Introduction
Messaging has rapidly evolved from a customer service tool into one of the most powerful commerce channels. Consumers can now browse products and even complete purchases on WhatsApp, WeChat, or Messenger, which has led to higher customer engagement.
In 2020, Meta reported that more than 175 million people message businesses on WhatsApp every day. For retailers, this represents a profound shift. It’s now safe to say that conversational commerce is where the future of shopping is being defined.
Here are five messaging innovations transforming retail in 2025 and beyond.
1. AI-Powered Retail Chatbots
AI-driven chatbots have become essential for retailers seeking to deliver instant, personalized support. Apart from handling FAQs, they recommend products, push promotions, and even help close sales.
An example is Sephora, which allows customers to book makeovers and receive product recommendations via Facebook Messenger. The customers are simply required to type in their request, after which they receive confirmation and reminders. This not only reduced wait times but also increased in-app engagement and conversion rates.
Similarly, Shopify Inbox integrates live chat with AI automation, enabling retailers to respond faster and personalize conversations at scale. These solutions reduce operational costs while delivering a 24/7 engagement model.
2. WhatsApp & WeChat Commerce
Messaging platforms are becoming full-fledged retail ecosystems. WhatsApp Business now allows businesses to showcase product catalogs, enable shopping carts, and accept payments directly within the app.
In Asia, WeChat has long led the way through its “Mini Programs,” which allow consumers to discover, shop, and pay without ever leaving chat. Global brands like L’Oréal use WeChat campaigns to deliver tailored experiences, allowing customers to buy products instantly inside the messaging flow.
This chat-to-checkout model is reshaping retail, collapsing the traditional funnel into a single, seamless interaction.
3. Personalized Messaging Journeys
Customers now want more than generic messages; they want tailored recommendations that reflect their preferences and behaviors. Retailers are increasingly using messaging channels to orchestrate personalized journeys powered by data.
For example, H&M experiments with AI-driven messaging to send curated outfit suggestions based on browsing history. Starbucks integrates its app and messaging notifications to promote loyalty rewards and personalized offers, strengthening customer retention.
Personalization at scale not only drives higher conversion but also fosters deeper emotional connections between brands and their shoppers.
4. Voice + Messaging Convergence
The future of messaging is multimodal, blending chat, voice, and even AR into unified retail experiences.
Google Business Messages combines chat interfaces with smart replies and integrations into Google Assistant, enabling retailers to offer hybrid text-and-voice customer journeys. Meanwhile, Amazon Alexa increasingly integrates with retail messaging flows, where customers can start a shopping journey with voice and finalize it through chat confirmations.
This convergence reflects a growing reality: shoppers want to communicate with brands like they interact with friends, naturally switching between typing, speaking, and even sharing visuals.
5. Payments & Transactions Inside Messaging
The ability to transact inside messaging apps is one of the most transformative shifts in retail.
In India and Brazil, WhatsApp Pay enables peer-to-peer and retail payments without leaving the app. Similarly, WeChat Pay has become one of the largest mobile payment ecosystems globally, embedded seamlessly into conversational flows.
Shopify’s Messenger integration also allows customers to browse products, add to cart, and check out directly inside chat, turning conversations into conversions.
By collapsing the distance between engagement and purchase, in-chat payments dramatically improve convenience and conversion rates.
Conclusion
From AI-powered chatbots and personalized journeys to in-app payments and voice-enabled shopping, messaging innovations are redefining retail engagement. What was once considered a customer support add-on has now become the primary commerce channel for millions of digital-first consumers.
Messaging is no longer limited to communication. It can actually be a way to build trust, deepen personalization, and accelerate sales. Those who adapt now will be better positioned to meet rising customer expectations and lead in the conversational commerce era.