80% of total sales, the most transactional and simple, and handing over the more complex and strategic cases to the human team. Artificial intelligence has accelerated purchasing journeys, reducing response times by up to 95% and boosting 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 gone from being a 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 since ceased to be just a messaging channel and become a complete sales platform, with intelligent automation and continuous operations," says Maurício Trezub, co-founder and CEO of OmniChat. "The integration of AI, human support, and physical channels allows us to expand service availability and respond to consumer demand for agility and personalization."
AI as a Key Player: Data Reveals Transformative Impact on Conversational Commerce
Artificial intelligence has emerged as the key competitive differentiator in chat commerce by 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 AI will transform their businesses by 2030, a trend already strongly evident in conversational channels.
The Chat Commerce Report 2025 figures show that the use of AI in chat channels has provided:
- 150% increase in influenced conversion
- 4x more simultaneous service capacity without increasing staff
- 46% increase in ROAS
- 75% reduction in salespeople's average response time (ART), from 3:32 minutes to just 53 seconds
In 2024, autonomous AI agents handled 89,905 sales conversations, resolving 80% of them without human intervention, and accounting for over 23% of sales made after hours. In the first quarter of 2025, Whizz exceeded the conversation volume it handled during the two months of testing with customers during Black Friday and Christmas by 71%.
For abandoned cart recovery, the average ROAS for AI-powered campaigns was 246x, a 15% increase over the previous year, with an average conversion rate of 14%.
Boosted sales: conversion and ROAS soar with WhatsApp
WhatsApp marketing campaigns achieved a conversion rate of up to 27%. The average return on investment (ROAS) for marketing messaging campaigns was 27x, with a notable increase in abandoned cart recovery campaigns, where the average ticket reached R$557.67, a 432% increase compared to the previous year. "This data demonstrates WhatsApp's potential to reactivate sales and increase the average ticket at crucial moments in 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 seamless and complete shopping experience. In 2024, 92% of WhatsApp orders were for home delivery, demonstrating the importance of integrating digital and physical channels to meet the needs of the modern consumer.
"Today's consumers seek convenience, speed, and personalization at every touchpoint with a brand," says Trezub. "Fluently integrating channels allows us to offer a consistent, frictionless purchasing journey, from the first contact on WhatsApp to home delivery."
