Shopping is coming to WhatsApp |But is it really good news?

It is a derivative of the Facebook Shops and an expanded version of Catalogs.

In the previous weeks, Facebook announced several cool features for its WhatsApp messaging, including the ability to make video calls to 8 participants instead of 4 and the arrival of facial recognition on Android. But the next one risks making a little less consensus: the opportunity to make purchases directly from the application.

Advertised from Shocks for Facebook

In the space of a few years, the WhatsApp messaging service has won over the crowds: with 800 million active users in 2015, it exceeded the 2 billion mark at the start of the year. Facebook now wants all of these users to be able to make purchases directly in the app.

This is not really a surprise, since such an ambition was displayed since the announcement of Shops. Thus, like what it has set up on Facebook, the company led by Mark Zuckerberg will give companies the possibility to sell their products directly within the WhatsApp application.

An active user approach… for now?

As it stands, the company remains fairly evasive on the subject. She nevertheless uploaded a video modestly titled The future of business messaging. The latter gives some clues as to how the system will be set up.

In practice, the user contacts the company by message to consult its product catalog. She is also asking her for additional information. Once her choice has been made, the customer pays for her purchase directly in the application.

This is not the first time that such a system has been introduced on WhatsApp. Facebook has already promoted shopping there via Catalogs , introduced in November 2019. However, the integration is significantly more limited than that shown in the promotional video above. Regarding the way to carry out the transactions, it is assumed that they will use a solution like Facebook Pay.

To defend the addition of such tools, Facebook uses the following argument: they are open to all structures, from the puny neighborhood store to the multinational. Consequently, they give visibility to small structures, spare them the costly development of an e-commerce site, emancipate them from platforms such as Amazon or Alibaba … in favor of Facebook.

After all, as long as the process comes only from the user, it’s a feature like any other. On the other hand, we just have to hope that in the long term, all this does not become invasive, with incessant advertising pop-ups, including in private conversation windows.

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