Talk organized by Renous Consulting on July 4th, 2020 between Aakrit Vaish, CEO Haptik and Varun Dhingra, CEO Renous Consulting.
WhatsApp commerce launched in February 2018 allows new means to sell and offer products and services to customers directly. As a brand/business using WhatsApp API or business interface, one can build technology, services, catalogue such that end value proposition is one phone number, which can be distributed amongst customers. After website and mobile app, the third major platform is business WhatsApp number.
Let’s understand the whole analogy of platform and ecosystem. Just like App Store is the platform for mobile apps, WhatsApp is the platform and ecosystem is something that needs to be built on top of that, by investing in technology and resources. Out of 10 websites a consumer uses, 4 are easy to use, 3 are difficult and 3 are not user friendly. WhatsApp platform is a new platform, so businesses have to think about the best way to build their set up. They have to decide upon AI capabilities to be plugged in, what payment methods to provide, ways to make it more user friendly, etc.
Being a messaging app, customer care is the most naturally added business on WhatsApp. Adoption of same we noticed last year. In the next phase, we will see a lot of e-commerce and hyperlocal offerings. After that, another phase will be nonhyperlocal offerings like apparel and later on gradually all types of services like CA or lawyer services will be adopted.
If this WhatsApp platform and whole ecosystem is successful, then mom-and-pop stores and small & medium business will not need a website or mobile app to run their business. They will need a WhatsApp channel to facilitate the transaction and also to build and enable that channel will become as easy as setting up a templatized website.
The first step to start with WhatsApp platform is set up the account and get a number. Second, to circulate WhatsApp number marketing activities needs to be carried out. The best and the easiest way is to put the number in various WhatsApp groups. Also, businesses can mention the WhatsApp number during regular communication, like messaging or one to one conversation, with their customers. WhatsApp groups and WhatsApp communication are the best way to market the number to attract business.
Businesses can publicize number to customers by carrying out marketing activities like putting on the packaging or putting it at different places such that customers can read. Customers can place the order over chat and their order can then be delivered by the business. Any person can transact in WhatsApp commerce even if the number is not saved.
WhatsApp Commerce for Brands: All you need to know