WhatsApp Shopping: 'Collections' Feature Launched

WhatsApp Introduces “Collections” for Enhanced Shopping Experience

WhatsApp is implementing a new functionality known as “Collections,” designed to streamline the shopping process for its users through categorized browsing.

This rollout of catalog collections to small businesses globally begins today, facilitated by the platform’s parent company, Facebook.

Organizing Catalogs for Easier Navigation

The Collections feature enables businesses to categorize their catalog items, eliminating the need for customers to sift through extensive product lists.

Instead, users can directly access the specific categories they are interested in, improving the overall shopping experience.

For example, dining establishments can organize offerings into collections such as appetizers, main courses, and desserts.

Similarly, apparel retailers can create collections for menswear, womenswear, shirts, trousers, and other distinct categories.

After browsing these collections, customers can easily add desired items to their shopping carts and submit orders to the business.

WhatsApp’s Commitment to E-commerce

“Our goal is to establish WhatsApp as the premier platform for purchasing goods and services and for businesses to engage with their clientele,” stated the company.

“Therefore, we are simplifying the process of discovering a business’s offerings on WhatsApp.”

Evolution of WhatsApp’s Shopping Tools

In 2019, WhatsApp initially launched its “Catalogs” feature, allowing businesses to display their products and services to potential customers.

This feature provided a means to browse photos and view pricing directly within the app.

Effectively, Catalogs function as a mobile storefront on WhatsApp, operable without requiring a separate website.

Last year saw the introduction of the “Carts” feature, further enhancing the shopping experience.

Carts simplify the purchase of multiple items and provide merchants with improved order tracking and request management capabilities.

Expanding E-commerce Capabilities

WhatsApp has consistently integrated new shopping features to broaden its e-commerce functionality.

Recently, Facebook introduced “Shops” on WhatsApp, enabling customers to communicate with businesses prior to making a purchase.

Given Facebook’s focus on e-commerce across platforms like Instagram, extending these capabilities to WhatsApp aligns with the company’s broader strategy.