10 WhatsApp Marketing Ideas For eCommerce Stores & Some Great Examples

When we say that online stores should invest in a WhatsApp marketing strategy, we mean it. 

And we have statistics to back us up.

✅ WhatsApp messages have a 98% open rate, making it one of the most effective messaging platforms for direct communication.

✅ 90% of messages are read within 3 minutes of being sent, which is significantly faster than emails, where response times are often much longer.

✅ Over 70% of eCommerce sales are made via mobile devices, and WhatsApp is seamlessly integrated into this mobile-first shopping experience

So, how can you implement WhatsApp marketing to boost conversions? Let’s dive in!

10 WhatsApp Marketing Strategies for eCommerce Stores 

1. Re-engage Abandoned Carts

2. Automate Common Customer Support Queries

3. Offer Real-Time Order Tracking After Purchase

4. Smoothen Out Your Product Returns/Exchanges

5. Personalize Product Recommendations

6. Send Out Reminders aAutomatically

7. Create A Drip With WhatsApp Flows

8. Use WhatsApp Channels

9. Use WhatsApp As Part Of Your Product Launch

10. Cross-promotion with Other Channels

1. Re-engage Abandoned Carts

WhatsApp Strategy: Send a WhatsApp message reminding customers about their abandoned cart within 30-60 minutes of abandonment.

How to Personalize your WhatsApp Message:

• Use the customer’s first name
• Show the specific product(s) left in the cart
• Offer a quick checkout link
  📌 Example Message:
  "Hey [Name], we noticed you left [Product Name] in your cart. It’s still available, but stock is running low! Complete your order now: [Checkout Link]"

When should you send personalized cart reminders on WhatsApp?

Timing plays a crucial role in your WhatsApp cart recovery strategy. 

The best approach is a multi-step follow-up sequence:

First Reminder (30-60 Minutes After Abandonment) – Gentle Nudge

• Customers are still in shopping mode, so this is the best time to remind them.
• Keep it friendly and helpful, not pushy.
• Include product image & quick checkout link.

Example Message:
👋 Hey [Name], did something distract you?
You left [Product Name] in your cart! It’s still available, but stock is running low! 🚀

🛒 Resume your checkout now: [Checkout Link]

🛍️ [Product Image]

Need help? Reply “HELP” to chat with our team! 💬

Second Reminder (12-24 Hours Later) – Incentive & Urgency

• If the first reminder doesn’t convert, offer a small incentive (e.g., 5-10% discount or free shipping).
• Add a sense of urgency (cart expiring soon, limited stock).
• Address common hesitations (returns, quality, payment security).

Example Message:
🚀 Final Chance, [Name]!
Your cart with [Product Name] is still waiting! We’re offering you FREE shipping if you complete your purchase in the next 12 hours!

🎁 Use code: FREESHIP at checkout!
🔗 Checkout Now: [Checkout Link]

🔥 Only a few left in stock! Don’t miss out.

Final Reminder (48 Hours Later) – “Last Call” Before Cart Expires

• If the customer hasn’t purchased yet, send a final warning before the cart expires.
• Use FOMO (Fear of Missing Out) by stating that the cart will be cleared or the product will sell out soon.

Example Message:
⏳ Last Chance, [Name]!
Your cart is about to expire in 2 hours! Don’t lose [Product Name] – grab it before it’s gone!

🚀 Checkout now & get a surprise gift! 🎁

🛍️ [Checkout Now] [Link]

2. Automate Common Customer Support Queries 

Set up a WhatsApp chatbot to instantly handle frequently asked questions (FAQs) about your eCommerce store and products.

Reduce human intervention by automating responses to:

• Order Status 
• Payment issues 
• Return & refund policies 
• Shipping & delivery tracking 
• Product availability 

Example Automated Response for Order Tracking:

👋 Hey [Name]! Need help with your order?

Track your order here: [Tracking Link]

Reply with:

📦 1 – Check Order Status

💰 2 – Refund/Return Request

📞 3 – Talk to an Agent

TIP – Use WhatsApp Flows to create an in-line form right on WhatsApp – so shoppers can fill in the reason for return/refund (which will help cut down friction and improve the post-purchase experience).

3. Offer Real-Time Order Tracking After Purchase

WhatsApp real-time order tracking & updates provide instant notifications, reducing customer anxiety and support requests while increasing brand reliability.

Here’s why it works:

• Instant Notifications – 98% open rates ensure customers never miss an update.
• Real-Time Tracking – Live status updates on order confirmation, shipping, and delivery.
• Reduces Support Queries – Fewer “Where’s my order?” (WISMO) requests.
• Enhances Customer Experience – Transparent communication builds trust.
• Supports Rich Media – Send images, tracking links, maps, and videos.

Key Post-Purchase WhatsApp Notifications for Order Tracking

a. Order Confirmation Message (Immediately After Purchase)

Purpose: Assures the customer that their order was received successfully.

Example Message:
Order Confirmed! 🛍️
Hey [Name], thanks for shopping with us! Your order #[Order Number] has been placed successfully. 

📦 Order Summary:
[Product Name] – $29.99
Shipping Address: [Customer’s Address]
Estimated Delivery: [Delivery Date]

Track your order: [Tracking Link]

Need help? Reply "SUPPORT" to chat with us!

b. Order Shipped Notification (When Order is Dispatched)

Purpose: Inform the customer that their order is on the way, reducing anxiety.

Example Message:
Your Order is on the Way!
Hey [Name], great news! Your order #[Order Number] has been shipped. 🏃‍♂️

Carrier: [Courier Name]
Tracking Link: [Tracking Link]
Expected Delivery: [Delivery Date]

Stay excited! 🎉

c. Live Order Tracking Updates

Purpose: To keep customers updated on the order’s real-time movement.

Example Message:
Your order is out for delivery! 🚚
Hey [Name], your package #[Order Number] is on its way to you and will arrive today! 🎉

Track in real-time: [Tracking Link]

Be ready to receive it! Need help? Reply "SUPPORT"

d. Delivery Confirmation & Feedback Request

Purpose: Confirm successful delivery and collect feedback, and collect data for customer satisfaction.

Example Message:

Delivered! 🚚
Hey [Name], your order #[Order Number] has been delivered! We hope you love it. ❤️

How was your experience?
Loved it! – [Google Review Link]
It was okay. – [Feedback Form]
Not happy? – Reply & we’ll make it right!

e. Delayed Order Update

Purpose: To keep customers informed if there is a delay.

Example Message:
Update on Your Order
Hey [Name], we’re sorry! Your order #[Order Number] is facing an unexpected delay due to [Reason].

New Estimated Delivery: [New Date]
Track Your Order: [Tracking Link]

We truly appreciate your patience! ❤️ Reply SUPPORT if you need assistance.

f. Failed Delivery Attempt Notification

Purpose: Notify the customer if delivery was unsuccessful and allow rescheduling.

Example Message:
Missed Delivery Attempt
Hey [Name], we tried delivering your order #[Order Number], but we couldn’t reach you.

New Attempt: Tomorrow
Reschedule Here: [Reschedule Link]

Reply "HELP" if you need support.

4. Smoothen Out Your Product Returns/Exchanges 

30% of all products bought online are returned.

Here’s how WhatsApp can help your marketing strategy and post-purchase experience:

• Instant & Automated Return Requests – Reduce customer frustration with a simple one-click return process.
• Real-Time Updates – Keep customers informed about their refund status.
• Lower Support Workload – Automate FAQs, return requests, and refund policies.
• Higher Customer Retention – A smooth return experience increases brand trust.
• Personalized Assistance – Resolve issues faster via chatbots or live agents.

Key WhatsApp Notifications To Send For Raising Returns

a. Easy Return Request Initiation

Purpose: Make return initiation quick and hassle-free.

Example Message:
Want to Return Your Order?
Hey [Name], we’re sorry that [Product Name] didn’t meet your expectations. You can request a return in seconds!

Order ID: #[Order Number]
Eligible Until: [Return Deadline]
Start Return: [Return Request Link]

Need help? Reply "SUPPORT" to chat with us.

b. Return Pickup Scheduled Notification

Purpose: Notify customers when their return is scheduled for pickup.

Example Message:

Return Pickup Scheduled!

Hey [Name], we’ve scheduled a pickup for your return #[Order Number] on [Pickup Date].

Courier: [Courier Partner]

Track Pickup Status: [Tracking Link]

Make sure the package is ready! Need to reschedule? Reply "RESCHEDULE".

c. Refund Processed Notification

Purpose: Inform customers when their refund is approved or processed.

Example Message:

Refund Processed Successfully!

Hey [Name], we’ve processed your refund of $[Amount] for order #[Order Number].

Refund Method: [Payment Mode]

Expected Credit Date: [Refund Date]

Check your bank statement for confirmation. Need help? Reply "SUPPORT".

d. Refund Delayed Notification

Purpose: Keep customers informed if there’s a delay in their refund.

Example Message:

Refund Update for Order #[Order Number]

Hey [Name], we’re facing a slight delay in processing your refund.

New Expected Refund Date: [Date]

Amount: $[Amount]

We truly appreciate your patience! Need urgent help? Reply "SUPPORT".

5. Personalize Product Recommendations 

According to research, product recommendations can account for up to 31% of an eCommerce store's revenue.

On average, customers buy 12% of their total items from recommended products.

Here’s why this WhatsApp marketing strategy works: 

• Higher Engagement – 98% open rate and 45-60% response rate on WhatsApp messages.
• Personalized Shopping Experience – AI-driven recommendations based on purchase behavior.
• Faster Conversions – Customers can directly purchase products from WhatsApp.
• Reduce Cart Abandonment – Recommend complementary products to encourage checkout.
• Supports Rich Media – Send images, videos, and buttons for seamless shopping.

Types of Product Recommendations via WhatsApp

a. Personalized Recommendations Based on Past Purchases

Purpose: Suggest products based on the customer’s previous orders.

Example Message:

Hey [Name], You Might Love These!

Since you bought [Previous Product], we thought you’d like these too:

[Product 1] – [Image & Link]

[Product 2] – [Image & Link]

[Product 3] – [Image & Link]

Get 10% OFF if you order within 24 hours! Use code WHATSAPP10

Tap to Buy Now!

b. AI-Driven Browsing-Based Recommendations

Purpose: Suggest products based on browsing behavior & interests, and also tackle browse abandonment.

Example Message:

Still Looking for the Perfect Match, [Name]?

We noticed you were checking out these styles. Grab them before they sell out!

[Product Name 1] – [Image & Link]

[Product Name 2] – [Image & Link]

Order now & get FREE Shipping on your purchase today! 

Need help choosing? Reply “ASSIST” to chat with an expert.

Here’s one browse abandonment WhatsApp marketing example in action:

c. Cart-Based Upsell & Cross-Sell Recommendations

Purpose: Increase AOV by recommending complementary products.

Example Message:

Almost Ready, [Name]! Complete Your Look:

Your cart is waiting, and we’ve picked some perfect matches for your order:

[Main Product in Cart]

[Matching Product] – [Image & Link]

[Another Complementary Product] – [Image & Link]

Buy Together & Get 10% OFF! Offer valid for 3 hours only.

Complete Your Order Now [Checkout Link]

d. New Arrivals & Exclusive Drops

Purpose: Promote fresh inventory or exclusive collections.

Example Message:

New Arrivals Just Dropped!

Hey [Name], we just launched exclusive styles you’ll love! Be the first to grab them.

[Product 1] – [Image & Link]

[Product 2] – [Image & Link]

Limited stock available! Order now & get a special gift. 

Need recommendations? Reply "HELP"!

e. Holiday & Seasonal Product Suggestions

Purpose: Promote curated seasonal or festive shopping collections.

Example Message:

Holiday Deals Just for You, [Name]!

Get ready for the season with our bestsellers! 

[Holiday Product 1] – [Image & Link]

[Gift Set 2] – [Image & Link]

Special Offer: Buy now & get FREE gift wrapping! 

Hurry! Limited-time deal. 

f. Replenishment Reminders for Consumable Products

Purpose: Encourage repeat purchases for subscription-based or frequently used products.

Example Message:

Time for a Refill, [Name]?

We noticed you might be running low on [Product Name]. Reorder now & get 5% OFF!

Order Now: [Reorder Link]

Next-Day Delivery Available!

Reply "YES" to reorder instantly.

6. Send Out Reminders Automatically

Like a personal butler. The only caveat here: use this WhatsApp marketing strategy only when shoppers don’t engage with your emails, or if you’ve got something that’s actually urgent. 

Here’s what we mean:

When to send automated reminders on WhatsApp

a. Before a livestream event starts

Purpose: Remind shoppers who’ve not engaged with your registration emails or the joining link email.

Example message:

Hey [Name], 

*Quick reminder:* our livestream starts in 30 minutes!

🎁 Expect surprise drops + live-only perks.

Join us here: [Livestream Link]

Want a reminder 5 minutes before? Tap reply "REMIND LATER" 

Reply "STOP" to opt out

[‘Remind Later’ Quick Reply]

b. Free trial reminder / Subscription renewal

Purpose: Remind shoppers to upgrade / renew their subscription to enjoy free products.

Example message:

Hi [Name], today is the last day to get free merch on every order.

Here’s a sneak peek of the free stuff your next order will have, if you renew today:

[Product 1] – [Image & “Renew Now” Link]

[Product 2] – [Image & “Renew Now” Link]

Need help choosing a plan? Reply "HELP"

c. Inactivity

Purpose: Offer surprise rewards, so shoppers re-engage quickly.

Example message:

Um, hi {name},

We haven’t seen you for a while. So here’s $X. Do us a favor and use it, will ya? 🧡

Want out? Reply with ‘Stop’

[‘Claim your Cash’ Link]

[‘Send me reccos’ Quick Reply]

d. Back in stock products

Purpose: Let shoppers know they are first in line for a restocked product, and if they don’t hurry, the stock will run out.

Example message:

[Product Image]

[Product Name] is BACK, BABYYY! 🤙

[Name], we kept you first in line (tell no one though)!

Buy it first, NOW!

Reply ‘Stop’ to unsubscribe

[Shop {Product Name} Now]

Here's one WhatsApp marketing example in action, using the above strategy:

e. Review not filled

Purpose: Remind shoppers who’ve not left a review after buying a product.

Example message:

Hey [Name], how was your [Product Name]?

Drop a quick review & get a 10% code — takes just 2 mins.

[‘Write a review’ Link]

[‘Remind Me Later’ Quick Reply]

Quick Tip: You can collect customer satisfaction scores (CSAT) on the WhatsApp messaging app by asking shoppers to rate orders on a scale of 1 to 10. If the number is below 7, immediately trigger a transfer of the chat to a live agent (and raise a ticket on your CRM/CDP to follow up on email).

f. Loyalty program updates 

Purpose: Send transactional confirmations (as utility messages) regarding tiers, like ‘you have x points’ + re-engagement messages, like “you haven’t spent in a while”, or your “points will expire in x days.”

Example message:

⏰ [Name], your 200 points expire in 3 days.

Use ’em before they vanish 👇

[‘Use My Points’ Link]

[‘Check My Balance’ Quick Reply]

TIP – If you run a WhatsApp chatbot for service, offer options in your chat menu to check loyalty points balance, through quick replies or through WhatsApp flows.

7. Create A Drip With WhatsApp Flows

Works like drip marketing, but for WhatsApp.

Strategy - Create a chatbot-like experience to deliver better content in the long run. 

How to use WhatsApp flows for eCommerce

a. Run challenges

Purpose: Keep shoppers engaged and excited while you test out recommendations.

Example message:

🔥 Are you a real [Brand]head?
Take our 3-day style challenge and unlock an exclusive perk at the end.
Ready to start?
👇 Tap below to join the challenge.

[CTA Button: Start Challenge]

 Reply STOP to opt out.

b. Tailor Quizzes or Update Preferences

Purpose: Collect shopper data to personalize upsells and cross-sells.

Example message:

🧠 Let’s personalize your experience, [Name]!
Tap below to answer 5 quick questions.
Takes less than a minute, promise.

[CTA Button: Take Quiz, FREN]

Here's how Funko Europe does this:

‍

c. Raise return requests

Purpose: Get more structured answers right from the start; so shoppers can select options, instead of them having to write the reasons out.

Example message:

⚠️ Need to return something? Let’s sort it fast.
Tap below to raise a return — we’ll guide you through the next steps in less than 60 seconds.

[CTA Button: Start Return]

TIP – Have options in the flow, based on frequently encountered return reasons, like “product stopped working”, “not my size”, etc.

d. For reviews

Purpose: Know which shoppers would actually fill in the review link in one go, and which ones won’t.

Example message:

[Name], we’d love your feedback on [Product Name].
Got 1 minute to share your thoughts? 

There’s something of a surprise too. 🤫

[CTA Button: “Yes, I’ll Review”]
[Quick Reply: “Nah”]

TIP – Always have a coupon off for the next purchase as a reward when shoppers review (this way you prime up the next purchase), but for shoppers who don’t review, change the framing as ‘immediate cashback’, so they feel compelled to complete the review.

8. Use WhatsApp Channels

WhatsApp Channels are like public newsletters, but on WhatsApp. A mega group of all your subscribers. Kinda like free advertising, if you ask us. 

Strategy - Repurpose your email and community engagement strategy to create breadcrumbs that any channel visitor can use to get hooked. Hooked on products, discounts, with a whole lotta social proof.

What can you promote in your WhatsApp channels?

• New drops & restocks – announce it a few hours before you do it on Instagram.
• Exclusive sales or pre-orders – make it feel secret. Even if it’s not.
• Show results of challenges or UGC contests from your WhatsApp Groups – create social proof and also drive sign-ups (send a form link to vet shoppers).
• First access to exclusive Behind the Scenes – like, leaked group chats of your employees, this’ll let your channel members feel like insiders.
• Product education / care tips – especially for skincare, fashion, or high-ticket stuff — fewer returns, more love.
• Your spicy takes – share hot opinions, market commentary, or micro-content that builds brand voice (and saves your content team 3 hours).

Here’s a sneak peek of Minecraft’s WhatsApp Channel:

9. Use WhatsApp As Part Of Your Product Launch  

When compared to email open rates, which can be as low as 20-30%, WhatsApp messages have one of the highest open rates of any marketing channel (98%), ensuring that your launch announcements and offers reach your audience effectively.

WhatsApp Marketing Tactics for Product Launch

a. Teaser Campaigns (Build Excitement Before Launch)

Purpose: Build anticipation by sending sneak peeks, countdowns, or cryptic messages that pique curiosity.

Example Message:

Something BIG is Coming Soon!

Hey [Name], we’ve got something new in the works, and we can’t wait to share it with you! 🤫

Stay tuned for an exclusive preview of what’s coming…

Mark your calendar for [Launch Date]!

Tap “YES” to get first dibs!

b. Launch Day Announcements (Major Event)

Purpose: Announce the product launch in real-time and create urgency for early adoption.

Example Message:

It’s Here! The wait is over, [Name]!

Our latest product, [Product Name], is now LIVE and ready for you to experience! 

🌟 Why You’ll Love It:

[Feature 1]

[Feature 2]

[Feature 3]

Grab Yours Now [Link] – Limited Stock Available!

Need help? Reply “SUPPORT” for more info

c. Exclusive Pre-Launch or VIP Access

Purpose: Offer loyal customers or WhatsApp contacts early access or an exclusive deal to create a sense of VIP treatment.

Example Message:

Exclusive VIP Access for You, [Name]!

As one of our top supporters, we’re giving you early access to our [Product Name] launch before it’s available to the public! 

Shop Now & use "VIP10" for a 10% Discount.

Hurry, only available for the next 24 hours!

[Shop Now Link]

d. WhatsApp Group for Launch Updates & Live Q&A

Purpose: Create a WhatsApp group where customers can get real-time updates, ask questions, and interact with brand representatives. This creates a sense of community and exclusivity.

Example Message:

Join Our Exclusive Launch Group!

Be part of our VIP [Product Name] launch community and get access to:

Real-time updates

Live Q&A with our product experts

TIP – Make sure your email subscribers get a direct invite to the launch WhatsApp group – here’s how Couture Club does it in their email:

e. Post-Launch Follow-up (Reviews & Feedback)

Purpose: After the product has launched, engage customers by asking for reviews and feedback to create social proof and boost sales.

Example Message:

We’d Love to Hear from You, [Name]!

Now that you’ve tried our new [Product Name], we’d love to hear your thoughts! 

Leave a review and get 10% OFF your next purchase!

[Link to review page]

Need help? We’re always here for you! Reply "HELP" for assistance.

10. Cross-promotion with Other Channels

WhatsApp serves as a highly interactive and personalized tool, but when combined with email, social media, and paid advertising, it can create a seamless omnichannel experience that enhances your overall marketing strategy.

a. Email Marketing + WhatsApp

Purpose: Drive customers from email newsletters to WhatsApp for more personalized interactions and offers.

Strategy - Include WhatsApp Opt-In Links in Email Campaigns

Add a WhatsApp CTA (Call to Action) in your email newsletters, encouraging customers to join your WhatsApp list for exclusive offers, product recommendations, and quick customer support.

Example:

📧 In the email:
"Want to get personalized product recommendations? Join our exclusive WhatsApp list and chat with us directly for special offers!"

🔗 WhatsApp Opt-In Link:
"Click here to join now!" (Link to WhatsApp group or direct chat)

Here’s an example of this WhatsApp marketing strategy in action from eCommerce brand Native Union:

Strategy - Use WhatsApp for Follow-Up on Email Campaigns 

After sending out a product announcement or promotional email, follow up on WhatsApp with personalized messages, answering any customer questions, and offering special discounts.

Example:

Email: “Check out our new collection!”

WhatsApp Follow-Up: “Hey [Name], we noticed you checked out our new collection. Can I help you find something perfect for you?”

b. Social Media + WhatsApp

Purpose: Drive social media followers to WhatsApp for personalized support, VIP offers, and exclusive updates.

Strategy - Add WhatsApp Link to Social Media Profiles: Include a WhatsApp link in your Instagram bio, Facebook page, and Twitter profile so followers can quickly contact you for personalized shopping assistance.

Example Instagram Bio:

"Chat with us on WhatsApp for exclusive offers and product recommendations! [WhatsApp Link]"

Share WhatsApp CTA in Posts & Stories: Create social media posts or stories encouraging your followers to join your WhatsApp list for early access, special deals, and one-on-one support.

Example Post:

“Want VIP access to our latest launch? Join our exclusive WhatsApp group today! [Link]”

TIP – Use WhatsApp for Social Media Contests or Giveaways: Host a contest or giveaway and have participants join your WhatsApp list for entries or to receive an exclusive promo code.

Example:

"Join our WhatsApp group for a chance to win a [Product] and get exclusive launch updates. Sign up now [WhatsApp Link]!"

c. SMS Marketing + WhatsApp

Purpose: Use SMS to capture initial interest and then drive customers to WhatsApp for more personalized communication.

Strategy - Combine SMS Alerts with WhatsApp Invitations 

Send an SMS alert about a sale or product launch, and then encourage recipients to join your WhatsApp list for more details and exclusive access.

Example:

“Hi [Name], we just launched our [Product Name]! Get an exclusive 10% OFF by joining us on WhatsApp for a limited time. Click here to join.”

d. Ads + WhatsApp
Purpose: Convert curiosity into conversations and conversions.

Strategy - Use ads to retarget and convert mid-funnel shoppers. Send ad traffic straight into a WhatsApp chat – instead of a long landing page.

Here’s how you do it:

i. Use click-to-chat ads for:

• Consultations (e.g. “Get personalized skincare in 60 secs”)
• Size/fit guides, product pairing help
• Triggering offers post-engagement (e.g. “Message us to unlock 15% off”)

ii. Ads in WhatsApp Statuses 

A new feature (will roll out across the world soon). The idea is that people already check statuses (same thing as Instagram stories) 50 times a day – so, why not use it? Here’s how WhatsApp plans to show it:

TIP – You can also include opt-in links for WhatsApp on packaging with a link through QR – include copy like “scan for a surprise,” which will launch a WhatsApp chat – confirm user details and offer a cashback on the order or a “$X off your next order.”

WhatsApp Marketing Strategy Example from e.l.f Cosmetics 

e.l.f. Cosmetics is a great example of an eCommerce brand using WhatsApp marketing to enhance customer engagement, build brand loyalty, and drive sales. 

Here’s an overview of how e.l.f. Cosmetics effectively use WhatsApp as part of their marketing strategy:

e.l.f. Cosmetics uses WhatsApp pop-ups on its website to encourage visitors to join its WhatsApp list for exclusive updates, promotions, and customer support.

Once a customer subscribes to the WhatsApp list, they are immediately sent a welcome message via WhatsApp containing the first-order discount code. 

The message is personalized and highlights the benefits they just unlocked.

This message provides a discount and a direct shopping link, making it easy for customers to make a purchase.

e.l.f. Cosmetics leverage WhatsApp to send personalized product recommendations based on customer preferences and previous purchases. 

For instance, a customer who has purchased a foundation might receive messages about matching concealers, setting powders, or new product launches. 

These recommendations make customers feel valued and encourage repeat purchases.

Additionally, e.l.f. offers live consultations through WhatsApp, where customers can interact with beauty experts who provide tips, tutorials, and product suggestions based on the customer's unique needs.

Best Practices For Running eCommerce WhatsApp Campaigns

1. A/B test WhatsApp message types

Strategy - Find which WhatsApp message templates perform best for each business goal and customer journey.

Three types of message templates exist for business goals that eCommerce businesses often have:

a. Marketing Message Templates:

• Text with images/videos/GIFs/docs/links

Use this one for nearly everything, from cart abandonment links to product manuals.

• Media carousel (10 cards)    

Use this one for browse abandonment, cart recommendations, etc.

• Coupon code template

Use this one to add some text, a copy code button – ideal for cart abandonment, as well.

• Flow template (series of decisions)

You can create a full-blown chatbot-type WhatsApp automation with this type of template.

• Catalog messages

You can show multiple or singular products from your catalog (remember: you can show up to 30 products in multi-product messages).

b. Utility Templates:

Almost like Marketing templates, but without:

• Coupon codes
• Catalog messages

Used for order updates, delivery alerts, invoice PDFs, payment confirmations, etc.

c. Authentication Templates:

Strictly text-only, security-focused. Has no room for many customer interactions except for copying codes and opting out.

• Can include: login codes, expiration times, and tap-to-copy CTAs
• No images, links, or catalog data

Key A/B Tests to run for WhatsApp Messages:

a. Quick Reply vs Link CTAs

One keeps the conversation going, the other stops and takes shoppers to the destination. Like, A: “Resume Checkout” [Quick Reply] vs. B: “Complete Purchase” [Direct Link]

b. Image vs. No Image

The goal is to see which one gets shoppers to act faster (no one likes blocks of text, though). Test, A: With product image vs. B: Text-only urgency + CTA

c. Media Carousel vs. Single Message

Carousels are excellent when you're recommending stuff, but do they work for most message types is the test. For example,   A: Carousel showing item status with product images (“Shipped”, “Delayed”, “On Hold”) vs.  B: One focused message with tracking link and delay reason

d. Single Catalog vs. Multi Catalog Messages

Too many options might distract. Focused offers might convert faster. For example: A: One category (focused selection) vs. B: 3-5 categories (scrollable gallery)

TIP – Test between image and no image on real time inventory update campaigns, like out of stock and back in stock campaigns. 

2. Set an awesome welcome right from the opt-in

Purpose: Solve tracking, which is a huge problem in WhatsApp.

Strategy - Use ‘click to chat’ links with pre-set messages to trigger different welcome templates by campaign – this way, you know which campaigns drive the most chats.

Most brands forget this — the chat doesn't start automatically. You need the user to reply (even a simple “Hi”) to trigger automation.

And no, you don’t need NLP for that. Here’s how Funko Europe does it.

3. Ensure your WhatsApp Business Profile identifies you

By that, we mean having a clear description of:

• Your hours – when your service staff are available
• Profile picture – a logo
• Name – Like are shoppers talking to a service channel or a broadcast channel (don’t name it ‘marketing’ or ‘broadcast channel’ though)
• Website link – as well as your social channels like Instagram
• Catalog link – especially if you’ve a marketing channel
• A ‘Verified’ badge – goes a long way (and instills trust, fast)

4. Time your messages right

Strategy - Send when people will actually engage with your messages and build up the Meta Quality Rating – for example, during lunch hours, the first procrastination break (at 12 PM).

Just like emails, WhatsApp doesn’t like spam. Initially, on sign-up, all businesses are limited to 250 conversations per 24 hours. And there’s good reason why: WhatsApp is incredibly personal.

⚠ Remember: The best time to send WhatsApp messages changes by who you target, younger generation shoppers or students are more likely to engage between 4 to 8 PM, instead of early morning. 

However, if you’ve a CDP or CRM linked to your WhatsApp marketing, here are a few golden instances for when you can absolutely reach out. 

• By website behavior – add to cart, view product / category
• Before events like livestreams (where shoppers have registered by email)
• Birthday wish (send a separate offer via email, just ask to check their email)
• When shoppers actually go inactive (but space out the follow-ups)

TIP – You can even retarget with click-to-WhatsApp ads on inactivity – if shoppers actually do engage, you can re-engage free-of-charge within 72 hours.

5. Segment broadcast lists for promotions

Like you would on email lists. On WhatsApp, it costs you and annoys the shopper.

What to segment by:

• Last order date
• Browsed but didn’t buy
• Product category interest
• Loyalty tier
• Discount sensitivity

Example segments:

Skincare buyers who haven’t reordered in 60 days, High spenders, Cart abandoners, Browsers of a particular category, Abandoners who bought a particular size

TIP – Set message templates to trigger automatically based on site behavior — but don’t message someone who already got a ping in the last 24 hours. That’s why you need to link your CDP — so WhatsApp marketing stays smart, not spammy.

6. Use WhatsApp Groups to build a creator community

Strategy - Create an environment so shoppers post, flex, vote, and influence what comes next for your brand.

How to create a WhatsApp group marketing strategy for eCommerce stores:

1. Set the ground rules (and structure):

• Your WhatsApp Business Profile has to be in the group — but it can’t reply or post
• Keep team members as group admins (with personal numbers, ideally labeled clearly)
• Assign team members as group admins — they'll handle updates, pin important messages, and keep spam out

TIP – Keep the group rules pinned to act as a welcome, and leave FAQ’s in the group description with a feedback link. 

2. How to get people into the WhatsApp group:

• Drop opt-ins during active 1:1 WhatsApp chats
• Add CTAs in emails and post-purchase flows
• Use manual invites for top customers ("You've been selected...")

TIP – Promise the community and feather the fan on the ‘selected shopper’s expertise’ – ‘you’re selected because you’re a pro’ or ‘connect with like-minded enthusiasts/pros like you.’

3. Appoint shopper-experts inside the group:

• Pick 2–3 loyal customers, creators, or superfans to act as “community leads”
• Let them:
  • Answer questions
  • Start conversations
  • Collect feedback in real time
  • Test out new product samples or flows

4. Keep the engagement at all-time highs:

• Run 1-click polls to test new prints, flavors, or packaging
• Share sneak peeks and ask for reactions before launch
• Launch referral contests: “Get 3 friends in here, win store credit”
• Invite creators into your WhatsApp group as a surprise – host an AMA style chat for some hours
• Be human, and discuss news around the world

7. Use different WhatsApp numbers for customer support and marketing

This’ll not confuse you and your shoppers, and help you maintain your Quality rating. 

But don’t go creating four different numbers – this’ll just confuse shoppers needlessly. 

WhatsApp Marketing Strategy for eCommerce - FAQs

1. How can I collect WhatsApp subscribers for my eCommerce store?

You can collect subscribers by:

• Add a WhatsApp opt-in pop-up on your website offering discounts, exclusive offers, or free resources in exchange for joining your WhatsApp list.
• Run social media campaigns with WhatsApp links that direct followers to join your list for special updates and promotions.
• Use SMS, email, or in-store sign-ups to encourage customers to opt in to your WhatsApp list.
• Place opt-in QR code labels on your packaging, which shoppers can scan to launch a WhatsApp chat.

2. Is WhatsApp marketing compliant with data privacy regulations?

Yes, WhatsApp marketing can be compliant with regulations like GDPR and CCPA if you follow best practices. You need to:

• Obtain explicit consent from customers to contact them on WhatsApp.
• Provide an opt-out option in every message so customers can easily unsubscribe.
• Protect customer data and use it only for intended purposes (e.g., promotions, support).

3. How do I start WhatsApp marketing?

For starters, you will need

• A mobile phone number, which you’ll use to create a WhatsApp Business profile
• WhatsApp Business API access — either through a Meta partner or via the Cloud API if you're managing automations in-house.
• A product catalog is synced with your Meta Commerce Manager — it's what powers in-app product listings.

Here are the exact steps you need to follow once you get these done:

• Link WhatsApp to your Meta Business Account

Add your WhatsApp number as an asset — this unlocks WhatsApp ads, catalog syncing, and business settings.

• Submit message templates based onse cases for approval

This includes anything bulk sent (broadcast messages), automated welcome messages, cart reminders, shipping alerts — anything outbound needs Meta’s okay. But once a shopper engages, you don’t need approvals, provided you reply in 24 hours.

• Set up automated flows

Welcome journeys, FAQs, abandoned cart nudges — anything you want running without a human.

• Define agent availability & escalation rules

If someone replies, who handles it? A bot? A team member? You need this mapped before going live. And also, these replies don’t usually need approval.

• Integrate your CDP (Customer Data Platform)

If you're scaling, you’ll want something to handle incoming messages, segment users, and keep things smooth.

• Start running Click-to-WhatsApp ads or set up triggers from your site/app

That’s how you get people into your funnel in the first place.

P.S. The WhatsApp business app is ideal for extremely small-scale startups, solo retailers, and small(er) businesses, not for eCommerce brands with more than 5k shoppers.

4. What are some advanced WhatsApp marketing strategies for eCommerce?

• Rich Media Messages: Send images, videos, and product catalogs via WhatsApp to make your messages more engaging.
• WhatsApp Stories: Use WhatsApp Status for limited-time offers and behind-the-scenes content to engage with your audience.
• Interactive WhatsApp Chatbots: Implement chatbots to offer instant replies, recommend products, and guide customers through purchasing steps.
• Loyalty Program Integration: Integrate your customer loyalty program with WhatsApp by sending subscribers personalized offers and reward updates.

5. How can I measure the effectiveness of my WhatsApp marketing campaigns?

Track the following key performance indicators (KPIs):

• Open rate: How many people opened your messages?
• Click-through rate (CTR): How many people clicked on links or offers.
• Conversion rate: How many recipients purchased after receiving a WhatsApp message.
• Opt-out rate: How many customers unsubscribed from your WhatsApp list?
• Customer engagement: Responses and interactions with your messages.

6. How to sell products through WhatsApp?

WhatsApp offers the option to directly view product details right inside WhatsApp, so you can fetch products directly from your Meta Catalog (yep, the one you have in Commerce Manager). This means you can link your Shopify to your WhatsApp Business account as well.

You can also collect payments with WhatsApp Payments if you’re in India. But, if you’re based in the US, checkout happens on your store.

Final word

98% of visitors who visit an eCommerce site—drop off without buying anything.

Reason: User experience issues that cause friction for visitors.

And Convertcart solves for exactly that.

We help eCommerce brands optimize their websites to boost their conversions.

We've helped 500+ eCommerce stores (in the US) improve user experience—and 2X their conversion rate.

How do we do this?

Our conversion experts can audit your site—identify UX issues, and suggest changes to turn more of your visitors into customers.