Prepare your business for Black Friday: ads for WhatsApp can boost revenue on one of the best business dates of the year

The classic midnight clock scene, cell phone screens illuminating the faces of millions of Brazilians and a simple click on WhatsApp opening the door to promotions that disappear in minutes. This is the portrait of Black Friday, which has gone from being a day of liquidation imported from the United States to becoming one of the largest consumer movements in the country.

In 2024, Brazil recorded record numbers: R$ 9.38 billion handled in e-commerce between November 28 and December 1, growth of 10.7% over the previous year, according to Neotrust data.

There were 18.2 million orders, high of 14%. But behind this avalanche of purchases, a tool in particular has been gaining market. WhatsApp today is no longer just a messaging application and has become a direct sales channel.

With 148 million active users in Brazil, the app is already used by 82% of consumers to talk to companies and 60% to complete purchases.What was once a quick conversation to ask questions, now has become a whole sales funnel in the palm of your hand.

“Click ads for WhatsApp, the so-called Click to WhatsApp, are a game changer. They allow the customer, when viewing a campaign on Instagram, Facebook or even Threads, to go straight to a conversation with the company, without having to save contacts or fill out forms. This eliminates barriers and accelerates the conversion of”, explains Alberto Filho, CEO of Poli Digital, a company specialized in automation and centralization of service channels.

“Ter a platform that offers a complete and integrated solution for omnichannel service, a strategy that integrates all sales and communication channels of a company, is also a differential. It unifies contact with customers from various channels, such as WhatsApp, Instagram, Facebook and chats, in a single environment, prioritizing the distribution of demands and the customization of contact, ensuring quick responses with the use of intelligent chatbots and avoiding unattended customers”, adds the executive. 

But if for the consumer the experience seems simple, for retailers the challenge is huge: you need to serve thousands of people at the same time, without compromising quality, without accumulating queues and of course, without connection instabilities. It is in this context that technologies such as chatbots with automatic responses, digital catalogs with photos and integrated payment links, as well as solutions that monitor in real time the status of each transaction.

“The good news is that today there are several tools to assist the entrepreneur in this task. Poli Pay, for example, was developed to manage payments quickly and securely through all digital channels, integrate different means of receipt and monitor customer behavior to reduce cart abandonments. On peak days, such as Black Friday, this intelligence can make the difference between reaching the goal or losing sales”, details Filho.

Since its launch, Poli Pay has handled more than R$ 7 million transactions, reinforcing the role of the platform in assisting small and medium-sized companies in the process of maturing and sales through the digital universe.

According to the executive, another crucial point in this process is to ensure the training of the sales team. It is not enough for the technology to be ready; the attendants also need to know how to use it to streamline the purchase journey and turn doubts into quick closing.

“To ensure that WhatsApp and the team are prepared for the peak sales of Black Friday and the holidays is decisive. Whoever invests in agile, integrated and quality service will stand out and retain customers in one of the most competitive moments of retail”, concludes the CEO of Poli Digital.