WhatsApp debuts new in-app shopping features and more

What you need to know

  • WhatsApp introduced an in-app shopping capability that allows users to buy directly from merchants using the WhatsApp Business platform.
  • Meta notes that the feature is rolling out to businesses globally that are using the platform.
  • Other business features are rolling out, including easier payment functions and a verification process for businesses.

Lately, WhatsApp has been trying to move beyond basic chats. The Meta-owned platform started to prioritize e-commerce functions as part of its growth strategy — and now the platform is debuting new features that will further propel the WhatsApp Business platform.

At the company’s global Conversations event in Mumbai, WhatsApp introduced an in-app shopping feature for merchants and customers. Dubbed ”Flows,” the feature allows users to buy directly within the app from merchants using the app’s business platform.