When we use an app like WhatsApp, we usually think of it as a way to communicate with others. But as digital commerce evolves, messaging apps have also become a way to shop and communicate with businesses. This helps explain the importance of Ninja’s adoption of Meta’s intelligent business agent, which the company launched globally in June 2026 to develop an AI-powered shopping experience.
How could shopping change?
Traditionally, if a customer wants to buy a product, they visit an online store and browse through the available products.
With conversational commerce, however, customers can contact a business through WhatsApp and ask about a product, its price, or available options, receiving assistance more quickly and easily.
This makes conversation part of the shopping process rather than merely a means of communication.
What role does AI play?
AI can help businesses:
* Answer customer questions.
* Recommend suitable products.
* Provide information about orders.
* Understand customer interests.
* Improve ads and offers.
This is where the concept of personalization comes in: providing an experience or recommendations tailored to each customer’s needs instead of offering everyone the same thing.
Why is WhatsApp important?
One reason WhatsApp is important is that customers use it every day, so they do not need to switch between multiple apps.
This reduces what is known as friction—the difficulties or steps that can make the purchasing process longer or more complicated.
The easier the steps are, the smoother the customer experience becomes.
How does the company benefit?
The company benefits not only from easier communication, but also from using data to better understand customers, such as by learning which products interest them and what questions they ask.
This helps businesses make better, information-based decisions, a practice known as data-driven decision-making.
Does AI eliminate the role of employees?
Not necessarily. AI can be used for simple, repetitive tasks, such as answering frequently asked questions, while employees handle cases that require human intervention.
This is known as automation: using technology to carry out certain tasks automatically.
What can we learn from this model?
Ninja’s move reflects a broader trend in modern commerce, in which companies focus not only on selling a product but also on making the customer journey easier and improving the overall experience.
AI, WhatsApp, and data can work together to make shopping faster, easier, and more closely aligned with customer needs.