WhatsApp begins testing latest ecommerce push with business directory feature

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 16, 2021, 4:06 PM GMT+0

The company says the new feature will not be logging information about users’ location or which businesses they browse.

In its latest push to facilitate ecommerce on its platform, WhatsApp will now enable users to find local shops and services with a presence on the app. The Facebook-owned platform will categorise businesses under labels like “grocery store” and “restaurant”. Users will then be able to directly chat with them.

WhatsApp’s latest feature is currently being testing in São Paulo, Brazil, with plans to introduce the business directory update to India and Indonesia. With over 175 million people using WhatsApp to message a business account on the platform, the app has long focused on offering ecommerce elements on its platform.

The company has made available a standalone app for small businesses since 2018, with added features like support for product catalogues and shopping carts. Users can also make direct purchases from brands, along with using the in-app payment option to send money to other users.

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