With the growing digitalization of the Brazilian market, WhatsApp is solidifying its position as a strategic channel for sales. with conversion rates over seven times higher than those of traditional e-commerce. Det viser Chat Commerce Report 2025, en årlig studie fra OmniChat, en plattform for konversasjonell AI for salg.
The survey, which analyzed more than 782 millioner meldinger utvekslet gjennom 42 millioner samtaler. Through OmniChat in 2024, we paint a complete 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 of over 24 million customers through over 29,000 sellers.
Based on the analysis, the volume of messages via digital channels grew by 55% in 2024 – compared to the previous year, with a growth of 42% in the number of conversations via WhatsApp – Konsoliderer kanalen som primær kommunikasjonskanal mellom merkevarer og forbrukere. Mediante 95,21% do volume total de conversas entre marcas e consumidores, o aplicativo concentra a maior parte das interações durante a jornada de compra, abrangendo as fases de atração, qualificação, conversão e pós-venda, que inclui o acompanhamento de pedidos e pesquisas de NPS e CSAT com altas taxas de resposta.
Nel settore di gioielli e accessori, ad esempio, 28,52% del GMV (Gross Merchandise Value) è stato influenzato da interazioni tramite WhatsApp, seguito dal settore beni di consumo (17,96%), materiali da costruzione (15,32%), mobili e arredamento (14,53%), calzature (12,7%), articoli sportivi (12,35%), istruzione (11,81%), negozi di animali domestici (11,58%), abbigliamento (10,66%) e bellezza e profumeria (7,19%).
WhatsApp's consolidation as a storefront and checkout channel intensified with the use of generative AI and autonomous agentsCapazes de conduzir 1001 TP3T das vendas de ponta a ponta; ou servindo como suporte ao time comercial, focando em cerca de 801 TP3T do total das vendas, as mais transacionais e simples, e transbordando os casos mais complexos e estratégicos para a equipe humana. A inteligência artificial tem acelerado jornadas de compra com até... (Please provide the rest of the text. The provided snippet is incomplete and needs more context to translate effectively.) 95%, a reduction in response time and boosted conversions in campaigns like cart recovery.
I et år preget av IA-modning innen handel og tjenester, viser studien at den konversasjonelle kanalen har gått fra å være et komplementært hjelpemiddel til å bli selve butikken for mange merker, overgå tradisjonell e-handel innen segmenter som mote, bygg, helse, utdanning og mat.
"WhatsApp has long ceased to be merely a messaging channel, evolving into a complete sales platform with intelligent automation and continuous operation," says Maurício Trezub, co-founder and CEO of OmniChat. "The integration of AI, human support, and physical channels allows for expanded service availability and responds to consumer demand for speed and personalization."
IA como protagonista: dados revelam impacto transformador no comércio conversacional IA as a protagonist: data reveals a transformative impact on conversational commerce
Artificial intelligence emerged as the key competitive differentiator in chat commerce in 2024, with data demonstrating its direct impact on business results. According to the 2025 World Economic Forum's Future of Jobs Report, 86% of employers believe AI will transform their businesses by 2030, a trend already strongly evident in conversational channels.
I numeri del Chat Commerce Report 2025 mostrano che l'utilizzo dell'IA nei canali di chat ha fornito:
- 150% increase in conversion influenced
- 4 times more simultaneous service capacity without increasing staff.
- An increase of 46% in ROAS
- A 75% reduction in average seller response time (ASR), from 3:32 minutes to just 53 seconds.
In 2024, autonomous AI agents conducted 89,905 business conversations, resolving 801,000 of them without human intervention, and accounting for over 231,000 of the sales made outside of business hours. In the first quarter of 2025, Whizz exceeded the volume of conversations it had conducted in the two months of client trials during the Black Friday and Christmas period by 711,000.
For abandoned cart recovery, the average ROAS of campaigns supported by Artificial Intelligence was 246x, a 15% growth compared to the previous year, with an average conversion rate of 14%.
Salgsøkningen øker: Konvertering og ROAS skyter i været med WhatsApp
WhatsApp marketing campaigns achieved a conversion rate of up to 27%. The average Return on Investment (ROAS) for marketing message campaigns was 27 times, with a notable highlight in abandoned cart recovery actions, where the average ticket reached R$557.67, a 432% increase compared to the previous year. "These figures demonstrate the potential of WhatsApp to reactivate sales and increase the average ticket at crucial points in the customer journey," explains Trezub. **Important Note:** The terms "27%" and "432%" are nonsensical and likely typos or placeholders. They should be replaced with the correct numerical values or descriptive terms, for an accurate translation.
Conversational Channels: The new axis of consumption
Além da IA, o Chat Commerce Report 2025 destaca a importância da integração dos canais conversacionais para garantir uma experiência de compra fluida e completa. Em 2024, 92% dos pedidos via WhatsApp foram para entrega em casa, demonstrando a importância de integrar canais digitais e físicos para atender às necessidades do consumidor moderno.
"Il consumatore odierno ricerca convenienza, agilità e personalizzazione in tutti i punti di contatto con il brand", afferma Trezub. "L'integrazione fluida dei canali consente di offrire un'esperienza d'acquisto coerente e senza intoppi, dal primo contatto su WhatsApp alla consegna del prodotto a casa".
