In recent years, chat commerce has become a highly prominent strategy due to its efficiency in bringing brands and consumers closer together in the digital environment. Many companies have realized that, due to consumers’ search for quick and practical interactions, talking to them at the right time makes all the difference.
In this guide, you will understand how this approach integrates into the e-commerce routine, how JivoChat enhances this experience, and what steps to take to turn simple conversations into real business opportunities.
What is chat commerce?
As its name suggests, this strategy consists of making sales through chats integrated with your e-commerce and messaging apps, such as WhatsApp and Instagram Direct. This format has gained momentum because it simplifies the experience and allows consumers to quickly ask questions, receive guidance, and even make payments without having to access multiple pages.
According to a recent survey conducted by Infobip, the use of WhatsApp for commerce in Brazil grew 30.47% in 2025. In other words, more and more companies and consumers are using the app to chat and do business.
In this scenario, many brands have begun to adopt tools and processes that help organize the flow of messages and keep communication fluid, ensuring agile service and a more efficient shopping journey.
Why chat commerce is advantageous for businesses and consumers
Here’s how this new sales strategy benefits both merchants and customers:
1. Faster and more consultative service
As we highlighted earlier, chat commerce allows customers to ask questions and receive comprehensive guidance without having to wait or switch channels. This improves the shopping experience and significantly speeds up decision making.
2. Increased conversions and reduced abandonment
By offering support when questions arise, customers can quickly find the information they need to move forward. This extra security reduces cases of cart abandonment and contributes to a more consistent purchase flow.
3. A more human and personalized experience
In addition, chat commerce is also part of what we call humanized service, as it allows the company to talk to customers directly, contextually, and in a way that is tailored to their needs.
This individual exchange creates a closer relationship, strengthening trust and generating a more positive perception of the brand.
4. Simpler purchasing process
With all interactions concentrated in the chat, consumers do not need to navigate through multiple pages or switch between channels. The journey becomes more linear and practical, facilitating each step, from the first question to the completion of the purchase.
5. Greater operational efficiency
Last but not least, chat commerce brings significant productivity gains to your customer service and sales teams. This is because they can manage multiple customer service requests at the same time, prioritize conversations, and closely monitor each customer’s history.
And it doesn’t stop there. These features also help reduce rework, improve internal organization, and prevent your agents from becoming overwhelmed.
How to implement chat commerce in your business?
Implementing this strategy is simple, but you need to follow a few steps to ensure that the customer experience is truly seamless. Check it out:
1. Choose the right channels
First of all, you need to identify which channels your audience uses most, such as WhatsApp, Instagram Direct, website chat, etc. Using the channels with the largest number of users increases your chances of starting a conversation and receiving responses from genuinely interested customers.
2. Human or hybrid service
Now that the channels are defined, it’s time to decide whether your operation will be entirely human or hybrid (mixing bots, automation, and operators).
Human service is more empathetic and personalized, but tends to be slower and can overload the team. The hybrid model, on the other hand, offers important advantages, with bots taking care of repetitive tasks, while your agents take on more delicate situations that require analysis, guidance, and greater precision.
3. Organize your message flow
To reduce wait times, streamline service, and free up your team to handle more urgent demands, it is best to create standardized message templates for greetings and responses to recurring questions.
Although personalization is an important factor in the sales process, having a structured flow that ensures consistency in brand tone makes all the difference.
4. Train your team to offer consultative service
Unlike other strategies, chat commerce works best when the agent acts as a consultant, not necessarily as a support operator. Therefore, it is essential to train your team so that they know how to understand customer needs, identify products or services, and remove barriers to purchase organically.
5. Integrate chat into your sales funnel
For your company to achieve the expected results, it is important to integrate the chosen solution with your product catalog, payment gateway, tracking system, and other e-commerce tools.
This is the only way to reduce errors and ensure that the service is truly comprehensive, allowing the customer to receive accurate information and proceed with the purchase without leaving the chat.
Boost your chat commerce strategy with Jivo
After structuring your channels and organizing the entire operation, you will need a smart solution that ensures everything works in a coordinated manner. This is precisely when JivoChat becomes your greatest ally.
Our platform centralizes WhatsApp, Instagram, website chat, and other channel conversations in a single dashboard, allowing your team to respond much more quickly. In addition, Jivo identifies visitors in real time and activates proactive invitations, helping you automatically start conversations with those who have already shown interest
Another great feature is the smart chatbot, which is available 24/7, answers frequently asked questions, collects data, and ensures that no leads are lost, even when your team is offline.
All of this reduces the volume of repetitive tasks and frees up your agents to focus on conversations that really have the potential to become sales. To top it off, Jivo stores important customer data, such as pages visited and number of interactions, allowing you to personalize your approach and continuously improve your strategy.
Through all these features, your operation becomes even faster, more organized, and more efficient, from the first contact to the closing of the sale.