WhatsApp commerce metrics for e-commerce

WhatsApp is a commerce channel

WhatsApp has evolved beyond messaging into a legitimate commerce platform. With catalogs, payment integration, and business tools, brands can serve customers from discovery through purchase entirely within WhatsApp. Measuring this channel requires understanding its conversational nature—different from website or social commerce metrics.

The WhatsApp commerce model

How commerce happens on WhatsApp.

Conversational commerce:

Sales happen through dialogue. Customers ask questions, get personalized recommendations, and purchase through chat.

Catalog browsing:

Businesses share product catalogs within WhatsApp. Customers browse without leaving the app.

Order and payment:

Depending on market, payment can happen within WhatsApp or customers are directed to complete purchase elsewhere.

Customer service integration:

Same channel handles sales, support, and post-purchase communication.

Conversation metrics

The foundation of WhatsApp commerce.

Conversations initiated:

How many conversations start? Customer-initiated versus business-initiated.

Response rate:

What percentage of messages receive responses? Both directions—your response to customers and customer response to you.

Response time:

How quickly do you respond? Faster responses correlate with higher conversion.

Conversation length:

Average messages per conversation. Longer conversations might indicate engagement or friction.

Engagement metrics

How customers interact with your content.

Message open rate:

What percentage of sent messages are read? WhatsApp shows read receipts (blue checks).

Catalog views:

How often do customers view your product catalog?

Product inquiries:

Questions about specific products. Intent signal stronger than general browsing.

Media engagement:

Interaction with images, videos, and documents you share.

Conversion metrics

Turning conversations into sales.

Conversation-to-sale rate:

What percentage of conversations result in purchase? Your core conversion metric.

Orders placed:

Total orders through WhatsApp channel.

Revenue generated:

Total sales value from WhatsApp commerce.

Average order value:

Revenue divided by orders. How does WhatsApp AOV compare to other channels?

Customer acquisition metrics

Growing your WhatsApp audience.

New contacts:

New customers opting into WhatsApp communication.

Contact sources:

Where do new contacts come from? Website widget, QR codes, social media, ads?

Opt-in rate:

What percentage of website visitors or customers opt into WhatsApp?

Contact growth trend:

Is your WhatsApp audience growing? Growth rate over time.

Broadcast and campaign metrics

Measuring outbound messaging.

Broadcast reach:

How many contacts receive your broadcasts?

Delivery rate:

What percentage of messages successfully deliver? Failed deliveries indicate invalid numbers or blocks.

Read rate:

What percentage of delivered messages are read?

Response rate to broadcasts:

What percentage of recipients respond or engage?

Campaign conversion:

Sales generated from specific broadcast campaigns.

Customer service metrics

WhatsApp often handles support too.

Support conversations:

Volume of service-related conversations.

Resolution rate:

What percentage of issues resolve within WhatsApp?

First response time:

How quickly do customers get initial response?

Resolution time:

Total time to resolve customer issues.

Customer satisfaction:

Post-conversation satisfaction ratings if collected.

Automation metrics

Measuring chatbot and automation performance.

Automation rate:

What percentage of conversations handle automatically without human intervention?

Successful automation:

Automated conversations that resolve without escalation.

Escalation rate:

What percentage of automated conversations transfer to humans?

Automation satisfaction:

Customer satisfaction with automated responses.

Cost metrics

Understanding WhatsApp economics.

Message costs:

WhatsApp Business API charges per conversation. Track costs by conversation type.

Cost per conversation:

Total messaging costs divided by conversations.

Cost per acquisition:

Cost to acquire a new WhatsApp contact.

Cost per sale:

Total WhatsApp costs divided by orders. Channel efficiency metric.

Retention and loyalty metrics

WhatsApp’s role in customer relationships.

Repeat conversations:

Do customers return for multiple conversations over time?

Repeat purchases:

Multiple purchases through WhatsApp from same customer.

Churn rate:

Contacts who block or opt out. Lost audience.

Lifetime value by channel:

LTV of customers acquired or primarily served through WhatsApp.

Comparative channel analysis

How WhatsApp compares to other channels.

Conversion rate comparison:

WhatsApp conversion versus website, email, other social.

AOV comparison:

Order values across channels.

Customer satisfaction comparison:

Service satisfaction by channel.

Cost efficiency comparison:

Cost per sale across channels.

Team performance

If humans handle conversations.

Conversations per agent:

Workload distribution across team.

Response time by agent:

Speed differences between team members.

Conversion rate by agent:

Sales effectiveness varies by person.

Customer ratings by agent:

Satisfaction scores by team member.

WhatsApp commerce metrics to track

Focus on these analytics:

Conversations initiated and response rate. Message open and read rates. Catalog views and product inquiries. Conversation-to-sale conversion rate. Orders and revenue through WhatsApp. New contacts and contact growth. Broadcast delivery, read, and response rates. Support resolution rate and time. Automation success rate. Cost per conversation and per sale. Repeat conversation and purchase rates.

WhatsApp commerce succeeds through conversation quality and responsiveness. Track metrics that reflect the personal, dialogue-based nature of the channel.