Data Reveals WhatsApp and E-mails Leading Customer-Brand Conversations During Shopping Season

Record Year-on-Year Growth in Customer Communication Interactions on Infobip’s Platform

New data from global communications platform Infobip reveals a growing consumer preference for conversational interactions during major shopping events like Black Friday. Brands are increasingly adopting seamless, end-to-end conversational channels, with WhatsApp, E-mail, and SMS emerging as the top three choices. On Black Friday alone, these channels facilitated over 1.6 billion interactions worldwide.

Infobip reported record-breaking customer communication interactions on its platform this year, reaching 3.4 billion interactions on Black Friday, marking a 26% year-on-year increase. From these interactions, 1.8 billion originated from messaging on Infobip’s platform, up from 1.7 billion last year.

This growth underscores Infobip’s position as the world’s largest messaging platform and highlights its reliability for brands during the busiest shopping season of the year.

Key Industries Driving Interaction Growth

Infobip’s data highlights significant growth in interactions from the Retail & eCommerce and Finance sectors, which ranked among the top five industries on its platform during Black Friday. Retail & eCommerce interactions rose by 42%, while Finance saw a 36% increase, both compared to last year.

The data also reveals a shift in consumer behavior, with Black Friday sales extending across the entire month of November. Brands leveraged this expanded timeline to attract cost-conscious consumers seeking pre-Christmas discounts, resulting in higher month-long interactions compared to the previous year.

Rich Communication Services (RCS) on the Rise

Ivan Ostojić, Chief Business Officer at Infobip, commented on the evolving landscape of customer communications:

“Rich Communication Services (RCS) have emerged as a significant channel for shoppers this Black Friday. The rise is driven by consumers seeking conversational experiences and businesses aiming to provide end-to-end journeys within a single channel.

“Moreover, brands’ focus on hyper-personalization has enhanced conversational customer experiences, which we anticipate have also boosted sales. Our research shows that traditional Black Friday discounts now extend across November, with a substantial spike in interactions as retailers and eCommerce firms cater to more cost-conscious consumers this year.”

Infobip’s insights reflect the growing importance of conversational messaging channels and hyper-personalized customer experiences in enhancing brand-customer relationships. As brands continue to embrace innovative communication strategies, Infobip remains at the forefront, driving meaningful interactions and seamless shopping experiences across industries.