Instant messaging platforms: how to optimize support in the e-commerce industry

A strategic overview of how instant messaging platforms can transform customer care in e-commerce and an in-depth look at how INGO, with XCALLY Instant, offers an advanced solution for managing fast, automated, omnichannel conversations.

In the landscape of e-commerce, consumers are no longer content with slow emails or crowded call centers: they want quick, simple, real-time responses. Instant messaging platforms, i.e., instant messaging channels such as WhatsApp, Messenger, or Telegram, are becoming central to customer care because they offer a direct, familiar, and responsive point of contact. In this article, we explore how these platforms can enhance care in digital commerce, reduce costs, and improve loyalty, and how INGO, with its technology XCALLY, addresses this need in a concrete way.

The importance of instant messaging platforms in e-commerce

Instant messaging platforms represent a highly efficient communication channel for e-commerce: they enable asynchronous but immediate interactions, personalization, document delivery and notification, as well as automation via chatbots. These benefits translate into reduced cart abandonment rates, increased customer satisfaction, and optimization of customer service resources.

Key benefits for customer care and sales

• Immediacy and accessibility: according to several analyses, customers expect quick responses: conversations on WhatsApp or Messenger can be handled in real time with the familiarity of an everyday app.
• Scalability and automation: with pre-approved chatbots and templates (such as Meta templates on WhatsApp), many common requests can be handled automatically, freeing up operators for complex cases. Automated workflow features improve operational efficiency.
• Analysis and insight: Instant messaging platforms collect data on conversations, enabling analysis of customer needs, frequency of requests, and quality of messages-useful elements for optimizing customer service strategy.
• High ROI: a study by Glassix found a +12 percent increase in customer satisfaction (CSAT) for e-commerce brands adopting AI-powered instant messaging.

Common challenges and how to overcome them

Despite the advantages, it is not always straightforward to manage a large-scale messaging channel. Here are some challenges and their solutions:

1. Volume management: with many clients writing at the same time, it is essential to have a tool that supports automatic conversation assignment and intelligent routing.
2. Compliance policies: WhatsApp Business requires the use of Meta-approved templates for outbound mailings. You must define and approve these messages for notifications, promotions or alerts.
3. Response quality: maintaining a consistent and professional response is critical: integration with a knowledge base or knowledge management system helps agents respond accurately even under pressure.
4. Team training: to maximize the power of conversations, operators must be trained to use both chatbots and the conversation management interface efficiently.

INGO solutions: XCALLY Instant for instant messaging

INGO proposes. XCALLY Instant, an integrated platform that combines the power of an omnichannel contact center with the simplicity of social messaging, particularly WhatsApp, to deliver optimized and scalable customer service.

Features of XCALLY Instant for e-commerce

• Inbound and outbound interactions: agents can receive and send messages-text, media, documents-directly from WhatsApp, but centrally managed by XCALLY.
• Meta approved templates: the platform supports the use of WhatsApp Business templates, which are useful for order notifications, promotions and upselling campaigns.
• Integrated chatbots and automation: XCALLY Instant allows orchestrating automations that respond to recurring requests via bots, supporting agents and lightening the operational load.
• Advanced reporting: through customer journey tracking and reporting, INGO can analyze KPIs such as response time, engagement, resolution, and customer satisfaction.

How INGO uses XCALLY Instant for customer care

1. Resource optimization: by handling multiple dialogues simultaneously, XCALLY Instant enables INGO to reduce costs and personnel dedicated to messaging alone, while maintaining high service standards.
2. Integration with Acuto (knowledge base): the knowledge management system of INGO, Acuto, is integrated with XCALLY, giving agents real-time access to up-to-date information to respond accurately and contextually.
3. Proactive campaigns: through authorized templates, INGO can launch outbound campaigns (e.g., promotions, order updates, surveys) directly on WhatsApp, making the channel not only responsive, but also strategic.
4. Evaluation and continuous improvement: data collected from conversations are analyzed to identify friction points, demand patterns, and opportunities for process improvement, in a virtuous cycle of optimization.

Conclusion

Instant messaging platforms are emerging as pillars of modern customer service, particularly in the e-commerce context, as they combine speed, familiarity and automation. For companies looking to optimize support, investing in solutions such as XCALLY Instant means not only responding better and faster, but also turning WhatsApp into a strategic channel for engagement and loyalty.
INGO, with its experience and integrated platform, represents a solid partner for those aiming for advanced, data-driven customer care.

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Why rely on XCALLY Instant

With automation features, intelligent routing, approved templates, and advanced reporting, you can reduce response times, increase first-contact resolution rates, and improve control over customer care KPIs while maintaining high standards of security and compliance.

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