Retail & D2C
WhatsApp for D2C and e-commerce — cart recovery, COD and tracking
The four journeys that pay for the whole channel: abandoned cart, COD confirmation, order tracking and post-delivery reorder. Utility rates where possible, marketing only when it earns it.
- 18%
- median drop in COD RTO
- ₹4.10
- cost per attributed order
- 9.4×
- ROAS on cart recovery
Your order #48120 has shipped 🎉
10:24Out for delivery today, 4–7 PM.
10:24Great, thanks!
10:26✓✓The journeys that pay for the channel
Abandoned cart in the window
A nudge sent inside an open service window is a ₹0.1150 utility send instead of a ₹0.8631 marketing template — 7.5× cheaper, and the gap is unchanged by the October 2026 pricing update.
COD confirmation
A Flow with address and slot confirmation cuts the call centre and the return that follows a missed delivery.
Order tracking thread
Packed, shipped, out-for-delivery and delivered as utility templates on one thread — fewer “where is my order” tickets.
Reorder and replenishment
Category-timed reorder nudges from purchase history, with the catalog attached so checkout stays in-chat.
What ships with the playbook
Not a slide deck — the assets your team needs on day one.
- Pre-written template set, category-checked before submission
- A working flow or Flow for the highest-volume journey
- Segment definitions and a frequency cap recommendation
- The cost model for this vertical at your volume
Questions on this page
Each answer is written to stand alone, so search engines and AI assistants can quote it.
Is cart recovery marketing or utility?
A cart reminder is promotional, so it is a marketing template at ₹0.8631 if you send it cold. If the customer messaged you and a service window is open, the same nudge can go as a free-form reply charged at the utility rate of ₹0.1150 since 1 October 2026. That is still 7.5× cheaper, which is why sequencing matters more than copy.
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