The test in São Paulo, Brazil, which allows WhatsApp users to find shops and services through a directory in the app, is the latest feature in Facebook's drive to bolster ecommerce on its services.
WhatsApp, unlike Facebook and Instagram, does not run ads in its app. Idema said previously businesses were promoting their WhatsApp numbers on packaging or websites or using Facebook ads to bring users into chats on WhatsApp. As online retail has continued to boom during the COVID-19 pandemic, Facebook has pushed in-app shopping features across its apps. In June, Zuckerberg announced Facebook's Shops feature would expand to WhatsApp in several countries. In recent years, WhatsApp also has also launched shopping tools like product catalogs and shopping carts.
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