Why you should optimize the purchasing process in your e-commerce site
In online commerce, the difference between a completed sale and an abandoned cart often comes in a matter of seconds: an unanswered question, a question about sizes, an unclear shipping cost, an unavailable payment method. Users have extremely high expectations and a very low tolerance threshold: they want to buy quickly, with minimal effort and without friction.
Optimizing the purchasing process means reducing unnecessary steps, making information immediately understandable, and creating a guided experience. But today, beyond UX/UI and website performance, there's one element that's changing the rules of the game: conversations on WhatsApp. In Italy, WhatsApp is the most natural channel for requesting information, receiving assistance, and finalizing a purchase, especially on mobile.
With SendApp, you can transform WhatsApp Business into a true “sales assistant” capable of automating responses, recovering carts, sending order updates, and managing requests in a scalable way, thanks to automation and conversational AI.
WhatsApp as a funnel accelerator: from inquiry to conversion
Many e-commerce sites invest in traffic (ads, SEO, influencers), but lose conversions at the most critical stage: when the user is interested but not yet sure. This is where WhatsApp works better than any form or email, because:
- It's immediate: push notifications and faster response times.
- It's personal: Conversation reduces purchase anxiety.
- It's mobile-first: perfect for users who browse and shop from smartphones.
- It is measurable: with automations and tracking you can understand what converts.
SendApp lets you manage WhatsApp Business professionally with official APIs, automatic flows, and AI chatbots, so you can offer a consistent and fast experience even as volumes grow.
The benefits of using SendApp for your online store
SendApp isn't just "a chat": it's a platform designed to integrate WhatsApp into your sales and post-sales processes. The goal is one: reduce friction and increase conversions, without (excessively) increasing the burden on your team.
1) Quick activation and scalability with official APIs
If you want to use WhatsApp seriously (multi-operator, automation, bulk sending allowed, approved templates, integrations), you need the official APIs. With SendApp, you can get started in an orderly fashion, reducing the chaos typical of manual management on a single phone.
Further information: WhatsApp API with SendApp.
2) Less friction during the purchase phase thanks to automatic responses
Many questions are recurring: delivery times, returns, sizes, availability, payment methods, tracking. With SendApp, you can set up automations that respond in seconds, 24/7, and pass the conversation to an operator only when needed.
Practical example (Italy): A cosmetics e-commerce site in Milan receives dozens of questions every day about "is it suitable for sensitive skin?" or "when will it arrive in Rome?" An automated WhatsApp flow responds with FAQs, links to product pages, and shipping times by zip code/area. The result: fewer manual tickets and more users completing their orders.
3) Recover abandoned carts on WhatsApp (without chasing the user)
Abandoned carts are often a case of "I didn't have time" or "I'm missing some information." WhatsApp is ideal for recovering these sales because it's direct and contextual. With SendApp, you can create automated sequences (in compliance with policies and with the appropriate consents) that:
- they remind the user of the products left in the cart;
- they offer support (“Are you unsure about size or shipping?”);
- they offer a targeted incentive (e.g. free shipping above the threshold);
- They direct you to an operator if the user answers.
Practical example (Italy): A clothing brand in Naples sends a WhatsApp message after 30 minutes: "Do you want to confirm your size? We'll help you." If the user answers "Yes," a bot asks for their height/weight and suggests a size; if they're unsure, they're passed on to a human. This approach often converts better than the traditional recovery email.
4) Always consistent catalog, availability and product information
A common problem is inconsistency: one thing on the website, another in chat. With structured management on SendApp, you can standardize responses and content (tabs, links, policies) and reduce errors. You can also set up quick messages and guided paths that help users find what they're looking for on their own.
5) Better customer experience: order and post-sale updates
The sale doesn't end with payment. Updates on shipping, delivery, returns, and customer support increase trust and reduce repetitive requests. With SendApp, you can automate:
- order confirmation;
- shipping status and tracking;
- collection reminder at delivery point;
- return/exchange instructions;
- Request review after delivery.
Practical example (Italy): An online electronics store in Turin sends tracking information via WhatsApp and, three days after delivery, a message: "Is everything OK with the product? Do you want a quick guide?" with a link to a help page. Fewer returns due to "misuse," more positive reviews.
How to Design a Conversational Buying Process with SendApp
Optimizing with WhatsApp doesn't mean moving everything to chat, but rather building a hybrid approach: website + conversation. Here's a simple and highly effective model.
Step 1: Bring the user to WhatsApp at the right time
Insert strategic calls-to-action:
- on the product page (“Ask for availability on WhatsApp”);
- in the checkout (“Have any doubts? Write to us and we will help you complete the order”);
- on ad campaigns (“Instant quote on WhatsApp”);
- via post-visit email/SMS for those who have given consent.
Objective: to intercept uncertainty before it turns into abandonment.
Step 2: Use automations to qualify and target
When starting a chat, a flow can ask:
- what type of product are you looking for;
- budget;
- urgency (delivery by when);
- city/zip code for shipping times;
- preferences (size, color, variant).
This way the user doesn't get lost and the operator receives ready-made context.
Step 3: Integrate conversational AI to handle spikes and FAQs
When volumes increase, responding "by hand" becomes impossible. With conversational AI, you can cover:
- FAQ and policies (shipping, returns, warranty);
- pre-sales assistance (product choice);
- after-sales support (instructions, basic troubleshooting);
- intelligent routing to the sales department or customer care.
Further information: AI Chatbot on WhatsApp with SendApp.
Step 4: Smooth handover to operator
Not everything needs to be automated. A good process includes clear rules for handing over to a human, such as when:
- the user requests a personalized discount;
- there are payment problems;
- consultancy is needed (e.g. technical products, B2B);
- AI detects dissatisfaction or urgency.
The advantage is that the operator intervenes only where it truly creates value.
Practical tips for getting the most out of WhatsApp Business with SendApp
Write action-oriented (not “helpful”) messages
When selling, avoid long, generic answers. Use micro-choices:
- “Do you prefer home delivery or collection point?”
- “What shoe size do you usually wear: 41 or 42?”
- “Do you want me to send you the direct link to the ready-made checkout?”
Segment and personalize with marketing logic
Don't send the same message to everyone. Segment by:
- category visited (e.g. running vs lifestyle);
- cart value (above/below a threshold);
- new customer vs. repeat customer;
- geographical area (different delivery times).
Personalization increases conversions and reduces unsubscriptions.
Automate follow-up and post-sales (the real multiplier)
Many e-commerce sites only use WhatsApp "when someone texts." The real breakthrough, however, lies in automatic follow-ups:
- after requesting information: “Do you want me to notify you when it becomes available again?”
- After purchase: "Here's how to track your shipment"“
- after delivery: “Would you like to leave a review?”
- after 30 days: “Do you need a refill?”
Measure what matters: conversions, time and quality
Define simple KPIs:
- average first response time (automation + operators);
- cart recovery rate;
- chat-to-order conversion rate;
- reduction of repetitive tickets;
- CSAT or post-service feedback.
When you measure, you can optimize: texts, times, triggers, segments.
Three mini "Italian" use cases to copy
1) Artisanal pastry shop: quick orders and in-store pickup
A Bologna bakery sells panettone and gift boxes online. With SendApp, it creates a WhatsApp flow that asks for the pickup date, allergens, a dedication on the card, and a payment method. The user completes the chat in a few minutes and receives an automatic confirmation with a summary.
2) Furniture store: customized quotes and consultancy
A furniture e-commerce site in Florence uses WhatsApp to turn inquiries into quotes: AI collects measurements, style, budget, and lead times. It then passes the information to a consultant who suggests two or three solutions with links to the products. Less waste, fewer closures.
3) Supplements and well-being: reordering and intelligent cross-selling
A supplement brand in Rome automates reorders: 25 days after purchase, WhatsApp asks if they want to repeat the order and suggests a matching bundle. If the user answers "Yes," they receive a link to checkout with a pre-filled cart.
Common Mistakes to Avoid When Using WhatsApp to Sell
- Slow responses: If you can't always respond, automate the first interactions.
- Messages too longWhatsApp rewards clarity and speed.
- No consent or confusing contact management: work with clear processes and policies.
- “Cold” automations”: use a human tone, simple options and operator switching.
- Not integrating marketing and customer care: Chat is a single channel, but with different objectives along the funnel.
How SendApp can help you
SendApp offers complete solutions to manage WhatsApp Business professionally and efficiently:
- SendApp Official – Official WhatsApp Business API for bulk sending and automation
- SendApp Agent – AI chatbot with integrated ChatGPT for intelligent automatic responses
- Request a free consultation – Talk to an expert to find the ideal solution
