Empowering Commerce: How IndiaMART’s Integration with WhatsApp API Transforms Buyer-Seller Communication
CXOToday has engaged in an exclusive interview with Amarinder Dhaliwal, Chief Product Officer, IndiaMART InterMESH Limited
Q: How has integrating WhatsApp’s API and technology improved buyer-seller communication on IndiaMART?
Today, India is the biggest user of WhatsApp for business, with metro and non-metro cities using the app to connect with its buyers every day. At IndiaMART, we continue to look for avenues that can help in ‘making business doing easy’ for our customers. This includes the introduction of IM Insta – a seamless integration of WhatsApp with Lead management system for sellers, to help sellers instantly connect with buyers.
Additionally, the follow-ups on WhatsApp are easier and less intrusive, as compared to calls and email interventions, thereby increasing a higher response from the users. The buyer responsiveness is approximately 3x, vs traditional channels of communication. With IM Insta, sellers can easily share product details, negotiate prices, and address queries on buyer’s WhatsApp – all from the familiar IndiaMART lead management system (LMS) only.
- What role does WhatsApp’s instant messaging and notification features play in enhancing response rates and transaction efficiency on your platform?
Conversational commerce empowers consumers to make shopping decisions, purchases and transactions through messaging apps and other conversational technology. And this is the biggest advantage of using WhatsApp to facilitate customer interactions. It enables 24X7 conversation support and creates a personal connection with the customer.
A buyer coming in on IndiaMART gets the option to chat via WhatsApp from IndiaMART Mobile website. For any specific query, if the seller is using IM Insta (WhatsApp for IndiaMART sellers), the buyer is directly connected with the seller, enabling them to take the conversation forward. In case the seller is not enabled with IM Insta product, the buyer enquiry lands in IndiaMART customer service WhatsApp chatbot, which then shares 3-4 relevant seller details for buyer to fulfill their requirement. This seamless integration between LMS and WhatsApp ensures that buyers have the option to talk via WhatsApp, yet the enquiry lands in sellers’ LMS.
A seller using IM Insta – WhatsApp for sellers can respond to a buyer via LMS however the buyer will receive the update on his WhatsApp buyer’s WhatsApp. This fosters real-time communication, provides sellers with the freedom to be available 24X7, and closes deals more efficiently. In addition to this,
- Reduced follow ups: It provides one-click templated replies to ensure follow-up with buyers within the Lead Manager to buyer’s WhatsApp. This is less intrusive than calls, invites 3x response against emails or text messages.
- Increased authenticity: The seller’s business name is displayed on the WhatsApp channel, building more trust and authenticity for buyers.
- Unified WhatsApp Inbox: The unified inbox helps all buyer conversations on Lead management system.
- How does IndiaMART leverage WhatsApp’s security protocols to ensure secure and trustworthy interactions between buyers and sellers?
IndiaMART prioritizes user security by leveraging end-to-end encryption, ensuring that all communications remain private and protected. Every seller-buyer’s communication lies within the robust security infrastructure of IndiaMART’s LMS. Our aim is to create a trustworthy environment where users feel confident engaging in transactions and know their data is safeguarded.
- Are you using any automation tools or AI chatbots within WhatsApp to provide faster and more efficient customer support?
Yes, we use AI chatbot on our WhatsApp customer support channel to guide buyers and sellers in their journey with IndiaMART. For any buyers coming in with enquiries, the chatbot helps in understanding users’ intent, and respond to their requirements accordingly.
The chatbot also provides an option to create a service ticket, if not satisfied with the recommendation. This marks the first step towards human intervention, thereby helping our customers to find the solution they are looking for, with minimal clicks.
- What future tech features of WhatsApp, like direct payments or interactive catalogues, does IndiaMART plan to leverage to support business growth?
Effective communication is the bedrock of thriving business relationships. With the motto of ‘Connect More, Convert More’, IM Insta (WhatsApp For Sellers) aims to enable the sellers to connect more frequently with the customers. This includes unlimited conversation with the buyer, if he responds and one pre-crafted message per day for 7 days.
We are also working to enable sharing of product carousel for sellers using IM Insta product. As we see more sellers inclined to use WhatsApp as a mode of communication with buyers, we will continue to evaluate any features that the platform may offer and work in the favor of enhancing seller-buyer communication further.
