The Power of Conversational Commerce: Engaging Customers Post-Purchase

In the fast-paced world of e-commerce, engaging customers post-purchase is no longer a nice-to-have—it’s essential. WhatsApp and SMS are key channels for post-purchase communication. They are additional touchpoints to drive reconversion by creating more meaningful customer interactions. In this blog, we will explore the expertise shared by our in-house expert and telecoms innovators Vontage in our latest webinar, ‘The Power of Conversational Commerce’.

WhatsApp: The go-to channel for personal engagement

With over 2.7 billion users worldwide, WhatsApp has become a staple in everyday communication—and businesses are increasingly taking note. 94% of attendees responded “Yes” when asked, “Have you used WhatsApp in the past 24 hours?” Our day-to-day is filled with cross-communication, so for marketing to be successful, it should echo the day-to-day of consumers. This statistic underscores how deeply integrated WhatsApp is in people’s daily lives, making it an ideal channel for businesses to meet their customers where they are; but the marketing needs to feel personalized to truly maximize its effectiveness.

SMS: The power of instant communication

While WhatsApp is gaining traction, SMS remains one of the most reliable and impactful channels for post-purchase communication. Over 60% of people read their SMS within 5 minutes. Interestingly, only 6% check their notifications within two to four hours. This makes SMS a highly effective way to deliver time-sensitive information, such as delivery updates, promotions, or order confirmations, and all via a channel that feels native to customers in their day-to-day lives.

Tara Huenefeld, Senior Partner Sales Manager at Vonage, emphasized the immediacy and simplicity of SMS: “For customers who want quick, no-frills updates, SMS is perfect. It’s straightforward, doesn’t require an app, and reaches your customers directly when they need information most.”

This ability to cut through the noise is what makes SMS a critical tool for enhancing the customer experience post-purchase. Using SMS and WhatsApp in the post-purchase journey enables brands to provide instant updates and promote additional services—a win for both the customer and the business.

“It’s about how you customize these channels to make them truly impactful,” Mark Lawson, VP of Customer Success at parcelLab.

Whether it’s a delivery update or a limited-time offer, messages that are tailored to individual customer behaviors and preferences have the potential to drive repeat purchases.

Customizing the customer experience

Personalization is at the heart of successful WhatsApp and SMS campaigns. With 81% of customers preferring companies that provide a personalized experience, shoppers are more likely to engage with well-crafted, tailored messages. This may look like sending GIFs and holiday deals that are both timely and visually engaging. Using images that break through the communications noise, like sending offers to the Maldives in the middle of the day with great pictures, piques consumer interest. Effective visuals and strong context can drive engagement.

This is a prime example of conversational commerce in action—using personalized, conversational channels to foster customer relationships and prompt reconversion. When done right, WhatsApp and SMS can serve as more than just messaging apps; they become tools for delivering value-added experiences that keep customers coming back.

Why conversational commerce is here to stay

The conversation closed with a clear message: conversational commerce is not a trend—it’s a strategy for the future. The convenience, immediacy, and personal touch offered by platforms like WhatsApp and SMS make them indispensable tools for e-commerce brands looking to build lasting customer relationships.

“As we move forward, customers are going to expect more from the brands they engage with—whether it’s fast updates or personalized offers via WhatsApp and SMS, it’s all about meeting their needs instantly and effectively.” – Tara Huenefeld, Vontage, Senior Partner Sales Manager.

As we look to the future, leveraging these channels will become even more critical in differentiating customer experiences. Retailers that can balance technology with personalization will not only enhance the customer journey but also drive long-term loyalty and reconversion.

Ready to dive into conversational commerce?

If you missed our recent webinar or want to dive deeper into how your business can leverage WhatsApp, SMS, and other conversational channels, we invite you to watch the full recording here.