Total Economic Impact of WhatsApp Business Platform

This technical report commissioned by Meta and conducted by Forrester Consulting examines the economic impact of the WhatsApp Business Platform on retail and e-commerce organizations. It outlines how businesses utilize WhatsApp in conjunction with Gupshup's conversational AI to enhance their marketing and sales strategies, ultimately driving revenue growth. The report details findings from interviews and surveys with decision-makers in the retail sector, highlighting key investment drivers such as the need for customer engagement on familiar platforms and the limitations of legacy communication channels. It presents significant results, including improved customer engagement, higher conversion rates, and increased average order values (AOVs) attributed to WhatsApp's capabilities. The report quantifies these benefits, noting that organizations experienced a 270% return on investment and a net present value of $4.37 million. It underscores the effectiveness of WhatsApp in generating leads and acquiring new customers, demonstrating its value as a strategic tool for modern retail and e-commerce operations.