How To Use WhatsApp For Business on Your Ecommerce Store

WhatsApp connects nearly three billion users worldwide. While WhatsApp has a modest presence in the United States, it dominates messaging in global markets, with particularly high penetration among internet users in Nigeria (95.1%), South Africa (93.9%), and Brazil (93.4%), making it the world’s most popular mobile messaging app. 

The same features that make WhatsApp indispensable for personal use—group chats, media sharing, and instant connectivity—can also unlock new ways to connect with customers. With WhatsApp for business, you can set up a dedicated business profile, create broadcast lists for product launches, share your product catalog, and provide customer service in real-time. 

Here’s how to set up and maximize WhatsApp’s business tools for your brand.

What is the WhatsApp Business App?

Meta’s WhatsApp Business App is a professional version of the WhatsApp direct messaging platform, designed to help businesses manage customer conversations, set up automated responses, and create mini digital storefronts with catalogs. The app is free to download, but businesses may incur costs for advanced features like messaging templates. It’s ideal for small business owners who manage their own customer conversations or small support teams, as you can only run the WhatsApp Business App on one phone plus four other connected devices.

The application includes the following features that can help ecommerce businesses simplify communication with customers and sell to them: 

• Product catalogs. Make a mobile store where customers can see your items, prices, and photos right in their chats. 
• Broadcast lists. Reach hundreds of customers at once with updates while keeping each conversation private.
• Quick replies. Save your commonly used answers to respond faster when customers ask popular questions. 
• Automated greetings. Welcome first-time customers automatically and let them know when you’re away (and when you’ll respond). 
• Message templates. Create consistent formats for things like shipping updates and appointment reminders. 
• Click-to-WhatsApp ads. Run ads on Instagram and Facebook that let customers start conversations with your brand. 

What is the WhatsApp Business Platform?

When companies have more than five team members participating on the Business App, they can upgrade to the WhatsApp Business Platform—a beefed-up version that keeps all the core features while adding tools built for scale. That includes multi-agent support and custom integrations with CRM systems. This API-based solution allows bigger ecommerce businesses to handle thousands of conversations, hook up their existing software systems, and track detailed analytics. 

Pricing for this tool varies by region, message type, and country code—however, businesses in North America are charged 2.5¢ per message. Unlike the WhatsApp Business App, the WhatsApp Business Platform is not self-serve; you’ll need official WhatsApp approval to use it. 

How to set up the WhatsApp Business App

Here’s how to get started with the WhatsApp Business App:

1. Download the WhatsApp Business App from your smartphone’s app store (iOS or Android).

2. Review and accept the WhatsApp Business Terms of Service.

3. Register your phone number—this can be the same number attached to your mobile device or a different number. If you’re a multi-person business, opt for a dedicated business number rather than a personal one.

4. Create your business profile by adding your business name, business category, business address, and more.

5. Set up a passkey using fingerprint, face ID, or screen lock (optional).

6. Add your email address to help recover your account if you lose access to your phone (optional).

7. Link your WhatsApp Business account to your business’s Facebook and Instagram pages to reach more customers (optional).

8. Customize your business profile by adding products to your catalog, advertising, and setting up greeting messages, away messages, quick replies, and labels.

How to use WhatsApp for Business

• Connect WhatsApp to Shopify for automated order updates
• Build a visual storefront with product catalog
• Drive targeted promotions with broadcast lists
• Improve response time with quick replies and greetings
• Stay in conversation with away messages
• Track customer relationships with labels

Converting your WhatsApp account into a powerful business marketing strategy requires more than just sending promotional messages—it involves crafting meaningful interactions that build trust. Whether you opt for the free WhatsApp Business App for direct customer conversations or the paid WhatsApp Business Platform for large-scale messaging, here’s how to get started:

Connect WhatsApp to Shopify for automated order updates

Every ecommerce business must update customers on their orders and shipping status. By connecting your Shopify store to the WhatsApp Business Platform’s API, you can send updates through WhatsApp instead of email. Message templates allow you to automate order confirmations, shipping updates, and delivery notifications, with webhooks triggering these messages whenever an order status changes. 

You can also use Shopify apps like Dondy, WhatsApp Button by EAZE, and CK: WhatsApp Chat & Abandoned to add WhatsApp features without dealing with API integration. However, these third-party apps generally provide only basic features like chat widgets and simple automation, rather than the full messaging capabilities available through direct API integration.

Build a visual storefront with product catalog

Customers need to see your products before they purchase them. WhatsApp’s catalog tool lets you create a digital storefront directly in WhatsApp, making it easy for customers to browse and inquire about items. 

Upload clear product photos and write detailed descriptions that answer common customer questions upfront. Set prices and keep your inventory status current to minimize back-and-forth messages.

Deliver targeted communications with broadcast lists

Mass messaging rarely works—personalized messages elicit more responses. The Short Link and Broadcast features help you reach specific customer groups without creating massive group chats. You can create message lists based on customer preferences or purchase history for more targeted communications. For example, you might set up a broadcast list to share restock alerts with customers who have requested a notification when their size is back in stock. 

Improve response time with quick replies and greetings

Response times can make or break a sale, especially in messaging. The quick replies tool lets you save time and manually select pre-written answers to common questions, while greeting messages welcomes new customers automatically. You can create a library of various quick replies for different situations like pricing inquiries, shipping info, and product availability—then choose the right one for each customer conversation. Keep your automated messages warm and helpful. 

Stay in conversation with away messages

Customer questions don’t stop when you’re busy or sleeping. The away message feature helps you maintain communication even when you’re not actively monitoring the app. You can create different away messages for various situations like after-hours, holidays, or high-volume periods, and include helpful information about when customers can expect a response.

Track customer relationships with labels

From sizing questions to restock requests, managing customer conversations gets tricky as your inbox fills up. The Labels feature in WhatsApp helps you manually organize, categorize, and track different types of conversations by tagging them as you go. Create labels for different customer stages like “New Inquiry,” “Order Pending,” and “VIP Customer,” then assign them to each chat thread as you interact with customers. While you’ll need to add these labels yourself, they help to prioritize responses and maintain a clear view of your customer relationships. For example, you could use labels to identify repeat customers for priority service.

How to set up the WhatsApp Business Platform

The WhatsApp Business Platform connects your existing business software (like your customer service system or marketing tools) to the WhatsApp business API (application programming interface). If you’re handling thousands of customer messages or need automated flows for shipping updates, appointment reminders, or customer support, this technical integration unlocks WhatsApp’s full messaging capabilities.

Here’s how to set up your WhatsApp Business Platform access:

1. Go to WhatsApp Business Platform’s website and click “Get Started.”

2. Fill out the business inquiry form with your company details (name, location, size, contact info).

3. Review Meta’s Privacy Policy, then submit your application.

4. While waiting for access, explore the developer documentation to understand WhatsApp Business API implementation options.

5. Once approved, choose between using Cloud API (Meta-hosted) or working with a WhatsApp Solution Provider.

For detailed documentation and technical setup, visit the WhatsApp Business Platform documentation through Meta’s developer portal, where you’ll find guides for Cloud API integration, webhooks setup, and message template creation.