Key points are not available for this paper at this time.
This study examines the effectiveness of a WhatsApp e-commerce chatbot, integrated with agent support, implemented for The Coca-Cola Company (TCCC) in the Mexican market. The engineering process, chatbot design, development, and the expansion of this concept to a global chatbot orchestrator are discussed. Using Google Analytics, data from 2022 is analyzed, focusing on specific demographic segments and comparing the chatbot’s performance with its web-based counterpart. Findings reveal a counterintuitive result: the WhatsApp e-commerce chatbot appeals to adults-older adults (+45 years) and females consumers for FMCG, Food and Beverages category, leading to higher conversion rates than the conventional web channel for this groups. Results suggest that managing a botview and web channel independently allows for tailored optimization strategies for each demographic segment. Chatbot surpassed its web-based counterpart in e-commerce total revenue contribution in 2022, in the market with the highest penetration of the Coca-Cola brand globally, becoming the primary reference channel for consumers. This study proposes that WhatsApp chatbots have the potential to become an established omnichannel reference for e-commerce.
Lopez et al. (Mon,) studied this question.