Blog / E-commerce

WhatsApp product catalog: how to create it and sell in chat

A WhatsApp product catalog brings your storefront inside the conversation: the customer browses items, asks questions and completes the purchase without ever leaving the chat. It's the most natural way to sell for anyone who already has their customers on WhatsApp and doesn't want to force them to switch to a website or download an app. In this guide we'll see how to set up a catalog, how to show it at the right moment during a conversation and how to turn interest into a sale closed directly in chat.

Why selling in chat works

The strength of the in-chat catalog is that it removes the steps. In traditional e-commerce, between the customer and the purchase there's the website to open, the product search, the cart, the sign-up, the checkout: at every step someone drops off. In a WhatsApp conversation, instead, the customer sees the product, asks a question, gets an answer and buys: all in the same place, while interest is still high.

How to set up the catalog

• Organize products with name, price, description and a clear photo for each one.
• Group items by category, so it's easy to show only a relevant part.
• Keep prices and availability up to date to avoid frustrating conversations.
• Prepare short but complete descriptions: in chat the customer doesn't want to read paragraphs.

Showing the right product at the right moment

The value isn't sending the entire catalog to everyone, but proposing the relevant product within the conversation. If a customer asks 'do you have size 42 running shoes?', showing them just those is far more effective than dumping the whole collection on them. This is where the AI agent comes in: it understands what the customer is looking for and suggests the right items, with photo and price, guiding them toward the choice.

From product to cart to sale

Once the customer has chosen, the conversation must close without friction. You can collect the desired items, confirm quantity and total, and send a payment link in chat to complete the purchase. The customer pays with a tap and stays in the same conversation, which now contains the entire order history. No checkout abandonment because there's no separate checkout to reach.

Use the catalog for repeat purchases too: when a customer has already bought, re-proposing in chat products consistent with their purchases (with the help of tags) is one of the simplest ways to increase the average order value.

The catalog as part of the CRM

Every sales conversation leaves valuable information: what the customer looked at, what they bought, what they asked. By saving this information in the CRM with tags, you build a profile that lets you run targeted campaigns: those who bought a category will receive news about that category, those who abandoned will get a reminder. The catalog stops being a static storefront and becomes the engine of repeated conversations.

How to do it with SendApp

With SendApp you manage sales conversations from a single multichannel inbox. The trainable AI agent presents relevant products, answers questions about prices and availability 24/7 and hands over to an operator when needed. Contacts live in the CRM with tags, so you organize customers by interest and purchase and reach them with personalized broadcast campaigns via {name}. You connect WhatsApp through official Meta API (templates and green tick) or WhatsApp Web via QR with no per-message cost. Plans start at 19 euros per month.