In the growing digitalization of the Brazilian market, WhatsApp has established itself as a strategic sales channel, with conversion rates more than seven times higher than 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% increase in WhatsApp conversations— solidifying the channel as the primary communication tool between brands and consumers. With exactly 95.21% of brand-to-consumer conversation volume, the app concentrates most interactions during the shopping journey, covering attraction, qualification, conversion, and post-sale phases, including 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 consumer goods (17.96%), construction materials (15.32%), furniture and decor (14.53%), footwear (12.7%), sports goods (12.35%), education (11.81%), pet supplies (11.58%), apparel (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 handling 100% of end-to-end sales; or serving as support for the sales team, focusing on about 80% of total sales—the more transactional and simple ones—while routing the more complex and strategic cases to human teams. Artificial intelligence has accelerated purchase journeys with up to a 95% reduction in response time and boosted conversions in campaigns like cart recovery.
In a year marked by AI maturity in commerce and services, the study reveals that conversational channels have moved beyond being complementary support to becoming, in fact, the largest store for many brands, surpassing traditional e-commerce in segments like fashion, construction, healthcare, education, and food.
“WhatsApp has long 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 for expanded service availability and meets consumer demand for speed and personalization.”
AI as the protagonist: data reveals transformative impact on conversational commerce
Artificial intelligence emerged as the key 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 AI will transform their businesses by 2030, a trend already strongly evident in conversational channels.
The numbers from the Chat Commerce Report 2025 show that AI usage in chat channels delivered:
- 150% increase in influenced conversion
- 4x more simultaneous service capacity without team expansion
- 46% increase in ROAS
- 75% reduction in average seller response time (TMR), from 3:32 minutes to just 53 seconds
In 2024, autonomous AI agents handled 89,905 commercial conversations, resolving 80% without human intervention, accounting for over 23% of sales made outside business hours. In Q1 2025, Whizz surpassed by 71% the volume of conversations it had handled during its 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% increase over the previous year, with a 14% average conversion rate.
Turbocharged sales: conversion and ROAS soar with WhatsApp
WhatsApp marketing campaigns achieved conversion rates of up to 27%. The average Return on Ad Spend (ROAS) for marketing message campaigns was 27x, with abandoned cart recovery campaigns standing out, where the average ticket reached R$557.67, a 432% jump from the previous year. “This data shows WhatsApp’s potential to reactivate sales and increase average ticket size 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 seamless and complete shopping experience. In 2024, 92% of WhatsApp orders were for home delivery, demonstrating the need to integrate digital and physical channels to meet modern consumer needs.
“Today’s consumer seeks convenience, speed, and personalization at every brand touchpoint,” says Trezub. “Seamless channel integration enables a consistent, frictionless shopping journey, from the first WhatsApp contact to home delivery.”
