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We at Zbooni recently released the 2024 edition. MENA c-commerce reportThis article focuses on how Whatsapp, a messaging app owned by Mehta, is changing the way we shop. The full report is available at zbooni.com. But here’s the TLDR for all the stats you don’t want to miss:
1. 85% of consumers want companies to offer WhatsApp as a channel for product inquiries, customer service, and more
For small businesses, a WhatsApp Business account is free and easy to set up, making it ideal for quick conversations and inquiries. For larger enterprises or those that require a more advanced solution, there is a paid WhatsApp Business API that allows you to connect to business and customer relationship management (CRM) tools. This can get very complex, which is why Zbooni has integrated a suite of WhatsApp commerce tools into the platform so that businesses of all sizes can benefit.
2. 88% of consumers think WhatsApp is the easiest way to get fast and accurate responses from businesses.
Given the immediacy of WhatsApp, the ability to send and receive messages quickly, responsive businesses can leverage this to provide enhanced customer service. Additionally, WhatsApp is a great way to share images and videos. For many inquiries about products and services, seeing is believing, so your business provider can help you instantly and accurately.
3. 84% of consumers find WhatsApp more convenient than email for business-to-customer communications.
We’ve all written thoughtful emails to ask about a product or complain about an issue. And you end up waiting, not really knowing if the email got to the recipient or if it’s being processed. WhatsApp is changing the face of messaging, allowing both businesses and customers to benefit from more productive and faster interactions.
Related: Riding the wave: Zbooni co-founder and CEO Ramy Assaf is capitalizing on the MENA region’s digitalization surge
4. Message open rates on WhatsApp are 10 times higher compared to email and SMS
Emerging markets have delivered business use cases for WhatsApp faster than more mature regions. Countries across Latin America are leading the way. Businesses there are seeing higher open rates and much better customer engagement through WhatsApp. What’s great is that our proprietary data on the more than 10,000 merchants we serve across MENA reflects this trend. WhatsApp is much more effective at reaching and engaging your target audience than other channels.
5. 7 million SMS messages – not a single sale
This was the result of an interesting trial by UAE-based Inphota that tested the effectiveness of SMS. result? Seven million SMS messages were sent, but only three were replied to and none were purchased. Say “RIP” to the SMS.
6. Over a 12-month period, an estimated 65% of people in the region used WhatsApp to contact businesses
This number is only going to increase as WhatsApp is now virtually ubiquitous across MENA. Even as new technologies like Apple’s Vision Pro come onto the market, we continue to message and interact with businesses through chat apps and inboxes.
7. 87% of people want customer support from real humans, not artificial intelligence (AI) or chatbots
There is no doubt that generative AI will play a major role in the way we live and work. But humans still have a big role to play when it comes to what customers want. They want to interact with genuine people who can empathize, provide personalization, and adapt to their needs. There is no doubt that AI is faster and increasingly accurate, but humans are better at providing tailored customer service. At least for now. Consumers in MENA demand fast, accurate, and personalized service, and now WhatsApp provides customer service teams with a powerful channel to enhance sales and improve support.
Related: Going super app: MEA needs an ultra platform to deliver user experience at the center
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