WhatsApp bets on ‘conversational commerce’ as a brand new enterprise channel in Brazil

Director for Brazil of the platform, Guilherme Horn says, in an interview with GLOBO, that the company is also studying making payment via the app, now available in India

A country where WhatsApp penetration is the largest in the world, Brazil is in the crosshairs of the platform in its plans to monetize the business.

In March, for the first time, Meta, the company that controls WhatsApp and also owns Facebook and Instagram, hired a director to run the Brazilian operation.

In an interview with GLOBO, Guilherme Horn, who made a career in the financial market (Órama Investimentos, Banco BV and Ágora brokerage), details the company’s plans to turn its public success into a source of funds.

— Consumers are tired of cold apps or websites, that is, where they don’t talk to anyone or have a recommendation. “Conversational commerce” is going to be a new business channel,” says Horn.

“Conversational commerce” is nothing more than the interaction of companies with their customers via WhatsApp.

An increasing number of companies, of all sizes, are using the tool to promote product catalogs, talk to customers and close deals via messages.

Another function under development is payment for the app. Today, individuals can transfer money via WhatsApp using Facebook Pay. Soon, it will be possible to pay for a purchase through the tool – an option that the platform has already debuted in India.

In the full report, exclusive to GLOBO subscribers, learn how WhatsApp intends to make its popularity in Brazil a source of revenue for the company.

Source: The Globe