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The weeks leading up to Black Friday and the holiday season are a turning point for many e-commerce businesses: the rush of orders, the pressure to deliver on time, and the challenge of keeping customers informed and engaged. In this critical period, how you communicate can make the difference between delighting customers and leaving them worried or frustrated.
That’s why we’re excited to introduce a new feature in Trengo: E-commerce Triggers for sending proactive WhatsApp messages. Rather than waiting for customers to reach out, you can now reach them — at exactly the right moments — via a channel they actually use and open.
Below, we’ll walk through what this feature enables, how it fits into a smarter post-purchase strategy, and how it can help you raise your standards of service this holiday season.
What are the new WhatsApp E-commerce Triggers?
Once your Trengo account is integrated with your e-commerce platform (Shopify, WooCommerce, Magento or BigCommerce), the following triggers become available:
- Order Paid
- Order Shipped
- Order Refunded
- Order Delivered
When any of these events occurs, you can automatically send a WhatsApp message to the customer — for example, confirming payment, updating them on delivery, or notifying them of refunds.
These messages are proactive — you initiate them, rather than waiting for the customer to reach out. That shift in control lets you keep the conversation flowing, reduce “Where is my package?” queries, and open doors to follow-ups like feedback requests or special offers.
Why WhatsApp, and why now?
1. Outstanding open rates
WhatsApp messages enjoy extremely high open rates (over 95 %) — far higher than many email campaigns. That means your updates are much more likely to be seen.
2. Real-time, convenient updates
Unlike email or slow legacy systems, WhatsApp offers immediacy. When an order ships or is delivered, customers can be informed right away, reducing their uncertainty and inbound “status check” messages.
3. Better customer experience during peak season
During Black Friday and the winter holidays, customers expect speed and clarity. Automated WhatsApp messages ensure no order event slips through the cracks. Having an instant confirmation or delivery alert can be the difference between a customer feeling confident — or calling support in a panic.
4. Smart onward journeys
If a customer responds to a WhatsApp message (for instance, saying “thanks” or “I have a problem”), that can trigger a new journey in Trengo. For example:
- If feedback is positive, request a review (e.g. via Trustpilot)
- If feedback indicates concern, direct them into your support flow
How this supports your holiday strategy
During peak shopping season, a few common challenges appear again and again:
- Overwhelmed support queues: When customers already receive clear updates about payments, shipments and deliveries, they don’t need to write in with “where is my order?” queries. That frees up your support team for real issues.
- Lost engagement after checkout: Many businesses stop talking to customers once payment is taken. By sending timely WhatsApp follow-ups, you stay connected at the very moment when customers are most attentive.
- Higher expectations from shoppers: Customers want fast, accurate information. Real-time WhatsApp notifications feel immediate and reassuring, helping you meet or even exceed those expectations.
- Fragmented communication channels: Instead of juggling emails, SMS and ad-hoc updates, WhatsApp becomes a single, consistent place for essential order messages.
By rolling out these triggers before your busiest season, you set a foundation: every order becomes an opportunity to surprise and reassure, not just transact.
Best practices & tips
To get the most out of this capability, consider the following:
- Keep messages clear, useful, and concise. Don’t overload: e.g. “Your order has shipped. Here’s your tracking link: …” is sufficient.
- Include interactive elements or CTAs where relevant. At “delivered,” you might include a short suggestion: “We’d love your feedback — reply with ‘Review’ to get started.”
- Bridge AI into conversations. Use a positive reply to prompt a review journey; use a negative or neutral reply to hand off to support agents.
- Don’t overcommunicate. Reserve triggers for meaningful events. Too many messages risk fatigue.
- Ensure regulatory compliance. Especially with WhatsApp, check that opt-in and message policies are adhered to in each market.
A new benchmark for smarter customer support
This new feature transforms WhatsApp from a reactive channel into a proactive communication engine. As you head into your busiest quarter, you can start treating every order event as a moment to reassure, engage, and improve sentiment — without adding manual burden.
If you prioritise clarity, speed and genuine human touch, this tool gives you a new channel to deliver just that — right when your customers expect it most. Learn more on our help center article.
