WhatsApp has long ceased to be the application that only served to communicate with friends, family and other people. Over the years it became a commercial tool . First with common messages between customers and businesses, and then with a dedicated proposal thanks to WhatsApp Business .
One of the most interesting features of the mentioned platform is that it allowed businesses to create a catalog of products , but it was not capable of offering an end-to-end shopping experience , that is, seeing the products, adding them to the cart, doing order and pay, but that just changed.
Now you can also pay from WhatsApp
The element that was missing from this equation was the ability for customers to pay directly from the app . We knew that Meta was working on this feature and we are finally seeing results. The company has announced the first complete shopping experience in its most important market: India.
Meta has partnered with Indian e-commerce giant JioMart to offer via WhatsApp the possibility for customers to browse the supermarket catalog and complete the order from the application. Payments are handled by the local Unified Payments Interface (UPI) system .
The deployment of this tool in India is an important commitment by Meta. According to TechCrunch , WhatsApp is used by 500 million Indians each month, which translates to the country in which the service is used the most. But everything seems to indicate that sooner or later the function will cross those borders.
According to Bloomberg , getting WhatsApp to achieve a “complete shopping experience” is one of Mark Zuckerberg’s goals for revenue . He currently makes money by charging some companies to use WhatsApp Business, but a broader proposal would allow him to increase them.
But not everything is as easy as it seems. In order to offer in-app payments and achieve that desired end-to-end shopping experience, Meta must submit to each country’s regulations and obtain permission. In the case of India, it has succeeded after two years of testing.
It remains to be seen how Zuckerberg’s commercial ambitions for WhatsApp will evolve over time. Today’s “superapp” par excellence is WeChat, which within China allows you to shop in stores, buy concert tickets and even file for divorce . Will we get to that level? In time we will know.
Of course, it is not the only news for WhatsApp . The app was recently updated with more time to delete messages and screenshot lock . It works to display all the characteristics of Communities and seeks to give greater prominence to the States .