Are you familiar with WhatsApp’s “shopping cart” feature?

Feature helps the consumer to organize the desired items and facilitates the purchase at the end of the order

WhatsApp has been implementing a number of features in the Business version to make it easier for users to buy. At the end of 2020, in December, the most popular messaging application in the West launched a “shopping cart” feature in conversations with merchants. 

This feature helps the consumer to organize an order from the “catalog” – another function of the version available only in the business version. Used strategically, this feature can help both consumers and supermarkets to organize long orders, in the case of replacement purchases for households, and optimize the management of this communication and sales channel that has undergone a real boom with the Covid-19 pandemic.


How does the WhatsApp shopping cart work?


In conversations with Business accounts, the customer accesses the “catalog” tab, where he/she finds the available products. He/she selects the product and the desired quantity, and if the person wants to buy more than one unit just click the “add to cart” button. 

On the next screen, besides reviewing the order items, the customer can start a conversation with the shopkeeper to arrange payment – on delivery, or via card, Pix (Brazilian electronic and instantaneous means of payments and bank transfers), or other methods. The order is concluded when the merchant confirms the payment. 

So far, the shopping cart does not make payments yet, but acts as an organizer and initiator of the purchase. However, this should change soon. In March of this year, the Central Bank authorized WhatsApp to perform banking transactions through the application itself – after revising a June 2020 decision that did not approve the payment method. 

This authorization should speed up the transactions performed by the application itself and create a payment/social networking/instant communication ecosystem, similar to what already happens in China with WeChat, a popular application that besides the functions already mentioned here, adds others such as cab ordering, electronic games, and other features. At the end of 2020, China’s social commerce market ended the year with a total amount of transactions of $242.41 billion.