Rivalry2

Guía práctica para el comercio conversacional de WhatsApp
2026-03-06 17:22 Diff
https://insiderone.com/es/whatsapp-conversational-commerce/
Esta nueva capacidad permite a las empresas transformar la experiencia de compra en WhatsApp y ofrece a los clientes una nueva forma de descubrir, navegar y comprar productos, como se muestra en el vídeo siguiente.
En esta guía, profundizaremos en el comercio conversacional de WhatsApp, incluyendo qué es, sus ventajas y cómo aprovecharlo. También mostraremos dos ejemplos de empresas que utilizan WhatsApp para aumentar el compromiso de los clientes, las conversiones y los ingresos.
Insider-a Meta-proveedor verificado de soluciones empresariales- puede ayudarte a aprovechar al máximo las capacidades de marketing de WhatsApp. Nuestra plataforma también reúne las más amplias capacidades de personalización para otros canales como el email, SMS, Facebook Messengerweb push, in situ, etc.
Para obtener más información, visita nuestro sitio webo programa una demostración con nuestro equipo.
Echa un vistazo a nuestras exclusivas recorridos de productos por Whatsapp
Comercio conversacional por WhatsApp: Definición y ventajas

WhatsApp comercio conversacional es el proceso de diseñar de extremo a extremo que permiten a los clientes descubrir, explorar y comprar productos sin salir de WhatsApp.
Para entender bien esta nueva capacidad, tenemos que empezar por hablar de cómo funcionan las funciones de marketing habituales de WhatsApp.
Desde el lanzamiento de la API de WhatsApp Business, las marcas han estado utilizando WhatsApp para enviar diferentes tipos de mensajes promocionales, como:
Alertas de bajada de precios. Son una forma estupenda de impulsar las compras rápidas, sobre todo si puedes mostrar recomendaciones de productos relevantes a los usuarios con una gran afinidad por los descuentos.
Indicaciones para recuperar el carro. Estos avisos ayudan a las marcas a recuperar ingresos dirigiéndose a los usuarios que añadieron un artículo a su cesta de la compra pero no completaron la compra.
Recordatorios de citas. Ayudan a las empresas a deleitar a sus clientes asegurándose de que no se pierden acontecimientos importantes, como próximos vuelos, demostraciones de productos, etc.
A pesar de su utilidad, estas capacidades iniciales de WhatsApp eran algo limitadas, porque los clientes siempre tenían que ser redirigidos a un sitio o aplicación para finalizar su compra, solicitar una demo o completar otra actividad transaccional.
El comercio conversacional cambia eso al permitir que los clientes descubran productos, los añadan a sus carritos y los comprueben, todo dentro de WhatsApp.Por ejemplo, supongamos que envías a tus clientes un mensaje promocional sobre productos recién llegados o con descuento en tu tienda de ecommerce. Con una plataforma de comercio conversacional (como nuestra WhatsApp Commerce), puedes hacer que los clientes exploren y compren los productos de tu tienda directamente desde WhatsApp.
O digamos que utilizas WhatsApp para enviar avisos de recuperación del carrito. En lugar de intentar que los usuarios vuelvan a tu sitio web para finalizar su compra, WhatsApp Commerce les permite hacerlo directamente en la app.
Estas experiencias de compra de principio a fin tienen cuatro ventajas clave sobre el marketing tradicional por WhatsApp:
Reducción de la fricción. El comercio conversacional elimina el mayor punto de abandono en la experiencia del cliente de WhatsApp: tener que ir a una aplicación o sitio web externo. Como en todos los demás viajes, cuanto menor sea la fricción, mayores serán las tasas de conversión.
Descubrir productos más fácilmente. El comercio conversacional permite a los usuarios acceder a tu catálogo de productos directamente en WhatsApp. Esto simplifica drásticamente el descubrimiento de productos ya que, de nuevo, los clientes no tienen que ir a un sitio o aplicación externos.
Novedad. Las tácticas de marketing tienden a producir peores resultados con el tiempo, a medida que más y más empresas empiezan a utilizarlas. El comercio conversacional de WhatsApp tiene aquí una gran ventaja, ya que todavía es muy nuevo, no lo utilizan muchas empresas y es interesante para los clientes que prefieren el móvil.
Rápida pre y después de la compra atención al cliente. Los compradores suelen tener varias preguntas durante sus viajes, como «¿Cuál es su política de reembolso?», «¿Cómo puedo ponerme en contacto con su equipo?», «¿Puedo cambiar esto por otro artículo?», etc. Con el comercio conversacional, puedes configurar respuestas rápidas para las preguntas más frecuentes (FAQ) o redirigir a los usuarios a agentes en directo para cuestiones más complejas. Esto supone una gran mejora respecto a pedir a los usuarios que se pongan en contacto contigo por email o teléfono, que era la norma inicial con WhatsApp.
2 Ejemplos de empresas que utilizan WhatsApp para aumentar el engagement, las conversiones y los ingresos

En esta sección, veremos dos ejemplos reales de las capacidades de marketing de WhatsApp.
Ten en cuenta que las dos marcas siguientes utilizaron el paquete completo de marketing de WhatsApp de Insider One, que incluye mensajes promocionales personalizados, alertas de bajada de precios, recordatorios y comercio conversacional.
Ejemplo 1: Marca mundial de belleza que utiliza WhatsApp para aumentar 2,3 veces los ingresos por cliente

Uno de nuestros clientes, una marca mundial de belleza con sede en París, se dio cuenta de que estaba perdiendo ingresos por dejar pasar oportunidades clave de engagement en el recorrido del cliente.
Al analizar los datos de sus clientes, descubrieron que WhatsApp sería un gran canal para llegar a los compradores actuales y potenciales. Y tras una llamada inicial con nuestro equipo, decidieron darle una oportunidad a WhatsApp.
En primer lugar, utilizaron las plantillas de opt-in preconstruidas de Insider One y multiplicaron por 7 su base de suscriptores de WhatsApp casi de inmediato.
Con eso, estaban listos para diseñar sus nuevos recorridos de compra y campañas conversacionales basadas en WhatsApp.
Éstas son algunas de las sugerencias que utilizaron para iniciar conversaciones con su público objetivo:
Alertas de bajada de precios en tiempo real. Utilizando nuestra plantilla de bajada de precios y nuestras capacidades de segmentación, la marca envió alertas muy personalizadas. Se dirigieron a clientes VIP que tenían una gran afinidad con los descuentos, lo que produjo un aumento del 67% en las tasas de conversión.
Recordatorios de reposición. Gracias a una de nuestras plantillas de comercio conversacional, la marca creó un mensaje recordatorio de reabastecimiento para los clientes que habían gastado más de 150 $ en los últimos 45 días. Esta campaña aumentó las tasas de recompra en un 30%.
Mensajes de reserva. Perder clientes por falta de disponibilidad de artículos era uno de los mayores problemas de la marca. Por eso configuraron Architect -nuestrocreador de viajes de arrastrar y soltar- para enviar automáticamente a sus clientes atractivas alertas de reposición de existencias. El resultado fue un aumento del 45% en los ingresos recuperados.
En general, esta combinación de mensajes promocionales, recordatorios y tácticas de comercio conversacional ayudó a la marca a conseguir un aumento de 2,3 veces en los ingresos por cliente.
Para más detalles sobre la estrategia de marketing de WhatsApp de esta empresa, consulta el estudio de caso completo.
Ejemplo 2: Un gran retailer de moda multiplica por 3,75 su tasa de conversión a través de WhatsApp

Otro de nuestros clientes -una gran marca de Retailer en Europa- se dio cuenta de que el engagement, las conversiones y los ingresos de sus canales tradicionales se estaban estancando.
Los SMS, el email y la web push ya no eran suficientes para ayudar a la marca a alcanzar sus objetivos de valor de vida del cliente (CLTV) y rentabilidad. Por eso decidieron probar WhatsApp como nuevo punto de contacto de marketing.
En primer lugar, utilizaron nuestras plantillas opt-in para hacer crecer su base de suscriptores de forma rápida y conforme a las normas.
Recogieron miles de registros en cuestión de días utilizando una estrategia multicanal que incluía su sitio web, notificaciones push e incluso códigos QR escaneables en los recibos físicos.
A continuación, utilizaron nuestras plantillas de WhatsApp para empezar a enviar todo tipo de mensajes personalizados como parte de sus nuevas campañas conversacionales, entre otras cosas:
Actualizaciones de pedidos.
Recordatorios de eventos.
Indicaciones para recuperar el coche.
Notificaciones de servicio, y mucho más.
Sus nuevas campañas conversacionales de WhatsApp lo han conseguido:
Una tasa de apertura del 97%.
Un porcentaje de clics del 29,9%.
Un ROI 35 veces superior al de sus campañas de email estándar en sólo 60 días de uso de Insider.
Esto es lo que dijo el Director de Fidelización de Clientes de la marca sobre esta experiencia:
«No sabíamos muy bien por dónde empezar a la hora de utilizar WhatsApp como canal complementario. Insider One fue capaz de desmitificar todo el proceso. El despliegue fue fantástico. Dudaba de las afirmaciones sobre plazos cortos y falta de recursos internos, pero en 6 días estábamos en marcha, en lugar de 6 meses. La puesta en marcha fue en gran parte gracias a la aprobación previa de Insider One. plantillas-que se presentaron en nuestro nombre para reducir los esfuerzos de mi propio equipo. Los resultados iniciales fueron fenomenales. WhatsApp ya ha supuesto un aumento significativo de nuestra tasa de conversión, del valor de vida del cliente y, sobre todo, de los ingresos. Estamos encantados de aprovechar ahora las capacidades de WhatsApp de Insider One de una forma más sofisticada, como parte de nuestra estrategia de recopilación de datos de parte cero. Ya estamos explorando comercio conversacional mediante mensajes conversacionales en dos pasos mensajes que se adaptan en función de las respuestas del usuario».

Para profundizar en el enfoque de marketing de WhatsApp de la marca, consulta el estudio de caso completo.
Cómo configurar y utilizar el comercio conversacional en WhatsApp

Aunque potente, el comercio conversacional de WhatsApp puede llevarte un tiempo configurarlo. Hay un montón de acciones que tienes que realizar, que pueden organizarse a grandes rasgos en tres pasos:
Crear un perfil deWhatsApp Business API. Puedes configurar tú mismo la API de WhatsApp, aunque el proceso es difícil y requiere mucho tiempo. Alternativamente, puedes evitarlo asociándote con un Proveedor de Soluciones Empresariales (BSP) como Insider One. Los BSP son empresas cuya experiencia en WhatsApp ha sido verificada por Meta, lo que les permite hacer muchas cosas en tu nombre, como crear tu perfil e instalarte en la plataforma WhatsApp Business.
Construyendo mensaje plantillas y conseguir que las aprueben. Para llevar a cabo cualquier campaña de marketing por WhatsApp, necesitas que el equipo de Meta apruebe las plantillas de tus mensajes. Los PSB también pueden ayudarte con esto. Por ejemplo, Insider One tiene montones de plantillas de WhatsApp prefabricadas para casos de uso como encuestas a clientes, abandono de carritos, etc. Nuestra plataforma también te ayuda a crear nuevas plantillas, gestionarlas y solicitar su aprobación, sin tener que utilizar la API de Meta u otra herramienta de terceros.
Diseñar flujos conversacionales. Los flujos conversacionales son las secuencias de pasos por los que pasan los clientes en WhatsApp: desde hacer clic en «Comprar ahora», hasta moverse entre categorías, añadir productos a sus carritos, etc. Es crucial diseñar estos flujos de forma lógica y tener una copia de seguridad en caso de que los clientes hagan preguntas (es decir, establecer automatizaciones de chatbot de WhatsApp o tener agentes de soporte en vivo en espera). Esto puede ser un proceso complicado, por lo que en Insider One tenemos diseñadores conversacionales dedicados que pueden construir estos flujos para ti basándose en tus productos específicos, objetivos y expectativas de los clientes.
Libera el poder del marketing de WhatsApp con Insider One

Insider One puede ayudarte a aprovechar todo el potencial de marketing de WhatsApp para aumentar la satisfacción del cliente, las conversiones y los ingresos. Como BSP metaverificado, podemos:
Crea tu cuenta de WhatsApp Business y configura la API de WhatsApp para ti.
Ayudarte a crear plantillas, gestionarlas en nuestra plataforma y conseguir que las apruebe el equipo de Meta.
Aprovecha todas las funciones de marketing de WhatsApp: desde mensajes promocionales personalizados hasta alertas de bajada de precios, recordatorios de eventos y comercio conversacional.
Sin embargo, Insider One no es sólo una solución de marketing de WhatsApp. Es una plataforma de marketing empresarial para crear experiencias individualizadas y multicanal en todos los puntos de contacto que los clientes tienen con tu marca: desdetu sitio web y aplicación móvil hasta canales como WhatsApp, SMS, email, web push, etc.
He aquí un rápido resumen de las principales capacidades de nuestra plataforma.
Agregación de datos y perfiles de cliente de 360 grados

La Plataforma de Datos de Clientes Accionables (CDP ) de Insider One puede agregar los datos de tus clientes -de sitios web, aplicaciones móviles, herramientas de análisis, CRM y cualquier otra fuente online u offline- en una base de datos central.
Esto te ayuda a superar los silos de datos y a obtener una visión clara de todo el recorrido del cliente con perfiles de cliente detallados de 360 grados, como el que se muestra a continuación.
Estos datos unificados son la base para crear experiencias personalizadas basadas en los comportamientos, intereses y puntos de contacto preferidos de cada cliente.
Más información: 7 mejores plataformas de datos de clientes (CDP) en 2023.
Segmentación Potenciada por IA

La potente segmentación de Insider One te permite encontrar el público objetivo adecuado para tus esfuerzos de marketing.
Nuestros algoritmos basados en IA crean varias audiencias predictivas en función de los usuarios:
Probabilidad de compra.
Probabilidad de abandono.
Afinidad por descuentos.
LTV potencial, y mucho más.
Puedes combinar estos públicos predictivos con los públicos estándar basados en comportamientos in situ o dentro de la aplicación, participación en el canal, historial de compras y otros públicos que se muestran a continuación.
Por último, Insider One también crea muchos públicos predefinidos útiles que son un gran punto de partida para construir tus segmentos. Por ejemplo, estos públicos predefinidos incluyen usuarios que:
Abandonaron sus carritos de compra.
Abandonaron una página de producto.
Has realizado una compra satisfactoria.
Interactuó con tu marca en un canal como WhatsApp, email o SMS.
Y más.
Estas versátiles capacidades de segmentación hacen que sea superfácil acotar y dirigir tus campañas de marketing al público adecuado.
Personalización y automatización entre canales

Hemos creado Insider One para ayudar a las marcas a utilizar sus datos para crear experiencias personalizadas y automatizar campañas de marketing en todos los puntos de contacto, incluidos sus sitios web, aplicaciones móviles, WhatsApp, notificaciones push, email, SMS y Facebook Messenger.
Gracias a este amplio soporte de canales y a las amplias capacidades de personalización, Insider One puede ayudarte:
Construye y automatiza campañas de marketing de alto rendimiento.
Consolida tu pila de marketing.
Simplifica tu flujo de trabajo.
Por ejemplo, nuestra herramienta de orquestación de viajes (llamada Architect) te permite crear y automatizar campañas de marketing multicanal mediante un sencillo editor de arrastrar y soltar. También utiliza IA para ayudarte a encontrar los canales adecuados, enviar mensajes en el momento oportuno y mucho más.
Nuestro potente software de personalización también te permite ofrecer contenidos, mensajes y recomendaciones de productos a medida en cada punto de contacto.
Por ejemplo, digamos que tienes un segmento de clientes potenciales que tienen una gran afinidad con los descuentos y un interés en una categoría de productos específica de tu sitio web. Puedes utilizar Insider One para:
Haz una campaña de WhatsApp con códigos de descuento para productos de esa categoría.
Prueba otro canal (como SMS o email) para los usuarios que no se comprometan contigo a través de WhatsApp.
Personaliza cada elemento de tu sitio web -incluidos banners, categorías y ventanas emergentes- según los comportamientos e intereses de este segmento.
En resumen, Insider One te garantiza que estás sacando el máximo partido a tus esfuerzos y presupuesto de marketing, enviando los mensajes adecuados al público adecuado en el momento adecuado.
Para ver Insider One en acción y saber cómo puede ayudarte a alcanzar tus objetivos empresariales, solicita una demo con nuestro equipo.
FAQs

¿Qué es el comercio conversacional de WhatsApp?
El comercio conversacional de WhatsApp es una estrategia empresarial que aprovecha la plataforma de mensajería de WhatsApp para relacionarse con los clientes, responder consultas, proporcionar asistencia y facilitar transacciones mediante conversaciones naturales basadas en texto.
¿Por qué es importante el comercio conversacional de WhatsApp?
Permite a las empresas ofrecer interacciones personalizadas en tiempo real, agilizar la atención al cliente e impulsar las ventas dentro de una aplicación de mensajería muy utilizada.
¿Es seguro el comercio conversacional de WhatsApp?
WhatsApp ofrece cifrado de extremo a extremo para los mensajes, lo que garantiza la seguridad y privacidad de las interacciones con los clientes.
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	<title>Guía práctica para el comercio conversacional de WhatsApp</title>
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        justify-content: space-between;

}
.insiderone-gmc-speaker-list-item-img {
    aspect-ratio: 304 / 344;
    position: relative;
}
.insiderone-gmc-speaker-list-item-img img {
    position: absolute;
    bottom: 0;
}
/* Need this fixes to add the widget files */








.single-news-latest-posts .post .post-title h5{
	height: 90px!important;
}

.migration-lab-reviews{
	    background-repeat: no-repeat;
    background-size: cover;
}


/* EVENT QUICKFIXES */

	.insiderone-ghs-speaker-list-item-img img{
	width: 100%;
}


@media only screen and (max-width:767px){
	.insiderone-ghs-hero-banner-container .insiderone-ghs-bottom-logos .logo_items{
		width: 50%;
	}
}

/* EVENT QUICKFIXES */



.homepage-logo-reel-row, .homepage-hero-logo-reel{
	height: 35px;
}

.homepage-core-differentiators-body-item-media img{
	pointer-events:none;
}

@media only screen and (max-width:767px){
	.wt-cli-cookie-bar-container{
		position: absolute;
		z-index: 999999999999;
	}
	.wt-cli-cookie-bar-container h5{
		margin-top: 2vw!important;
	}
}

.cli-bar-message a{
	color:#50E9C3;
}
	
main.flexible-layout{
	overflow-x:hidden;
}

a#wt-cli-accept-all-btn, a#wt-cli-accept-btn{
	display: flex;
    justify-content: center;
    align-items: center;
}



.cli-bar-btn_container{
	margin-top: 10px;
}

#wt-cli-accept-all-btn{
	font-weight: 800!important;
}

a#wt-cli-reject-btn, a#wt-cli-accept-btn{
	font-weight: 400!important;
}

.headbackground .post-head-container .post-info-container h2{
	color: #F8F8F8
}

body:has(.footer-light) .footer-newsletter-select2-dropdown .select2-results__option {
    color: #261a28 !important;
}

@media only screen and (min-width: 1201px) and (max-width: 1439px) {
    .homepage-hero-content h1 {
        font-size: 30px;
    }
}

.footer-badges .badge{
	width: 64px;
	height: 64px;
}

.footer-badges .badge img{
	width: 100%;
}

@media screen and (min-width:1024px){
	.header-menu-list{
	overflow-x:hidden;
}
}

@media only screen and (min-width: 320px) and (max-width: 767px) {
    .header.header-insiderone .header-banner a {
        font-size: 3vw;
    }
}

@media only screen and (max-width:768px){
	
	.header-menu-item-lang.show svg {
    transform: rotate(180deg);
    transition: all 0.3s 
ease-in;
}

.header-menu-item-lang.show{
    transition: all 0.3s 
ease-in;
}
.header-menu-item-lang-list {
    position: relative;
}
	
	
	@media screen and (min-width:768px){
		.cli-bar-container.cli-style-v2 .cli-bar-message{
	font-size:10px!important;
	}
}	

	.cli-bar-btn_container{
		display: flex!important;
	}

	
.cli-bar-btn_container a{
		font-size:3vw!important;
		width:30%!important;
		padding:2vw!important;
		display:flex!important;
		justify-content:center!important;
		align-items:center!important;
	}
	#wt-cli-cookie-banner .cli-bar-container  .cli-bar-message{
		font-size:2.5vw!important;
		height: 30vw;
		overflow-y: scroll;
		-ms-overflow-style: none;
		scrollbar-width: none;
	}
	#wt-cli-cookie-banner .cli-bar-container  .cli-bar-message::::-webkit-scrollbar {
    display: none;
}

}

#resources-post-slider{
	display:none;
}



.cli-bar-message {
	width:100%; 
}
.cli-tab-section {
    padding: 0 2px;
}
.cli-switch input:checked + .cli-slider {
    background-color: #EEE;
}
.cli-tab-footer .wt-cli-privacy-accept-btn {
    background-color: #50E9C3;
    color: #261A28;
    font-weight: 500;
    font-size: 16px;
}
.cli-tab-header {
    border-radius: 10px;
    background: var(--Light-Third-Card, radial-gradient(74.99% 100% at 0% 25.01%, rgba(244, 72, 43, 0.03) 0%, rgba(244, 72, 43, 0.00) 75%), radial-gradient(114.73% 141.42% at 100% 100%, rgba(244, 72, 43, 0.03) 0%, rgba(244, 72, 43, 0.00) 75%), linear-gradient(0deg, rgba(255, 255, 255, 0.70) 0%, rgba(255, 255, 255, 0.70) 100%), rgba(239, 235, 228, 0.70));
    box-shadow: 0 0 0 1px var(--Shadow-Dark-M, rgba(38, 26, 40, 0.10));
}
.cli-modal-content.cli-bar-popup {
	border-radius: var(--Radius-2XL, 32px);
background: var(--Light-Second-Card, radial-gradient(74.99% 100% at 0% 25.01%, rgba(244, 72, 43, 0.03) 0%, rgba(244, 72, 43, 0.00) 75%), radial-gradient(114.73% 141.42% at 100% 100%, rgba(244, 72, 43, 0.03) 0%, rgba(244, 72, 43, 0.00) 100%), linear-gradient(0deg, rgba(255, 255, 255, 0.45) 0%, rgba(255, 255, 255, 7) 100%), rgba(239, 235, 228, 1));

/* Surface Shadow/M */
box-shadow: 0 6px 6px -3px var(--Shadow-Dark-S, rgba(38, 26, 40, 0.05)), 0 3px 3px -1.5px var(--Shadow-Dark-S, rgba(38, 26, 40, 0.05)), 0 1px 1px -0.5px var(--Shadow-Dark-S, rgba(38, 26, 40, 0.05)), 0 0 0 1px var(--Shadow-Dark-M, rgba(38, 26, 40, 0.10));
}

a#wt-cli-reject-btn, a#wt-cli-accept-btn {
	border-radius: var(--Radius-Curve, 3600px);
    background: var(--Surface-Dark, #FAFAFA);
    box-shadow: 0 0 0 1px var(--Shadow-Dark-M, rgba(38, 26, 40, 0.10));
}
div#cookie-law-info-bar {
    max-width: 920px;
    left: 50%;
    transform: translateX(-50%);
}
.cli-bar-btn_container {
    display: flex;
    gap: 8px;
}
a#wt-cli-accept-all-btn,a#wt-cli-accept-btn {
    margin-left: 0 !important;
    margin-right: 0 !important;
}
a#wt-cli-settings-btn {
    border: none !important;
    padding: 0;
}
@media screen and (max-width:768px) {
	a#wt-cli-accept-all-btn {
    width: 100%;
}
	.cli-bar-btn_container {
    display: flex;
    flex-wrap: wrap;
    text-align: center;
    justify-content: space-between;
}
a#wt-cli-reject-btn, a#wt-cli-accept-btn {
    width: 48%;
	
}
}








a.insiderone-grid-slider-right-arrow.swiper-button-disabled,a.nav-next.swiper-button-disabled {
    filter: brightness(0.9);
}

	.homepage-case-study-body-item-content-start .number {
    text-transform: uppercase;
}

.insiderone-text-with-image-details a:hover svg path {
    stroke: #E92E2F;
    transition: none;
}

.insiderone-text-with-image-details a:hover {
    color: #E92E2F;
    transition: none;
}
.insiderone-partner-listing-container .insiderone-partner-listing-container-integration-link svg {
    width: 16px;
}


.insiderone-icon-cards-grid-item-title h3 {
    font-family: 'Figtree' !important;
    line-height: 40px !important;
}

a.insiderone-text-with-image-rows-item-cta-link:hover svg.btn-arrow path {
    stroke: #E92E2F;
}

a.insiderone-text-with-image-rows-item-cta-link:hover span {
    color: #E92E2F;
}

.insiderone-faq-container .insiderone-faq-title {
	opacity:1;
}

.insiderone-faq-container .insiderone-faq-item .insiderone-faq-question .insiderone-faq-question-icon {
    background-image: url(https://insiderone.com/assets/media/2025/10/down.svg);
}

@media screen and (min-width: 1440px) {
    .insiderone-hero-banner-container {
        background-position-y: bottom;
    }
}



@media screen and (min-width: 1024px) {
	
	.insiderone-hero-banner-container .insiderone-hero-banner-content .insiderone-hero-banner-content-right .insiderone-hero-banner-form {
		padding:20px !important
	}
	@media screen and (min-width: 768px) {
    .insiderone-hero-banner-container .insiderone-hero-banner-content {
        gap: 80px;
    }
}
    .insiderone-report-tabs-container .insiderone-report-tabs-nav .insiderone-report-tabs-nav-item {
        padding: 12px 0;
        line-height: 16px;
    }
}

.insiderone-locations-slider-slides .swiper-slide {
    /*margin-right: 24px !important;*/
}

.homepage-case-study {
    background: linear-gradient(180deg, #efebe4, #fafafa);
}


.insiderone-complex-reel-container-wrap .insiderone-complex-reel-container-widget-title-wrap h2 {
    font-family: 'Red Hat Display' !important;
}

.insiderone-text-with-image-container .insiderone-text-with-image-description p,.insiderone-text-with-image-text p {
	    font-family: "Figtree", sans-serif !important;

}


.insiderone-hero-banner-content-buttons a.inso-btn-transparent:hover {
    color: #F4482B;
}


.insiderone-simple-testimonial-inner-container a {
    transition: 0.4s;
}

.insiderone-simple-testimonial-inner-container a:hover {
    color: #F4482B;
    transition: 0.4s;
}

.insiderone-comparison-general-container.mobile-cloned {
    padding: 0;
    background: transparent;
}
.insiderone-report-card-cta-main-container a:hover svg path,.insiderone-rich-text-button-section a.inso-btn-transparent:hover svg path,.insiderone-locations-slider-item-content a:hover svg path,.insiderone-icon-cards-container .insiderone-icon-cards-button-group .inso-btn:not(.inso-btn-primary):hover svg path {
	stroke:#E92E2F;
}
.homepage-insider-one-ai-body-content-item a:hover {
    color: #E92E2F;
}
 
.insiderone-glossy-metrics_wrapper h2 {
    font-weight: 400 !important;
}

.insiderone-icon-cards-button-group a:last-child,.insiderone-complex-reel-container-wrap .btn svg path {
		transition:all .2s ease-in-out;

}

a.insiderone-partner-listing-container-integration-link:hover:after, .insiderone-icon-cards-grid a:hover:after,.insiderone-partner-listing-container .insiderone-partner-listing-container-integration-link:hover:after {
    content: "";
filter:brightness(0) saturate(100%) invert(38%) sepia(79%) saturate(2904%) hue-rotate(344deg) brightness(97%) contrast(98%);
}

@media screen and (max-width: 1024px) {
    .insiderone-text-with-image-container .insiderone-text-with-image-visual {
        max-height: fit-content !important;
    }
}

.insiderone-testimonials-slider-middle img[src=""] {
    display: none;
}


@media screen and (max-width: 1023px) {
	.homepage-insider-one-ai-slide-item-content-start h3 {
    color: #261A28 !important;
}
    .insiderone-text-with-image-rows-container .insiderone-text-with-image-rows-content .insiderone-text-with-image-rows-right .insiderone-text-with-image-rows-text-panel .insiderone-text-with-image-rows-item-image img {
        height: auto;
    }
	

.insiderone-text-over-image-container:after {
    z-index: 3 !important;
}



@media screen and (max-width:768px) {
	
		.homepage-case-study-body-item-content-start .number {
		        font-size: 56px !important;

}
	
	.homepage-case-study-body-item-content-end img {
    height: 96px !important;
}
	
	.insiderone-hero-banner-container:not(.insiderone-hero-banner-container.case) {
    padding: 144px 0 32px 0 !important;
}
	a.insiderone-report-tabs-nav-item {
    white-space: pre-line !important;
}
	.comparison-ratings .brand-mobile {
    width: 100px !important;
}
}		</style>
		
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                        <h1 class="post-title">Guía práctica para el comercio conversacional de WhatsApp</h1>


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                                <p>Con más de 2.000 millones de usuarios, WhatsApp es uno de los mejores canales de mensajería para que los marketers lleguen a su público objetivo.</p>
<p>Existen muchas <a href="https://insiderone.com/whatsapp-marketing-software/">herramientas de marketing para WhatsApp</a> que pueden ayudarte a aprovechar esta aplicación para enviar mensajes promocionales sencillos, recordatorios de carritos abandonados, avisos de eventos y mucho más. Sin embargo, WhatsApp ha dado recientemente un gran salto en este sentido al<strong> introducir el comercio conversacional.</strong></p>
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                                    <p class="author-info"><span class="authname"><a href="https://insiderone.com/es/author/christopher-baldwin/">Chris Baldwin</a></span><span class="hipen"> - </span>VP Marketing, Brand and Communications</p>
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                                        10 min                                    </p>
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                                                                <!--<p><span>Published</span> on </p>-->
                                <p><strong>Updated</strong> on 8 Ago 2025</p>

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                                        10 min                                    </p>


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                            <div class="table-of-contents-accordion"><ul><li class="parent-level-item"><a href="#comercio-conversacional-por-whatsapp-definicion-y-ventajas">Comercio conversacional por WhatsApp: Definición y ventajas</a><li class="parent-level-item"><a href="#2-ejemplos-de-empresas-que-utilizan-whatsapp-para-aumentar-el-engagement-las-conversiones-y-los-ingresos">2 Ejemplos de empresas que utilizan WhatsApp para aumentar el engagement, las conversiones y los ingresos</a><ul><li><a href="#ejemplo-1-marca-mundial-de-belleza-que-utiliza-whatsapp-para-aumentar-2-3-veces-los-ingresos-por-cliente">Ejemplo 1: Marca mundial de belleza que utiliza WhatsApp para aumentar 2,3 veces los ingresos por cliente</a></li><li><a href="#ejemplo-2-un-gran-retailer-de-moda-multiplica-por-3-75-su-tasa-de-conversion-a-traves-de-whatsapp">Ejemplo 2: Un gran retailer de moda multiplica por 3,75 su tasa de conversión a través de WhatsApp</a></li></ul></li><li class="parent-level-item"><a href="#como-configurar-y-utilizar-el-comercio-conversacional-en-whatsapp">Cómo configurar y utilizar el comercio conversacional en WhatsApp</a><li class="parent-level-item"><a href="#libera-el-poder-del-marketing-de-whatsapp-con-insider-one">Libera el poder del marketing de WhatsApp con Insider One</a><ul><li><a href="#agregacion-de-datos-y-perfiles-de-cliente-de-360-grados">Agregación de datos y perfiles de cliente de 360 grados</a></li><li><a href="#segmentacion-potenciada-por-ia">Segmentación Potenciada por IA</a></li><li><a href="#personalizacion-y-automatizacion-entre-canales">Personalización y automatización entre canales</a></li></ul></li><li class="parent-level-item"><a href="#faqs">FAQs</a></li></ul></div>                            <div class="social-links-container">
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<?xml encoding="utf-8" ?><html><body><p>Esta nueva capacidad permite a las empresas transformar la experiencia de compra en WhatsApp y <strong>ofrece a los clientes una nueva forma de descubrir, navegar y comprar productos</strong>, como se muestra en el v&iacute;deo siguiente.  </p>

<p>En esta gu&iacute;a, profundizaremos en el comercio conversacional de WhatsApp, incluyendo <strong>qu&eacute; es, sus ventajas y c&oacute;mo aprovecharlo</strong>. Tambi&eacute;n mostraremos dos ejemplos de empresas que utilizan WhatsApp para aumentar el compromiso de los clientes, las conversiones y los ingresos. </p>

<p><em>Insider-a </em><em>Meta</em><em>-proveedor verificado de soluciones empresariales- puede ayudarte a aprovechar al m&aacute;ximo las capacidades de marketing de WhatsApp. Nuestra plataforma tambi&eacute;n re&uacute;ne las m&aacute;s amplias capacidades de personalizaci&oacute;n para otros canales como el email,   </em><em>SMS</em><em>, </em><em>Facebook Messenger</em><em>web push, in situ, etc. </em> </p>

<p><strong><em>Para obtener m&aacute;s informaci&oacute;n, </em></strong><a href="https://insiderone.com/es/"><strong><em>visita nuestro sitio web</em></strong></a><strong><em>o </em></strong><a href="https://insiderone.com/es/request-a-demo/"><strong><em>programa una demostraci&oacute;n con nuestro equipo</em></strong></a><strong><em>. </em></strong></p>

<p><strong>Echa un vistazo a nuestras exclusivas</strong> <a href="https://insiderone.com/product-demo-hub/?filters=CHANNEL%3DWhatsApp" target="_blank" rel="noreferrer noopener"><strong>recorridos de productos por Whatsapp</strong></a></p>

<h2 class="wp-block-heading" id="comercio-conversacional-por-whatsapp-definicion-y-ventajas">Comercio conversacional por WhatsApp: Definici&oacute;n y ventajas</h2>

<p><strong>WhatsApp </strong><strong>comercio conversacional</strong><strong> es el proceso de dise&ntilde;ar </strong><strong>de extremo a extremo</strong><strong> que permiten a los clientes descubrir, explorar y comprar productos sin salir de WhatsApp.</strong></p>

<p>Para entender bien esta nueva capacidad, tenemos que empezar por hablar de c&oacute;mo funcionan las funciones de marketing habituales de WhatsApp.</p>

<p>Desde el lanzamiento de la <a href="https://insiderone.com/the-ultimate-guide-to-whatsapp-business-api/" target="_blank" rel="noreferrer noopener">API de WhatsApp Business</a>, las marcas han estado utilizando WhatsApp para enviar diferentes tipos de mensajes promocionales, como:</p>

<ul class="wp-block-list">
<li><strong> Alertas de bajada de precios. </strong>Son una forma estupenda de impulsar las compras r&aacute;pidas, sobre todo si puedes mostrar recomendaciones de productos relevantes a los usuarios con una gran afinidad por los descuentos.</li>
</ul>
<div class="wp-block-image">
<figure class="aligncenter size-full"><img fetchpriority="high" decoding="async" width="552" height="761" src="https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-22.png" alt="Insider One WhatsApp price drop alert" class="wp-image-399263" srcset="https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-22.png 552w, https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-22-218x300.png 218w" sizes="(max-width: 552px) 100vw, 552px" /></figure></div>
<ul class="wp-block-list">
<li><strong>Indicaciones para recuperar el carro.  </strong>Estos avisos ayudan a las marcas a recuperar ingresos dirigi&eacute;ndose a los usuarios que a&ntilde;adieron un art&iacute;culo a su cesta de la compra pero no completaron la compra.  </li>
</ul>
<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="522" height="773" src="https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-6.png" alt="Mensaje de recuperaci&oacute;n del carrito de WhatsApp" class="wp-image-399069" srcset="https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-6.png 522w, https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-6-203x300.png 203w" sizes="(max-width: 522px) 100vw, 522px" /></figure></div>
<ul class="wp-block-list">
<li><strong>Recordatorios de citas.  </strong>Ayudan a las empresas a deleitar a sus clientes asegur&aacute;ndose de que no se pierden acontecimientos importantes, como pr&oacute;ximos vuelos, demostraciones de productos, etc.</li>
</ul>
<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="626" height="699" src="https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-8-1.png" alt="Insider One WhatsApp event reminders" class="wp-image-399102" srcset="https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-8-1.png 626w, https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-8-1-269x300.png 269w" sizes="(max-width: 626px) 100vw, 626px" /></figure></div>
<p>A pesar de su utilidad, estas capacidades iniciales de WhatsApp eran algo limitadas, porque los clientes siempre ten&iacute;an que ser redirigidos a un sitio o aplicaci&oacute;n para finalizar su compra, solicitar una demo o completar otra actividad transaccional.</p>

<p>El comercio conversacional cambia eso al permitir que los clientes <strong>descubran productos, los a&ntilde;adan a sus carritos y los comprueben, todo dentro de WhatsApp</strong>.Por ejemplo, supongamos que env&iacute;as a tus clientes un mensaje promocional sobre productos reci&eacute;n llegados o con descuento en tu tienda de ecommerce. Con una plataforma de comercio conversacional (como nuestra <a href="https://insiderone.com/es/whatsapp-commerce/" target="_blank" rel="noreferrer noopener">WhatsApp Commerce</a>), puedes hacer que los clientes exploren y compren los productos de tu tienda directamente desde WhatsApp. </p>
<div class="wp-block-image">
<figure class="aligncenter size-large"><img loading="lazy" decoding="async" width="1024" height="596" src="https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-9-1024x596.png" alt="Insider One Whatsapp conversational commerce mens shoes" class="wp-image-399113" srcset="https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-9-1024x596.png 1024w, https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-9-300x175.png 300w, https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-9-768x447.png 768w, https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-9.png 1303w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>
<p>O digamos que utilizas WhatsApp para enviar avisos de recuperaci&oacute;n del carrito. En lugar de intentar que los usuarios vuelvan a tu sitio web para finalizar su compra, WhatsApp Commerce les permite hacerlo directamente en la app. </p>

<p>Estas experiencias de compra de principio a fin tienen <strong>cuatro ventajas clave</strong> sobre <a href="https://insiderone.com/es/whatsapp-marketing/" target="_blank" rel="noreferrer noopener">el marketing tradicional por WhatsApp</a>:</p>

<ol class="wp-block-list">
<li><strong>Reducci&oacute;n de la fricci&oacute;n.  </strong>El comercio conversacional elimina el mayor punto de abandono en la experiencia del cliente de WhatsApp: tener que ir a una aplicaci&oacute;n o sitio web externo. Como en todos los dem&aacute;s viajes, cuanto menor sea la fricci&oacute;n, mayores ser&aacute;n las tasas de conversi&oacute;n. </li>



<li><strong>Descubrir productos m&aacute;s f&aacute;cilmente.  </strong>El comercio conversacional permite a los usuarios acceder a tu cat&aacute;logo de productos directamente en WhatsApp. Esto simplifica dr&aacute;sticamente el descubrimiento de productos ya que, de nuevo, los clientes no tienen que ir a un sitio o aplicaci&oacute;n externos. </li>



<li><strong>Novedad. </strong>Las t&aacute;cticas de marketing tienden a producir peores resultados con el tiempo, a medida que m&aacute;s y m&aacute;s empresas empiezan a utilizarlas. El comercio conversacional de WhatsApp tiene aqu&iacute; una gran ventaja, ya que todav&iacute;a es muy nuevo, no lo utilizan muchas empresas y es interesante para los clientes que prefieren el m&oacute;vil. </li>



<li><strong>R&aacute;pida pre y </strong><strong>despu&eacute;s de la compra</strong><strong> </strong><strong>atenci&oacute;n al cliente</strong><strong>. </strong>Los compradores suelen tener varias preguntas durante sus viajes, como «&iquest;Cu&aacute;l es su pol&iacute;tica de reembolso?», «&iquest;C&oacute;mo puedo ponerme en contacto con su equipo?», «&iquest;Puedo cambiar esto por otro art&iacute;culo?», etc. Con el comercio conversacional, puedes configurar respuestas r&aacute;pidas para las preguntas m&aacute;s frecuentes (FAQ) o redirigir a los usuarios a agentes en directo para cuestiones m&aacute;s complejas. Esto supone una gran mejora respecto a pedir a los usuarios que se pongan en contacto contigo por email o tel&eacute;fono, que era la norma inicial con WhatsApp.  </li>
</ol>

<h2 class="wp-block-heading" id="2-ejemplos-de-empresas-que-utilizan-whatsapp-para-aumentar-el-engagement-las-conversiones-y-los-ingresos">2 Ejemplos de empresas que utilizan WhatsApp para aumentar el engagement, las conversiones y los ingresos</h2>

<p>En esta secci&oacute;n, veremos dos ejemplos reales de las capacidades de marketing de WhatsApp.  </p>

<p>Ten en cuenta que las dos marcas siguientes utilizaron <a href="https://insiderone.com/channels/whatsapp/" target="_blank" rel="noreferrer noopener">el paquete completo de marketing de WhatsApp de Insider One</a>, que incluye mensajes promocionales personalizados, alertas de bajada de precios, recordatorios y comercio conversacional.</p>

<h3 class="wp-block-heading" id="ejemplo-1-marca-mundial-de-belleza-que-utiliza-whatsapp-para-aumentar-2-3-veces-los-ingresos-por-cliente">Ejemplo 1: Marca mundial de belleza que utiliza WhatsApp para aumentar 2,3 veces los ingresos por cliente</h3>

<p>Uno de nuestros clientes, una marca mundial de belleza con sede en Par&iacute;s, se dio cuenta de que estaba perdiendo ingresos por dejar pasar oportunidades clave de engagement en el recorrido del cliente.  </p>

<p>Al analizar los datos de sus clientes, descubrieron que WhatsApp ser&iacute;a un gran canal para llegar a los compradores actuales y potenciales. Y tras una llamada inicial con nuestro equipo, decidieron darle una oportunidad a WhatsApp. </p>

<p>En primer lugar, utilizaron las plantillas de opt-in preconstruidas de Insider One y <strong>multiplicaron por 7 su base de suscriptores de WhatsApp casi de inmediato</strong>.</p>

<p>Con eso, estaban listos para dise&ntilde;ar sus nuevos recorridos de compra y campa&ntilde;as conversacionales basadas en WhatsApp.</p>

<p>&Eacute;stas son algunas de las sugerencias que utilizaron para iniciar conversaciones con su p&uacute;blico objetivo:</p>

<ul class="wp-block-list">
<li><strong>Alertas de bajada de precios en tiempo real. </strong>Utilizando nuestra plantilla de bajada de precios y <a href="https://insiderone.com/es/customer-data-management/segmentation/" target="_blank" rel="noreferrer noopener">nuestras capacidades de segmentaci&oacute;n</a>, la marca envi&oacute; alertas muy personalizadas. Se dirigieron a clientes VIP que ten&iacute;an una gran afinidad con los descuentos, lo que produjo un aumento del 67% en las tasas de conversi&oacute;n. </li>
</ul>
<div class="wp-block-image">
<figure class="aligncenter size-large"><img loading="lazy" decoding="async" width="1024" height="906" src="https://insiderone.com/assets/media/2023/05/whatsapp-conversational-commerce-1-1024x906.png" alt="Insider One WhatsApp price drop alert" class="wp-image-419381" srcset="https://insiderone.com/assets/media/2023/05/whatsapp-conversational-commerce-1-1024x906.png 1024w, https://insiderone.com/assets/media/2023/05/whatsapp-conversational-commerce-1-300x265.png 300w, https://insiderone.com/assets/media/2023/05/whatsapp-conversational-commerce-1-768x679.png 768w, https://insiderone.com/assets/media/2023/05/whatsapp-conversational-commerce-1.png 1293w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>
<ul class="wp-block-list">
<li><strong>Recordatorios de reposici&oacute;n.  </strong>Gracias a una de nuestras plantillas de comercio conversacional, la marca cre&oacute; un mensaje recordatorio de reabastecimiento para los clientes que hab&iacute;an gastado m&aacute;s de 150 $ en los &uacute;ltimos 45 d&iacute;as. Esta campa&ntilde;a aument&oacute; las tasas de recompra en un 30%. </li>
</ul>
<div class="wp-block-image">
<figure class="aligncenter size-full"><img loading="lazy" decoding="async" width="1000" height="1000" src="https://insiderone.com/assets/media/2023/05/whatsapp-conversational-commerce-2.png" alt="Insider One WhatsApp replenishment campaign" class="wp-image-419382" srcset="https://insiderone.com/assets/media/2023/05/whatsapp-conversational-commerce-2.png 1000w, https://insiderone.com/assets/media/2023/05/whatsapp-conversational-commerce-2-300x300.png 300w, https://insiderone.com/assets/media/2023/05/whatsapp-conversational-commerce-2-150x150.png 150w, https://insiderone.com/assets/media/2023/05/whatsapp-conversational-commerce-2-768x768.png 768w" sizes="(max-width: 1000px) 100vw, 1000px" /></figure></div>
<ul class="wp-block-list">
<li><strong>Mensajes de reserva.  </strong>Perder clientes por falta de disponibilidad de art&iacute;culos era uno de los mayores problemas de la marca. Por eso configuraron <a href="https://insiderone.com/es/ebook/architect-product-guide/meet-architect/" target="_blank" rel="noreferrer noopener">Architect -nuestro</a>creador de viajes de arrastrar y soltar- para enviar autom&aacute;ticamente a sus clientes atractivas alertas de reposici&oacute;n de existencias. El resultado fue un aumento del 45% en los ingresos recuperados.  </li>
</ul>
<div class="wp-block-image">
<figure class="aligncenter size-full"><img loading="lazy" decoding="async" width="1000" height="1000" src="https://insiderone.com/assets/media/2023/05/whatsapp-conversational-commerce-3.png" alt="Insider One WhatsApp back in stock alert" class="wp-image-419385" srcset="https://insiderone.com/assets/media/2023/05/whatsapp-conversational-commerce-3.png 1000w, https://insiderone.com/assets/media/2023/05/whatsapp-conversational-commerce-3-300x300.png 300w, https://insiderone.com/assets/media/2023/05/whatsapp-conversational-commerce-3-150x150.png 150w, https://insiderone.com/assets/media/2023/05/whatsapp-conversational-commerce-3-768x768.png 768w" sizes="(max-width: 1000px) 100vw, 1000px" /></figure></div>
<p>En general, esta combinaci&oacute;n de mensajes promocionales, recordatorios y t&aacute;cticas de comercio conversacional ayud&oacute; a la marca a conseguir <strong>un aumento de 2,3 veces en los ingresos por cliente.</strong></p>

<p>Para m&aacute;s detalles sobre la estrategia de marketing de WhatsApp de esta empresa, consulta <a href="https://insiderone.com/case-studies/whatsapp/" target="_blank" rel="noreferrer noopener">el estudio de caso completo</a>.</p>

<h3 class="wp-block-heading" id="ejemplo-2-un-gran-retailer-de-moda-multiplica-por-3-75-su-tasa-de-conversion-a-traves-de-whatsapp">Ejemplo 2: Un gran retailer de moda multiplica por 3,75 su tasa de conversi&oacute;n a trav&eacute;s de WhatsApp</h3>

<p>Otro de nuestros clientes -una gran marca de Retailer en Europa- se dio cuenta de que el engagement, las conversiones y los ingresos de sus canales tradicionales se estaban estancando.</p>

<p>Los SMS, el email y la web push ya no eran suficientes para ayudar a la marca a alcanzar sus objetivos de valor de vida del cliente (CLTV) y rentabilidad. Por eso decidieron probar WhatsApp como nuevo punto de contacto de marketing. </p>

<p>En primer lugar, utilizaron nuestras plantillas opt-in para <strong>hacer crecer su base de suscriptores de forma r&aacute;pida y conforme a las normas</strong>.  </p>

<p>Recogieron miles de registros en cuesti&oacute;n de d&iacute;as utilizando una estrategia multicanal que inclu&iacute;a su sitio web, notificaciones push e incluso c&oacute;digos QR escaneables en los recibos f&iacute;sicos.</p>
<div class="wp-block-image">
<figure class="aligncenter size-full"><img loading="lazy" decoding="async" width="553" height="958" src="https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-3.png" alt="Insider One WhatsApp opt-in pop-up mobile app" class="wp-image-399028" srcset="https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-3.png 553w, https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-3-173x300.png 173w" sizes="(max-width: 553px) 100vw, 553px" /></figure></div>
<p>A continuaci&oacute;n, utilizaron nuestras plantillas de WhatsApp para empezar a enviar todo tipo de mensajes personalizados como parte de sus nuevas campa&ntilde;as conversacionales, entre otras cosas:</p>

<ul class="wp-block-list">
<li>Actualizaciones de pedidos.</li>



<li>Recordatorios de eventos.</li>



<li>Indicaciones para recuperar el coche.</li>



<li>Notificaciones de servicio, y mucho m&aacute;s.</li>
</ul>
<div class="wp-block-image">
<figure class="aligncenter size-full"><img loading="lazy" decoding="async" width="623" height="1003" src="https://insiderone.com/assets/media/2023/05/whatsapp-conversational-commerce-4.png" alt="Automatizaciones internas de WhatsApp" class="wp-image-419386" srcset="https://insiderone.com/assets/media/2023/05/whatsapp-conversational-commerce-4.png 623w, https://insiderone.com/assets/media/2023/05/whatsapp-conversational-commerce-4-186x300.png 186w" sizes="(max-width: 623px) 100vw, 623px" /></figure></div>
<p>Sus nuevas campa&ntilde;as conversacionales de WhatsApp lo han conseguido:</p>

<ul class="wp-block-list">
<li>Una tasa de apertura del 97%.</li>



<li>Un porcentaje de clics del 29,9%.</li>



<li>Un ROI 35 veces superior al de sus campa&ntilde;as de email est&aacute;ndar en s&oacute;lo 60 d&iacute;as de uso de Insider.</li>
</ul>

<p>Esto es lo que dijo el Director de Fidelizaci&oacute;n de Clientes de la marca sobre esta experiencia:</p>

<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
<p><em>«No sab&iacute;amos muy bien por d&oacute;nde empezar a la hora de utilizar WhatsApp como canal complementario. Insider One fue capaz de desmitificar todo el proceso. El despliegue fue fant&aacute;stico. Dudaba de las afirmaciones sobre plazos cortos y falta de recursos internos, pero en 6 d&iacute;as est&aacute;bamos en marcha, en lugar de 6 meses. La puesta en marcha fue en gran parte gracias a la aprobaci&oacute;n previa de Insider One.      </em><em>plantillas</em><em>-que se presentaron en nuestro nombre para reducir los esfuerzos de mi propio equipo. Los resultados iniciales fueron fenomenales. WhatsApp ya ha supuesto un aumento significativo de nuestra tasa de conversi&oacute;n, del valor de vida del cliente y, sobre todo, de los ingresos. Estamos encantados de aprovechar ahora las capacidades de WhatsApp de Insider One de una forma m&aacute;s sofisticada, como parte de nuestra estrategia de recopilaci&oacute;n de datos de parte cero. Ya estamos explorando      </em><em>comercio conversacional</em><em> mediante mensajes conversacionales en dos pasos </em><em>mensajes</em><em> que se adaptan en funci&oacute;n de las respuestas del usuario».</em></p>



<p>Para profundizar en el enfoque de marketing de WhatsApp de la marca, consulta <a href="/?p=399679" target="_blank" rel="noreferrer noopener">el estudio de caso completo</a>.</p>
</blockquote>

<h2 class="wp-block-heading" id="como-configurar-y-utilizar-el-comercio-conversacional-en-whatsapp">C&oacute;mo configurar y utilizar el comercio conversacional en WhatsApp</h2>

<p>Aunque potente, el comercio conversacional de WhatsApp puede llevarte un tiempo configurarlo. Hay un mont&oacute;n de acciones que tienes que realizar, que pueden organizarse a grandes rasgos en tres pasos: </p>

<ol class="wp-block-list">
<li><strong>Crear un </strong><strong> perfil de</strong><strong>WhatsApp Business API</strong>. Puedes configurar t&uacute; mismo la API de WhatsApp, aunque el proceso es dif&iacute;cil y requiere mucho tiempo. Alternativamente, puedes evitarlo asoci&aacute;ndote con un Proveedor de Soluciones Empresariales (BSP) como Insider One. Los BSP son empresas cuya experiencia en WhatsApp ha sido verificada por Meta, lo que les permite hacer muchas cosas en tu nombre, como crear tu perfil e instalarte en la plataforma WhatsApp Business.   </li>



<li><strong>Construyendo </strong><strong>mensaje</strong><strong> </strong><strong>plantillas</strong><strong> y conseguir que las aprueben. </strong>Para llevar a cabo cualquier campa&ntilde;a de marketing por WhatsApp, necesitas que el equipo de Meta apruebe las plantillas de tus mensajes. Los PSB tambi&eacute;n pueden ayudarte con esto. Por ejemplo, Insider One tiene montones de plantillas de WhatsApp prefabricadas para casos de uso como encuestas a clientes, abandono de carritos, etc. Nuestra plataforma tambi&eacute;n te ayuda a crear nuevas plantillas, gestionarlas y solicitar su aprobaci&oacute;n, sin tener que utilizar la API de Meta u otra herramienta de terceros.   </li>



<li><strong>Dise&ntilde;ar flujos conversacionales.  </strong>Los flujos conversacionales son las secuencias de pasos por los que pasan los clientes en WhatsApp: desde hacer clic en «Comprar ahora», hasta moverse entre categor&iacute;as, a&ntilde;adir productos a sus carritos, etc. Es crucial dise&ntilde;ar estos flujos de forma l&oacute;gica y tener una copia de seguridad en caso de que los clientes hagan preguntas (es decir, establecer automatizaciones de chatbot de WhatsApp o tener agentes de soporte en vivo en espera). Esto puede ser un proceso complicado, por lo que en Insider One tenemos dise&ntilde;adores conversacionales dedicados que pueden construir estos flujos para ti bas&aacute;ndose en tus productos espec&iacute;ficos, objetivos y expectativas de los clientes.  </li>
</ol>

<h2 class="wp-block-heading" id="libera-el-poder-del-marketing-de-whatsapp-con-insider-one">Libera el poder del marketing de WhatsApp con Insider One</h2>

<p>Insider One puede ayudarte a aprovechar todo el potencial de marketing de WhatsApp para aumentar la satisfacci&oacute;n del cliente, las conversiones y los ingresos. Como BSP metaverificado, podemos: </p>

<ul class="wp-block-list">
<li>Crea tu cuenta de WhatsApp Business y configura la API de WhatsApp para ti.</li>



<li>Ayudarte a crear plantillas, gestionarlas en nuestra plataforma y conseguir que las apruebe el equipo de Meta.</li>



<li>Aprovecha todas las funciones de marketing de WhatsApp: desde mensajes promocionales personalizados hasta alertas de bajada de precios, recordatorios de eventos y comercio conversacional.</li>
</ul>

<p>Sin embargo, Insider One no es s&oacute;lo una soluci&oacute;n de marketing de WhatsApp. Es una <a href="https://insiderone.com/es/enterprise-marketing-platforms/" target="_blank" rel="noreferrer noopener">plataforma de marketing empresarial</a> para crear experiencias individualizadas y multicanal en <strong>todos los puntos de contacto que los clientes tienen con tu marca: desde</strong>tu sitio web y aplicaci&oacute;n m&oacute;vil hasta canales como WhatsApp, SMS, email, web push, etc. </p>

<p>He aqu&iacute; un r&aacute;pido resumen de las principales capacidades de nuestra plataforma.</p>

<h3 class="wp-block-heading" id="agregacion-de-datos-y-perfiles-de-cliente-de-360-grados">Agregaci&oacute;n de datos y perfiles de cliente de 360 grados</h3>

<p><a href="https://insiderone.com/cdp-use-cases-explorer/" target="_blank" rel="noreferrer noopener">La Plataforma de Datos de Clientes Accionables (CDP</a> ) de Insider One puede agregar los datos de tus clientes -de sitios web, aplicaciones m&oacute;viles, herramientas de an&aacute;lisis, CRM y cualquier otra fuente online u offline- en una base de datos central.</p>

<p>Esto te ayuda a<strong> superar los silos de datos y a obtener una visi&oacute;n clara de todo el recorrido del cliente</strong> con <a href="https://insiderone.com/360-degree-customer-view/" target="_blank" rel="noreferrer noopener">perfiles de cliente detallados de 360 grados</a>, como el que se muestra a continuaci&oacute;n.</p>
<div class="wp-block-image">
<figure class="aligncenter size-large is-resized"><img loading="lazy" decoding="async" width="848" height="1024" src="https://insiderone.com/assets/media/2021/04/get-a-complete-view-of-each-customer-848x1024.png" alt="Insider One Unified Customer Profile" class="wp-image-16451" style="width:842px;height:1016px" srcset="https://insiderone.com/assets/media/2021/04/get-a-complete-view-of-each-customer-848x1024.png 848w, https://insiderone.com/assets/media/2021/04/get-a-complete-view-of-each-customer-248x300.png 248w, https://insiderone.com/assets/media/2021/04/get-a-complete-view-of-each-customer-768x927.png 768w, https://insiderone.com/assets/media/2021/04/get-a-complete-view-of-each-customer.png 978w" sizes="(max-width: 848px) 100vw, 848px" /></figure></div>
<p>Estos datos unificados son la base para crear experiencias personalizadas basadas en los comportamientos, intereses y puntos de contacto preferidos de cada cliente.</p>

<p><strong><em>M&aacute;s informaci&oacute;n:</em></strong><em> </em><a href="https://insiderone.com/es/best-customer-data-platform/" target="_blank" rel="noreferrer noopener"><em>7 mejores plataformas de datos de clientes (CDP) en 2023</em></a><em>.</em></p>

<h3 class="wp-block-heading" id="segmentacion-potenciada-por-ia">Segmentaci&oacute;n Potenciada por IA</h3>

<p>La potente segmentaci&oacute;n de Insider One te permite encontrar el p&uacute;blico objetivo adecuado para tus esfuerzos de marketing.</p>

<p>Nuestros algoritmos basados en IA crean varias audiencias predictivas en funci&oacute;n de los usuarios:</p>

<ul class="wp-block-list">
<li>Probabilidad de compra.</li>



<li>Probabilidad de abandono.</li>



<li>Afinidad por descuentos.</li>



<li>LTV potencial, y mucho m&aacute;s.</li>
</ul>
<div class="wp-block-image">
<figure class="aligncenter size-large"><img loading="lazy" decoding="async" width="1024" height="698" src="https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-4-1024x698.png" alt="Insider One predictive segments" class="wp-image-399046" srcset="https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-4-1024x698.png 1024w, https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-4-300x204.png 300w, https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-4-768x523.png 768w, https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-4.png 1275w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>
<p>Puedes combinar estos p&uacute;blicos predictivos con los p&uacute;blicos est&aacute;ndar basados en comportamientos in situ o dentro de la aplicaci&oacute;n, participaci&oacute;n en el canal, historial de compras y otros p&uacute;blicos que se muestran a continuaci&oacute;n.</p>
<div class="wp-block-image">
<figure class="aligncenter size-large"><img loading="lazy" decoding="async" width="1024" height="699" src="https://insiderone.com/assets/media/2023/03/best-customer-data-platform-5-1024x699.png" alt="Insider One standard segments" class="wp-image-399421" srcset="https://insiderone.com/assets/media/2023/03/best-customer-data-platform-5-1024x699.png 1024w, https://insiderone.com/assets/media/2023/03/best-customer-data-platform-5-300x205.png 300w, https://insiderone.com/assets/media/2023/03/best-customer-data-platform-5-768x524.png 768w, https://insiderone.com/assets/media/2023/03/best-customer-data-platform-5.png 1275w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>
<p>Por &uacute;ltimo, Insider One tambi&eacute;n crea muchos p&uacute;blicos predefinidos &uacute;tiles que son un gran punto de partida para construir tus segmentos. Por ejemplo, estos p&uacute;blicos predefinidos incluyen usuarios que:   </p>

<ul class="wp-block-list">
<li>Abandonaron sus carritos de compra.</li>



<li>Abandonaron una p&aacute;gina de producto.</li>



<li>Has realizado una compra satisfactoria.</li>



<li>Interactu&oacute; con tu marca en un canal como WhatsApp, email o SMS.</li>



<li>Y m&aacute;s.</li>
</ul>
<div class="wp-block-image">
<figure class="aligncenter size-large"><img loading="lazy" decoding="async" width="1024" height="501" src="https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-5-1024x501.png" alt="Creaci&oacute;n manual de segmentos" class="wp-image-399057" srcset="https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-5-1024x501.png 1024w, https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-5-300x147.png 300w, https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-5-768x376.png 768w, https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-5.png 1999w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>
<p>Estas vers&aacute;tiles capacidades de segmentaci&oacute;n hacen que sea superf&aacute;cil acotar y dirigir tus campa&ntilde;as de marketing al p&uacute;blico adecuado.</p>

<h3 class="wp-block-heading" id="personalizacion-y-automatizacion-entre-canales">Personalizaci&oacute;n y automatizaci&oacute;n entre canales</h3>

<p>Hemos creado Insider One para ayudar a las marcas a utilizar sus datos para crear <a href="https://insiderone.com/es/personalized-customer-experience/" target="_blank" rel="noreferrer noopener">experiencias personalizadas</a> y automatizar campa&ntilde;as de marketing en todos los puntos de contacto, incluidos sus sitios web, aplicaciones m&oacute;viles, WhatsApp, notificaciones push, email, SMS y Facebook Messenger.  </p>

<p>Gracias a este amplio soporte de canales y a las amplias capacidades de personalizaci&oacute;n, Insider One puede ayudarte:</p>

<ul class="wp-block-list">
<li>Construye y automatiza campa&ntilde;as de marketing de alto rendimiento.</li>



<li>Consolida tu pila de marketing.</li>



<li>Simplifica tu flujo de trabajo.</li>
</ul>

<p>Por ejemplo, nuestra herramienta de orquestaci&oacute;n de viajes (llamada <a href="https://insiderone.com/meet-architect/">Architect</a>) te permite crear y automatizar campa&ntilde;as de marketing multicanal mediante un sencillo editor de arrastrar y soltar. Tambi&eacute;n utiliza IA para ayudarte a encontrar los canales adecuados, enviar mensajes en el momento oportuno y mucho m&aacute;s. </p>
<div class="wp-block-image">
<figure class="aligncenter size-large"><img loading="lazy" decoding="async" width="1024" height="631" src="https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-13-1024x631.png" alt="Insider One journey builder next best channel selection" class="wp-image-399156" srcset="https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-13-1024x631.png 1024w, https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-13-300x185.png 300w, https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-13-768x473.png 768w, https://insiderone.com/assets/media/2023/03/whatsapp-marketing-software-13.png 1275w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>
<p>Nuestro potente <a href="https://insiderone.com/es/individualize/" target="_blank" rel="noreferrer noopener">software de personalizaci&oacute;n</a> tambi&eacute;n te permite <strong>ofrecer contenidos, mensajes y recomendaciones de productos a medida en cada punto de contacto</strong>.  </p>

<p>Por ejemplo, digamos que tienes un segmento de clientes potenciales que tienen una gran afinidad con los descuentos y un inter&eacute;s en una categor&iacute;a de productos espec&iacute;fica de tu sitio web. Puedes utilizar Insider One para:</p>

<ul class="wp-block-list">
<li>Haz una campa&ntilde;a de WhatsApp con c&oacute;digos de descuento para productos de esa categor&iacute;a.</li>



<li>Prueba otro canal (como SMS o email) para los usuarios que no se comprometan contigo a trav&eacute;s de WhatsApp.</li>



<li>Personaliza cada elemento de tu sitio web -incluidos banners, categor&iacute;as y ventanas emergentes- seg&uacute;n los comportamientos e intereses de este segmento.</li>
</ul>

<p>En resumen, Insider One te garantiza que est&aacute;s sacando el m&aacute;ximo partido a tus esfuerzos y presupuesto de marketing, enviando los mensajes adecuados al p&uacute;blico adecuado en el momento adecuado.</p>

<p><strong><em>Para ver Insider One en acci&oacute;n y saber c&oacute;mo puede ayudarte a alcanzar tus objetivos empresariales, </em></strong><a href="https://insiderone.com/es/request-a-demo/" target="_blank" rel="noreferrer noopener"><strong><em>solicita una demo con nuestro equipo</em></strong></a><strong><em>. </em></strong> </p>

<h2 class="wp-block-heading" id="faqs">FAQs</h2>

<div class="schema-faq wp-block-yoast-faq-block"><div class="schema-faq-section" id="faq-question-1694592107270"><strong class="schema-faq-question">&iquest;Qu&eacute; es el comercio conversacional de WhatsApp?</strong> <p class="schema-faq-answer">El comercio conversacional de WhatsApp es una estrategia empresarial que aprovecha la plataforma de mensajer&iacute;a de WhatsApp para relacionarse con los clientes, responder consultas, proporcionar asistencia y facilitar transacciones mediante conversaciones naturales basadas en texto.</p> </div> <div class="schema-faq-section" id="faq-question-1694592128263"><strong class="schema-faq-question">&iquest;Por qu&eacute; es importante el comercio conversacional de WhatsApp?</strong> <p class="schema-faq-answer">Permite a las empresas ofrecer interacciones personalizadas en tiempo real, agilizar la atenci&oacute;n al cliente e impulsar las ventas dentro de una aplicaci&oacute;n de mensajer&iacute;a muy utilizada.</p> </div> <div class="schema-faq-section" id="faq-question-1694592145173"><strong class="schema-faq-question">&iquest;Es seguro el comercio conversacional de WhatsApp?</strong> <p class="schema-faq-answer">WhatsApp ofrece cifrado de extremo a extremo para los mensajes, lo que garantiza la seguridad y privacidad de las interacciones con los clientes.</p> </div> </div>
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                                <a href="https://insiderone.com/es/author/christopher-baldwin/">
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                                                    <p class="author-bio">Chris is an award-winning marketing leader with more than 12 years experience in the marketing and customer experience space. As VP of Marketing, Brand and Communications, Chris is responsible for Insider One&#039;s brand strategy, and overseeing the global marketing team. Fun fact: Chris recently attended a clay-making workshop to make his own coffee cup…let&#039;s just say that he shouldn&#039;t give up the day job just yet.</p>
                        
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