WhatsApp

How to use the WhatsApp Business solution in Retail & eCommerce

In this series of sector-related tips for the WhatsApp Business API, we're diving into the possibilities of WhatsApp for the Retail and eCommerce sector. Whether it be brick and mortar and online retail stores, or online food and gift delivery services, we explore how these businesses can benefit from the WhatsApp Business solution to reduce pressure on customer care while optimising the customer experience?

whatsapp business retail

Customer care via the WhatsApp Business solution in retail & eCommerce

As a retailer or eCommerce brand, you're likely to encounter many recurring questions throughout the day. Once you add them all up, answering each of these questions can become very time consuming for your customer care agents. Answering the same question over and over won't make their job any easier. Or more fun, for that matter. 

Wouldn't it be easier if businesses answered questions before they're asked, with proactive notifications? The WhatsApp Business API has a way to make things a bit easier on your customer contact centre. 

How? With Message Templates.

What are Message Templates, you ask? Message Templates are pre-approved messages that you can send in both inbound and outbound communication with your customers. Companies can use these messages to send notifications to those customers with an active opt-in for WhatsApp notifications. To personalise the message, you can use the numbered placeholders {x} filled with letters, digits, special characters and spaces. Below we explain this process with some examples of how you can use these Message Templates to optimise customer care.

Return or refund requests: When a customer contacts you with a question about a return (Did you receive my item? When will I receive my refund? How does the return process work?), this can be easily handled with a Message Template. When using the right triggers, for example, using the customer profile belonging to the used phone number and checking the given order number, you can send messages explaining whether the return order was received and how long the process typically lasts.

Hi {1}, we received your return in good order. You can expect your refund within three working days.

Hi {1}, we're sorry that you didn't enjoy your meal. You can expect your refund within three working days.


Order updates: Actively send out purchase updates with delivery notifications or delivery tracking. This keeps your customers updated regularly, making it unnecessary for them to call your customer care centre when they become impatient about their order status.

Hi {1} Your order with number {2} is on its way to you. You can track your package here {3}.


Product availability requests: When a product is out of stock, you can allow your customers to opt-in for an availability update via WhatsApp. This way, you can easily get visitors in-store or online when the product is back in stock.

Hi {1} Great news, the {2} you liked is back in stock. Enjoy free delivery on us by using voucher code {3} at checkout. Shop now.


Orders and billing: This entails, amongst others, purchase receipts. Once payment is successful, you can send out an automatically generated message template informing your customer that the payment for order number {1} has been received.

Hi {1} Thank you for your payment. Your order number is {2}, and you can track the status of your order by following the link {3}.


These were just a few of the many examples of how you can use the WhatsApp Business API Message Templates to actively inform customers for improved customer satisfaction, engagement and conversion. WhatsApp and your WhatsApp Business API distributor may provide you with Message Templates, or you can request your own. WhatsApp and your Authorised Distributor do approval of Message Templates for the WhatsApp Business solution.

Important to note is that you will need an active opt-in from your customers for outbound use of these Templates. Otherwise, they may be used only in the customer care window initiated by the customer. Suppose the customers have any questions after receiving your notifications. In that case, they can ask for more information by simply replying to your message, opening up such a customer care window in which you can communicate freely. Besides using Message Templates, you can also have a spontaneous chat, where you can type your messages with rich media in response to a customer-initiated conversation.

Get started with WhatsApp Business

Are you ready to take your customer care to the next level? Request a WhatsApp Business account today and explore the many other possibilities it holds for your business. After you have registered a CM.com account, you'll find Channels on your CM.com logged in Dashboard; click the WhatsApp icon where you can fill in your business information and create a profile.

Ready to get started with WhatsApp Business?

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