WhatsApp Ordering for E-commerce in India: A Complete Guide

META India's recent study conducted with Bain & Company reported, approximately 650 million Indian users are on social media and messaging platforms, but 450 million of these users are not adept at online shopping. 

This uncovers an enormous opportunity for e-commerce brands to tap into this user base through conversational platforms like WhatsApp.

The important point is that 77% of customers from tier-2 and tier-3 markets used WhatsApp in their purchase journey in 2024, according to a Meta and GWI study. 

This high adoption rate shows how WhatsApp e-commerce connects traditional retail and online shopping, especially in smaller cities where app downloads might be limited due to internet access.

In this blog, you’ll get a deep understanding of WhatsApp Order and how you can benefit from this new shopping medium.

Understanding WhatsApp's Ordering Features

WhatsApp order enables you to sell products or services directly through the WhatsApp messaging platform. 

Customers browse catalogues, select products, place orders, make payments, and track deliveries, addressing the entire customer journey, from discovery to purchase and post-purchase support, that happens within the same chat interface.

For example, customers can order JioMart products directly from WhatsApp by browsing through available items via a link within the chat, complete the purchase on the JioMart webpage using their preferred payment method (including cash on delivery), and track delivery status, all from within WhatsApp.

Since the majority of Indian DTC consumers already use WhatsApp daily, there's no additional learning curve, making it appealing to first-time online shoppers or those who find conventional e-commerce platforms confusing.

Key Features of WhatsApp Business for Ordering

1. Business Profile: Here, you provide information like your business description, address, hours, and  website

2. Product Catalogue: To showcase your products with images, descriptions, and prices

3. WhatsApp Payments: Allows for in-chat transactions through UPI, wallets or WhatsApp Pay

4. Automated Messaging: For quick replies to address common questions about products, availability, and shipping. 

5. WhatsApp Flows: These are interactive, guided conversations for order placement, step-by-step purchasing processes done all through a conversational interface

6. Order Tracking: Helps you send real-time updates on order status and shipment, and maintain customer engagement throughout the fulfilment process

7. Click to WhatsApp Ads: Allows you to run ads on Facebook or Instagram that direct your users to WhatsApp, creating a smooth path from product discovery to purchase

Step-by-Step Guide to Setting Up WhatsApp Ordering

This practical guide will help you set up a proper WhatsApp ordering system so your customers can discover, browse and place an order directly from WhatsApp.

1. Select the Right WhatsApp Business Solution

If you are an early-stage brand processing less than 1000 orders per month, start with the free WhatsApp Business app. 

This application is available on both the Google Play Store and the Apple App Store. 

Once downloaded, set up your complete business profile. 

Include your brand name, a concise description with your website link, appropriate business category, working hours, and contact details.

For medium to large-scale merchants with higher order volumes, the WhatsApp Business API will be the best choice as it offers extended capabilities. 

You can access this through

• Official Business Solution Providers (BSPs) like Pragma WhatsApp business suite
• Meta Business Suite, if you manage your own Facebook Business account

The API verification process requires the following documents for verification

• Business registration certificates
• An active business phone number
• Official business email address
• Documentation proving your physical business location

2. Build Your Product Catalogue

Navigate to Settings > Business Tools > Catalogue to begin adding products. 

Then click “add new item,” and for each product, add high-quality images (at least three different angles per product), clear descriptions, accurate pricing information, and available variants.

Click on “more fields” to add other details such as links to your website or product page.

After entering all information and images, click “save,” so shoppers can see the item.

If you use the WhatsApp Business API, the process is a bit technical but offers greater flexibility. 

You can use the Catalogue API to upload products in bulk to save time. 

Proper categorisation helps customers check out your products more easily. 

Include real-time stock information and set up automatic synchronisation with your main e-commerce platform to prevent incorrect inventory mishaps.

3. Create a Collection for Better Organisation

Under the Add Item, click on “Add New Collection.”

Name your collection.

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Select from your catalogue items, you want to add to the collection and click on “done.”

It’ll make it easier for your consumers to find specific products fast.

4. Design Your Ordering Flow

A well-structured ordering sequence makes the difference between completed purchases and abandoned chats. 

From your Meta WhatsApp business account, you can easily create message flows either from blank or using premade templates.

For e-commerce brands, a typical WhatsApp flow looks like this 

1. Start with a welcoming message that introduces ordering options. Inside the business tool tab, you’ll find the “greeting message.” 

Once you open it, you’ll see the options to edit the message, recipients and trigger time. 

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2. Allow for intuitive catalogue browsing through categories or search

3. Present products with clear photos and pricing information

4. Offer customisation options where applicable

5. Enable quantity selection for each item
6. Provide a cart review before proceeding to checkout

7. Collect delivery information efficiently
8. Present payment method options clearly

9. Send order confirmation with all relevant details
10. Offer post-purchase support options

You can also create a quick reply for common responses. 

Go to “business tool” and click on “Quick replies,” it’ll lead you to a new window where you can write the message, define its shortcut and keywords.

Labels also help organise and manage customer conversations by their current status. 

To create these, open a customer's chat, click on the menu dots at the top right corner and select “label message.”

From there, you can create your labels or choose from previous ones.

4. Set Up Payment Collection

For direct payment options, you can create links through popular Indian payment processors like Razorpay, Payu, or CCAvenue. 

UPI apps like  Google Pay, PhonePe, and Paytm are more effective in the Indian market given their popularity. Share these payment links directly in your WhatsApp conversations.

If you're using the WhatsApp Business API, you can implement in-chat payment via your BSP's payment gateway. 

5. Manage Order Processing

With the Business App, you'll need to create forms to collect customer information manually. 

Use WhatsApp's labelling feature to track orders as they move through different stages.

Each status change requires sending manual or automated updates to keep customers informed.

API users can connect WhatsApp directly to their Order Management System (OMS) to trigger status changes and send automatic notifications at each stage. 

Benefits of Implementing WhatsApp Ordering for Indian Businesses

Using WhatsApp ordering provides you with the following benefits that are required to ensure a complete shopping experience for your shoppers. 

Reduced Friction in Customer Journey

With 40% of surveyed customers abandoning purchases when asked to install apps, WhatsApp ordering removes this friction point. 

As customers interact through a channel they are familiar with, removing the learning curve of navigating new apps. 

The conversational format makes product discovery and purchasing faster and more intuitive than typical website navigation.

Higher Conversion Rates

Adding conversational commerce is proven to increase the lead-to-conversion ratio by 2.5 times. 

WhatsApp has a 99% open rate for messages, suggesting your brand communication never goes silent. 

Additionally, personalised product recommendations within chat contexts are more compelling from a customer's perspective.

Closer Customer Relationships

Direct, one-to-one communication builds a more personal shopping experience compared to traditional e-commerce platforms. 

Immediate responses to queries through automation or human agents help keep customers engaged, and the persistent chat history maintains context across interactions, building continuity in the relationship.

Expanded Market Reach

WhatsApp ordering helps you reach previously untapped markets in ways such as

• Access to the estimated 150 million users who are familiar with UPI transactions but haven't shopped online before
• It brings e-commerce access to tier-2 and tier-3 cities, where app adoption might be limited
• Provides a comfortable entry point for first-time online shoppers 

Integrating WhatsApp Ordering with E-commerce Platforms

The integration of WhatsApp with e-commerce is a straightforward process.

API Integration Options

WhatsApp Business API is the foundation for integration with e-commerce platforms. 

Larger brands can directly connect their e-commerce systems to WhatsApp through the official Business API. 

Alternatively, companies can work with Business Solution Providers (BSPs) like Pragma that offer backend API integration services for businesses with extensive requirements. 

Many e-commerce platforms also offer native WhatsApp integration options or plugins for simpler implementation.

Synchronisation of Key Components

Effective integration requires synchronisation of elements across systems, including

• Product Catalogue: Automatic updates between the e-commerce platform inventory and the WhatsApp catalogue to maintain consistency
• Order Management: Real-time synchronisation of orders placed via WhatsApp with the central order management system
• Customer Profiles: Unified customer data across channels to provide personalised experiences
• Payment Processing: Proper connection between WhatsApp payments and existing payment gateways

Implementation Approaches

The hybrid model uses WhatsApp for customer acquisition and initial interaction, then directs users to the website for final checkout. 

Some brands opt for a full WhatsApp journey, managing the entire purchase process from discovery to payment within WhatsApp. 

Others use WhatsApp as a complementary channel alongside their existing website and app.

Challenges and Considerations in Adopting WhatsApp Ordering

The following are some considerations you must take to create realistic expectations in your shopping experience and develop appropriate strategies.

Technical Implementation Challenges

WhatsApp Business API has specific rate limits and messaging restrictions that might affect brands with high order volume. 

Connecting WhatsApp with existing inventory management, CRM, and order processing systems is not an easy step, as it requires technical expertise from a skilled professional.

Finding the right balance between automated responses and human intervention to maintain personalisation can be difficult. 

Operational Considerations

Establishing processes to handle customer inquiries promptly, especially during after business hours, needs proper staffing and workflows. 

As your order volume grows, operations must scale accordingly without compromising service quality.

Updating product information, pricing, and availability across channels requires consistent catalogue management, which is often time-consuming. 

Customer Experience and Scalability

To maintain a consistent and positive customer experience, you must 

• Find the right message frequency to avoid customer fatigue
• Manage multiple customer conversations simultaneously without confusion
• Organise and retrieve relevant conversation history for context
• Ensure uniform quality of service across all customer touchpoints

Language and Cultural Nuances in India

Addressing the language barrier in India, where only about 15% of the population speaks English, is critical. 

Regional variations in shopping behaviour and product preferences must be accommodated for honest communication.

Regulatory and Measurement Factors

Brands must comply with data protection regulations when collecting and storing customer information and adhere to WhatsApp's business policies and messaging guidelines. 

Meeting e-commerce consumer protection requirements regarding returns, refunds, and product information is a no-brainer.

Case Studies: Successful Implementation of WhatsApp Ordering in India (Use Pragma brands)

Glamrs, a new age beauty brand, shows how you too can make the best use of the Pragma WhatsApp tool.

The brand extensively uses this channel as part of its overall funnel, from sending marketing messages around new product releases, limited offers, to order updates, pre- and post-delivery status, to post-purchase retention campaigns.

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Here’s a closer look at how you can replicate the same for your brand.

Broadcast product messages to your customers.

Save and improve your abandoned carts through timely cart reminders.

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Prevent fraudulent orders by confirming before you dispatch the order.

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Avoid returns, save on delivery attempts and give customers the flexibility through real-time order delivery alerts.

And lastly, get feedback right from the WhatsApp chat, without making customers open new pages.

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Future Trends in WhatsApp Commerce in India

The WhatsApp shopping scene in India is just starting and is expected to evolve over the next years. 

As brands and consumers become more comfortable with conversational commerce, new developments will emerge to make WhatsApp ordering accessible to the masses..

Hype Personalisation Using AI

Artificial intelligence will help you analyse chat histories and purchase patterns to offer 

• Tailored product recommendations.
• Predict customer needs based on previous interactions
• Suggest products at optimal times
• Adapt communication styles to match individual preferences

Voice and Visual Search 

The voice chat and visual capabilities will make WhatsApp ordering more appealing as  customers will be able to

• Send voice notes describing what they want
• Share images of products they wish to purchase
• Upload pictures of items and request similar products

Expansion of Social Commerce Features

WhatsApp might incorporate more social commerce elements, which would bring community angles to the shopping experience and make it more engaging.

Think of 

• Group shopping experiences within shared chats
• Live shopping events featuring product demonstrations
• Influencer collaborations enabling direct purchasing

Hybrid Online-Offline Experiences

WhatsApp might also connect digital and physical retail, creating a well-rounded omnichannel experience through

• In-store shoppers scanning QR codes for product information via WhatsApp
• Click-and-collect services managed through WhatsApp conversations
• Post-purchase support for physical store purchases

Vernacular E-Commerce Expansion

For India specifically, the focus on language inclusivity will open access to WhatsApp shopping to millions of Indians who prefer communicating in regional languages.

To Wrap It Up 

WhatsApp first became the most used and loved communication medium in the country. Now, with e-commerce moving from traditional online marketplaces to chat-first channels, it's definite that WhatsApp will play a pivotal role in online shopping.

As a brand, your job is to be where your customers are, and since Indian consumers have begun to use WhatsApp in their buying journey, it's the right time you integrate this channel in your e-commerce business.

And what better way to speed this integration than with Pragma WhatsApp Business Suite, which helps you provide customers with an intuitive shopping experience from your WhatsApp page.

FAQs (Frequently Asked Questions On WhatsApp Ordering for E-commerce in India)

How does a WhatsApp cart work?

WhatsApp cart lets your customers select multiple items from your product catalogue, review their selections, and send the order in a single message, simplifying the purchase process.

How does WhatsApp Shop work?

WhatsApp Shop creates a complete shopping experience within the app where your customers can view catalogues, select products, communicate with you, and complete purchases without leaving the platform.

Is WhatsApp Shop free?

The basic WhatsApp Business app is free, but the Business API has costs. Small businesses can start with the free version, while larger operations typically pay for API access through Business Solution Providers.