If you’ve ever wondered whether messaging apps like WhatsApp can do more than just ping friends and forward reels, here’s your answer: they’re quickly becoming India’s most powerful engines for commerce and customer engagement.
And we’re not talking about a distant future. It’s happening right now.
Let’s break down what the numbers are saying, and why businesses that move early stand to gain the most.
650 Million People, One Habit: Messaging
India has over 650 million people using messaging and social media apps. But here’s the kicker: only about 200 million actually shop online.
That leaves 450 million Indians - more than the entire population of the United States - who are online but not yet transacting digitally.
So, what’s holding them back?
65% of savvy digital users say downloading new apps is frustrating.
40% admit they abandon purchases if they have to install yet another app.
Non-savvy users are even more cautious - 60% have phones with limited storage and prefer assisted shopping.
This is exactly where conversational journeys - simple, chat-based interactions—come in.
The Shift Away from Traditional Channels
SMS, emails, and call centers used to be the workhorses of customer engagement. But businesses are waking up to their limits:
Less than 5% click-through rates for SMS and email.
Rising spam complaints.
Poor engagement from younger, mobile-first customers.
Compare that to WhatsApp:
100% delivery rates.
80–90% click-through rates.
5× improvement in bottom-funnel metrics (like completed purchases) when brands use chat instead of SMS.
One marketing leader summed it up perfectly:
“SMS has become obsolete for driving engagement. Most messages go unread.”
Small Businesses Are Catching On - FAST!
It’s not just large enterprises. Over 15 million small businesses in India are already using WhatsApp Business to:
Share catalogs.
Collect orders.
Manage payments.
Send personalized updates.
Consider your local kirana store: many of them now send price lists, collect orders, and confirm payments right inside WhatsApp. No apps, no calls—just a familiar chat window.
In fact, 90% of non-savvy users surveyed said they would rather chat with a small business than download an app or make a call. It’s simpler, faster, and feels more human.
Generative AI: A Gamechanger
If you think chatbots are still the clunky, scripted bots from a few years ago, think again.
Generative AI is fundamentally changing the landscape.
Today’s AI-powered assistants can:
Understand natural language (including 50+ Indian languages).
Recall past interactions.
Offer tailored recommendations.
Even complete transactions end to end—like booking tickets, paying bills, or scheduling deliveries.
This is why:
95% of large enterprises in India are familiar with generative AI.
80% plan to invest in AI-powered conversations within the next 1–2 years.
Real World Results You Can’t Ignore
Here are some eye-popping examples of what’s possible when companies embrace conversational platforms:
PolicyBazaar
India’s largest insurance marketplace didn’t just deploy a chatbot to answer FAQs. They redesigned the entire customer journey to feel like a conversation, from product discovery to purchase.
They integrated CRM data, past policy purchases, and chat history.
Low-complexity products, like motor insurance, can be bought directly in chat.
More complex decisions seamlessly transition from bot to human agent.
Result? A 5× boost in conversions compared to traditional channels.
One of their growth heads put it simply:
“We focus on conversations, not just communication. That mindset is our secret sauce.”
Cars24
Cars24 used to rely on call centers and emails to move customers from interest to purchase. But in 2023, they shifted to conversational engagement:
Customers could book test drives, schedule inspections, and negotiate offers - all within WhatsApp.
Tailored reminders and nudges followed people who dropped off during booking.
Post-sale, the bot collected feedback and suggested servicing options.
The results were transformative:
30% of all monthly car sales now involve WhatsApp interactions.
Customers report higher trust and satisfaction.
Sales cycles became shorter because decisions happened in real time.
JioMart
When JioMart rolled out their end-to-end WhatsApp shopping experience, they turned grocery shopping into a single conversation:
You browse the catalog in WhatsApp.
Add items to your cart.
Pay via UPI—all without leaving the chat.
In just six months:
Monthly orders grew 9×.
Their WhatsApp customer base increased by 537%.
This isn’t just a channel—it’s a revenue engine.
What Customers Want
Consumers are telling us exactly what they prefer:
70% want to send grocery lists to local shops via chat.
65% want to place restaurant orders through messaging.
80% prefer to handle service requests—like warranties and technician visits—through chat.
And it’s not just about convenience. It’s about trust and comfort. Messaging feels natural—like talking to someone you already know.
So, What’s the Playbook?
If you’re considering making conversations a core part of your business strategy, here’s what successful brands are doing:
Reimagine customer journeys. Think “conversation,” not “communication.”
Prioritize personalization. Use data to make each interaction feel one-on-one.
Invest in trust markers. Verified business profiles, transparent policies, and clear language build confidence.
Embed generative AI. It’s the fastest way to scale intelligent conversations.
Experiment relentlessly. The most effective companies test, learn, and iterate.
Measure what matters. Move beyond clicks to track lifetime value and satisfaction.
Final Thoughts
The era of transactional, one-size-fits-all engagement is ending. Businesses that embrace conversational commerce, powered by WhatsApp and genAI, are poised to connect with millions of untapped consumers who want exactly this: simpler, friendlier, more human experiences.
If you’re ready to start, NOW is the time. Because the only thing growing faster than India’s messaging audience is their expectation that businesses will meet them where they already are, right inside their favorite chat app. If this is what your business needs, reach out to us for a demo today!
