The Commerce Leadership Forum 2025 Series, organized by Omnichat, a frontrunner in omnichannel AI customer experience platforms, recently took place at the Meta offices in Singapore and Malaysia. The event brought together key figures from companies such as Meta, Volvo Car Malaysia, and Writers At Work to delve into the transformative influence of AI, data-driven insights, and the WhatsApp Business Platform on customer engagement.
The global trend of businesses using messaging platforms is growing, as evidenced by over 1 billion people interacting with business accounts weekly on Meta’s messaging services. Vicky Yiu, APAC Strategic Partnership Manager at Meta, highlighted the effectiveness of messaging as a means of customer engagement.
Latest research suggests that 79% of global online adults engage with businesses through messaging on a weekly basis. The WhatsApp Business Platform, including its ‘WhatsApp Flows’ tool, provides interactive chat experiences, facilitating efficient and user-friendly exchanges such as data collection and appointment scheduling.
Albert Tiong, Regional Program Manager of Meta, demonstrated how Meta Business Messaging can lead to better results across the entire customer lifecycle, compared with traditional channels. From discovery and awareness to consideration, purchase, and re-engagement, two-way conversations enhance marketing, sales, and support outcomes. Businesses that have started using paid messaging products have seen a doubling in numbers year-on-year.
Patricia Yaw, Director of Marketing Operations and PR at Volvo Car Malaysia, is spearheading the brand’s digital transformation, illustrating that even traditional sectors can progress through conversational commerce. By implementing a centralized chat strategy, Volvo Car Malaysia has been able to deliver a personalized customer experience exclusively through WhatsApp. This strategic shift to a unified WhatsApp Business Platform took place during the brand’s EX30 launch, which set new records for the brand in terms of test drive bookings, media impressions, and PR share of voice.
WhatsApp has demonstrated impressive performance metrics, including a staggering 93% read rate and a click-through rate seven times higher than that of email. Further, the chatbot effectively handles one out of every four discovery questions, underscoring its efficiency in managing user inquiries.
Alan Chan, founder and CEO of Omnichat, highlighted the transformative effect of AI-driven conversational commerce. He discussed how businesses can use automation and personalization to boost sales and improve customer satisfaction.
“AI-powered conversational agents are revolutionizing how businesses interact with customers,” he said. “Omni AI allows businesses to create tailored AI agents for various purposes, train them by uploading documents and resources, and enable them to deliver faster and more accurate responses. From providing round-the-clock instant support to sending hyper-personalized recommendations, AI enables companies to engage customers effectively at all touchpoints.”
Ang Kai Ning, HR and Finance Director at Writers at Work, revealed how their education center strategically uses the WhatsApp Business Platform, facilitated by Omnichat, to improve various aspects of their operations. WhatsApp has become more than just a messaging app, transforming into a dynamic platform for interactive engagement, promotional messaging, efficient announcement scheduling, and responsive customer service.
They achieved a 77.71% read rate and an 11.85% click-through rate on webinar promotions, resulting in a 90% turnout. Moreover, chatbot automation handled 75,000 customer messages last year, with 99% of these on WhatsApp, demonstrating the platform’s role in optimizing communications, boosting engagement, and driving results.
The Commerce Leadership Forum 2025 Series highlighted the value of collaboration and innovation in business growth. By uniting thought leaders and industry experts, the event inspired attendees to adopt new technologies, use data-driven insights, and rethink customer engagement strategies for the digital age.
What is the significance of the WhatsApp Business Platform for customer engagement?
The WhatsApp Business Platform provides interactive chat experiences that enable efficient and user-friendly exchanges such as data collection and scheduling. This platform has demonstrated high engagement rates, with a remarkable 93% read rate and a click-through rate seven times higher than that of email.
How can AI-driven conversational commerce benefit businesses?
AI-driven conversational commerce allows businesses to create custom AI agents for various purposes. These agents provide faster and more accurate responses, offer round-the-clock instant support, and send hyper-personalized recommendations. This technology revolutionizes customer interactions, enhancing engagement at all touchpoints.
What role does WhatsApp play in an organization’s operations?
Besides being a platform for messaging, WhatsApp can also be used for promotional messaging, efficient announcement scheduling, and responsive customer service. It has been effective in streamlining communications, boosting engagement, and driving results, as evidenced by a high turnout rate for webinar promotions.
