Conversational Commerce and Omnichannel Engagement: Unlocking Growth with WhatsApp, TikTok, and Meta Integrations
In today’s digital-first world, the way consumers discover, engage, and purchase has fundamentally shifted. Messaging and social platforms like WhatsApp, TikTok, and Meta (Facebook and Instagram) are no longer just channels for connection—they are the new frontiers of commerce. Brands that harness these platforms to deliver seamless, AI-powered conversational experiences are redefining customer expectations and unlocking new avenues for growth.
The New Era of Conversational Commerce
Conversational commerce is the practice of engaging customers in real-time, personalized conversations across messaging and social platforms to drive sales, service, and loyalty. As customers increasingly expect instant, authentic interactions, brands must meet them where they are—on the apps they use every day. The numbers speak for themselves:
- WhatsApp: Over 2 billion users, 100+ billion daily messages, and a staggering 98% open rate—far surpassing email and SMS.
- TikTok: 67% of users say the platform inspires them to shop even when they didn’t intend to, and 4 in 10 users buy a product after seeing it on TikTok.
- Meta: Billions of active users across Facebook and Instagram, with seamless shopping and messaging experiences now integral to the customer journey.
Why Omnichannel Engagement Matters
Today’s connected consumer expects a consistent, personalized experience across every touchpoint. Research shows:
- 74% of customers use multiple channels to start and complete a transaction.
- 66% expect companies to understand their unique needs and preferences.
- 76% expect consistent interactions across departments and channels.
Brands that deliver on these expectations see higher engagement, increased loyalty, and measurable business impact. However, achieving true omnichannel engagement requires more than just technology—it demands a unified strategy, integrated data, and intelligent automation.
Publicis Sapient and Salesforce: Powering the Future of Conversational Commerce
As a leading Salesforce partner, Publicis Sapient brings together deep industry expertise, advanced AI capabilities, and a pioneering partnership with Meta to help brands unlock the full potential of conversational commerce. Our approach integrates Salesforce’s Commerce, Marketing, and Service Clouds with WhatsApp, TikTok, and Meta, enabling:
- Personalized, AI-driven conversations that guide customers from discovery to purchase and beyond.
- Unified customer profiles powered by Salesforce Data Cloud, breaking down data silos for a 360° view.
- Real-time engagement across messaging, social, web, and in-store touchpoints.
- Accelerated time-to-value with pre-built use cases and modular accelerators, including the WhatsApp for Salesforce Accelerator.
Key Capabilities
- WhatsApp Integration: Native connection between WhatsApp Business Messenger and Salesforce clouds enables brands to:
- Collect first-party data through compliant, opt-in conversations.
- Drive customer acquisition and retention with high-engagement messaging.
- Streamline sales and support with AI-powered chatbots and real-time agent handoff.
- TikTok & Meta Social Commerce: Sync product catalogs, enable direct purchasing, and deliver targeted, shoppable content to vast audiences. Real-time analytics and advanced personalization drive higher conversion and lower cart abandonment.
- Omnichannel Journey Orchestration: Data-driven journey design ensures seamless transitions between channels, maximizing satisfaction and lifetime value.
Real-World Impact: Use Cases and Outcomes
Leading Global Grocer
A global food retailer sought to revolutionize customer engagement by leveraging WhatsApp and expanding its omnichannel marketing presence. By integrating WhatsApp with Salesforce Marketing Cloud, the brand turbocharged engagement, delivering personalized offers and support directly within the messaging app. The result: increased customer acquisition, higher retention, and a measurable boost in campaign effectiveness.
L’Oréal: Accelerating DTC Growth
L’Oréal partnered with Publicis Sapient to launch over 60 direct-to-consumer sites across the Americas, powered by Salesforce Commerce Cloud. Agile delivery and automated processes reduced time-to-market for new brands from months to weeks, while the flexible platform enabled rapid adaptation to market trends. The integration of social commerce channels like TikTok and Meta further expanded reach and conversion.
National Footwear Retailer: Loyalty Transformation
A fast-growing retailer transformed its loyalty program by blending online and offline experiences, powered by Salesforce and Publicis Sapient. Customers received personalized rewards and communications across channels, driving a 6% uplift from dormant to active subscribers and a 31% open rate on targeted campaigns.
The WhatsApp for Salesforce Accelerator: Speed to Value
Publicis Sapient’s exclusive WhatsApp for Salesforce Accelerator provides brands with a modular toolkit to rapidly implement conversational experiences at scale. Key features include:
- Pre-built AI use cases for marketing, commerce, and service.
- LLM-enabled orchestration for personalized, contextual messaging.
- Seamless integration with existing Salesforce data and workflows.
- Rapid deployment—brands can launch real-time, branded WhatsApp channels in weeks, not months.
The Business Value: Why Invest Now?
- Higher Engagement: Messaging campaigns on WhatsApp see open rates up to 98%, compared to 20% for email.
- Increased Sales: 69% of consumers are more likely to buy from brands offering WhatsApp as a channel.
- Improved Loyalty: Personalized, conversational experiences foster deeper relationships and repeat business.
- Future-Proofing: Social commerce is projected to account for a growing share of global e-commerce, with 98% of consumers planning to make at least one purchase through social shopping.
Why Publicis Sapient?
With over 20,000 digital experts and a proven track record of delivering measurable outcomes, Publicis Sapient is uniquely positioned to help brands lead in the era of conversational commerce. Our SPEED capabilities—Strategy, Product, Experience, Engineering, and Data & AI—ensure that every solution is tailored, scalable, and future-ready.
Ready to unlock growth with conversational commerce and omnichannel engagement? Connect with our experts to discover how Publicis Sapient and Salesforce can help you deliver seamless, AI-powered experiences across WhatsApp, TikTok, Meta, and beyond.
About Publicis Sapient
Publicis Sapient is the digital business transformation hub of Publicis Groupe, partnering with global organizations to create and sustain competitive advantage in an increasingly digital world. Learn more at publicissapient.com.