WhatsApp Marketing for Shopify: The Complete Strategy for Webshops in 2026

Summary

• WhatsApp achieves an 80% open rate compared to 20-40% for email, and messages are read within 5 minutes, while emails are read hours later
• Average ROWAS (Return on WhatsApp Ad Spend) of 57x for e-commerce brands, with every euro spent yielding an average return of 57, and outliers such as Smilodox exceeding 100x.
• 20% higher customer lifetime value with a dual channel approach because customers reachable via both email and WhatsApp buy more frequently and spend more (SNOCKS data)
• GDPR requires double opt-in without exception, and incorrect implementation risks fines and a red quality score from Meta
• 72-hour free messaging window via Click-to-WhatsApp Ads makes this the most cost-efficient acquisition channel in the WhatsApp ecosystem

Why is WhatsApp marketing unavoidable for Shopify webshops in 2026?

WhatsApp achieves an 80% open rate, converts 7x better than email, and yields an average of 57 euros back per euro invested. For Shopify webshops, the channel is now mature: high penetration, mobile-first purchasing behavior, and low competition make it the strongest untapped growth opportunity in e-commerce today.

The context makes this urgent. The Belgian e-commerce market is growing towards 24 billion euros. 58% of all online purchases are made via smartphone. WhatsApp is the most used communication app in the country. At the same time, Meta's new per-message pricing acts as a filter: only those who segment and deliver value will see a healthy ROI. Those who broadcast like email will burn through their budget.

This article goes beyond the basics. We cover the demonstrable figures, the three technological innovations that matured WhatsApp commerce, the five most common mistakes, and a practical step-by-step plan for your WhatsApp implementation on Shopify.

What concrete results does WhatsApp marketing achieve in e-commerce?

WhatsApp delivers an average CTR of 5-15% on broadcasts, 25-60% on personalized flows, and a conversion rate of 3-7%. In comparison, email achieves a 2-3.5% CTR and less than 4% conversion. The average ROWAS is 57.4x for e-commerce brands, a figure that most performance marketing channels do not approach.

The most reliable European benchmark data comes from Chatarmin, based on 30+ e-commerce brands, each with over 100,000 conversations. Smilodox generated 261,000 euros from a single WhatsApp campaign. Bears with Benefits achieved 100,000 euros in revenue in three months with a ROWAS of 10x, while aiming for 4x.

What explains these figures: 80% of all WhatsApp messages are read within 5 minutes. For email, this takes hours to days. This immediacy cannot be replicated by any other channel and makes WhatsApp ideal for the time-sensitive communication that belongs in every good advertising strategy and marketing funnel.

Frederiek Pascal (ClickForest) observes that Belgian webshops starting with WhatsApp marketing almost always launch campaigns that are too broad: sending the same message to their entire list. This results in an opt-out rate of 2-4% instead of the targeted 0.1-0.2%. Segment your audience based on purchase history before the first send, otherwise you'll pay per message for a list-clean.

“Withemail, we achieve open rates of 20-40%, while with WhatsApp, that figure is 80%. We have observed that when we have both someone's email address and WhatsApp number, their customer lifetime value is 20% higher than for people whose email address we have.”

— Johannes Kliesch, co-founder of SNOCKS

Does WhatsApp replace email as a marketing channel?

No. WhatsApp does not replace email; it makes email more profitable. Customers reachable via both channels show a 20% higher customer lifetime value. The correct strategy: email for broad nurturing, WhatsApp for high-intent, time-sensitive, and VIP communication. Together, they form the basis of robust marketing automation.

SNOCKS' data illustrates this most clearly: 80% of their WhatsApp revenue is fully automated. Fashionette achieved a 7.4x higher conversion rate on WhatsApp versus their best-performing email segment, with a 25% higher average order value. This is no coincidence: WhatsApp reaches the customer at the moment they already have purchase intent.

Klaviyo now supports native WhatsApp integration with AI-driven channel selection: the system automatically determines which channel converts best for each customer at any given moment. This seamlessly fits into a broader approach where conversion rate optimization and channel strategy work together to maximize every interaction.

Metric	WhatsApp	Email
Open rate	80%+	20-40%
Click-through rate	5-60%	2-3,5%
Conversion rate	3-7%	0,08-4%
Read time after sending	Within 5 min	Hours to days
Opt-out rate	0,1-0,2%	0,2-0,5%
Retention after 1 year	89%	65%

Open rate

WhatsApp

80%+

Email

20-40%

Click-through rate

WhatsApp

5-60%

Email

2-3,5%

Conversion rate

WhatsApp

3-7%

Email

0,08-4%

Retention after 1 year

WhatsApp

89%

Email

65%

Which three innovations will fundamentally change WhatsApp marketing by 2026?

WhatsApp Flows, Click-to-WhatsApp Ads, and Meta Business AI are the three technologies that matured in 2025-2026. Together, they enable advertising, conversion, and automation via WhatsApp without the customer ever leaving the app. They directly align with existing AI for growth strategies.

WhatsApp Flows are interactive forms that run entirely within the chat: product quizzes, size recommendations, lead capture, or a complete mini-checkout. No browser needed. Companies using Flows report a 158% higher conversion rate than web forms, with completion rates above 80%. For a Shopify webshop, this means a customer can complete a size quiz, receive a personalized recommendation, add the product, and check out, all within WhatsApp. This combines excellently with the broader e-commerce conversion optimization already implemented on your webshop.

Click-to-WhatsApp Ads (CTWA) are Facebook or Instagram ads that directly open a WhatsApp conversation. Revenue grew 60% year-on-year in Q3 2025 (Meta quarterly figures). After a click, a free 72-hour conversation window opens, during which all messages are free of charge. This makes CTWA the most cost-efficient acquisition tool within the WhatsApp ecosystem and a logical addition to your lead generation approach.

Meta Business AI replaces generic third-party chatbots, which Meta banned from the platform in October 2025. Business-specific AI for product advice, customer service, and follow-ups remains fully permitted. Skincare brand Dermalogica combines AI with human consultants and achieves a 40% CTR, compared to the 2-5% industry average for email. Read more in our article on AI chatbots for customer service and check out the AI Shopify apps for automation that integrate with this.

“Everycompany needs to be able to quickly deploy an agent who can talk to your customers, provide support, and facilitate purchases.”

— Mark Zuckerberg, CEO of Meta

Why is Belgium specifically ideal for WhatsApp commerce?

Belgium offers a unique combination: WhatsApp penetration of 65-75%, 58% mobile purchases, an e-commerce market of 63,202 webshops, and multilingualism for which WhatsApp easily provides segmented templates per language region. Competition on this channel in Belgium is still low, a temporary advantage that will disappear.

Belgian consumers spend an average of €2,600 online per year. 60% of EU consumers want to chat with brands (Spectrm/Meta). Of those who clicked on a Click-to-Messenger ad, 61% ultimately made a purchase. And 67% say they are more likely to buy from a brand that offers messaging. These are not futuristic figures; this is the purchasing behavior of today's Belgian smartphone user. Further e-commerce trends in Belgium confirm this shift towards conversational commerce.

Multilingualism is a competitive advantage rarely discussed outside Belgium. WhatsApp templates are set up per language region (NL/FR/DE), allowing for more targeted and cost-effective communication than a generic broadcast. Furthermore, WhatsApp commerce integrates smoothly with Bancontact, which holds a 78% market share as a payment method. Anyone currently starting or migrating a professional Shopify webshop should ideally integrate WhatsApp into their tech stack from day one.

Contrarian view: the most frequently cited barrier among Belgian SMEs is "my customers don't use WhatsApp for purchases." This is no longer true. WhatsApp usage in Belgium exceeds 65% penetration, and 74% of consumers worldwide expect to be able to buy directly through messaging apps. The question is not whether your customer uses WhatsApp; that question has already been answered. The question is whether you are present there before your competitor is.

What five mistakes do Belgian webshops make on WhatsApp?

The five costliest mistakes: (1) treating WhatsApp like email in terms of frequency, (2) no segmentation before the first send, (3) ignoring quality score, (4) sending only text messages, (5) incompletely implementing GDPR opt-in. Mistakes 1 and 5 are the most expensive, both in budget and in trust.

1. Treating WhatsApp like email Every WhatsApp notification makes a phone vibrate. If you send daily promotions, you will be blocked. Maximum: 2-4 marketing messages per week, of which 80% offer value and 20% are promotional. Meta applies a frequency cap of 2 marketing messages per user per 24 hours.

2. Failing to apply segmentation Per-message costs make untargeted broadcasts financially painful. Segment by purchase behavior, browsing history, lifecycle stage, and engagement. A VIP customer deserves a different message than a new lead. This is the same principle that drives good performance marketing: the right message, for the right person, at the right time.

3. Ignoring the quality rating system WhatsApp assigns a quality score (green, yellow, red) based on blocks and reports from recipients. A red score immediately limits your sending capacity. Start small, measure reactions, and only scale up with a green score. A damaged quality score recovers slowly.

4. Sending only text Messages with product images, carousels, and interactive buttons perform significantly better. Use quick-reply buttons, product cards, and carousels in your templates. The same insights that work in social commerce – visual appeal, low friction, and direct action – apply entirely to WhatsApp.

5. Neglecting opt-in GDPR requires explicit, specific, and documented consent. Implement double opt-in: customer provides number, confirms via WhatsApp. Log timestamp, phone number, and opt-in source. Offer granular choice: order status, promotions, or both. No imported contact lists without explicit WhatsApp consent.

Which platform do you choose for WhatsApp Business API on Shopify?

For Belgian Shopify webshops, four options are relevant: charles (deepest integration, highest price), Chatarmin (strong analytics, 30% cheaper), Trengo (omnichannel Benelux), and Klaviyo native WhatsApp (best choice if you already use Klaviyo). The choice depends on order volume, existing tech stack, and budget.

European specialists like charles (Berlin, from 349 euros/month) offer the deepest Shopify and Klaviyo integrations, GDPR-compliant double opt-in flows, and EU hosting. Charles secured 20 million dollars in funding from Salesforce Ventures. Chatarmin (Austria) is approximately 30% cheaper and strong in analytics for the DACH-Benelux segment. Trengo is strong in the Benelux with an omnichannel inbox for teams that want to centrally manage WhatsApp, email, live chat, and voice.

Regarding costs: Meta charges per message. Marketing messages cost approximately 0.10-0.18 euros in Western Europe, utility messages approximately 0.03-0.06 euros, and service messages are free. On top of that, you pay a BSP subscription of 30-500 euros/month. The smartest saving strategy: maximize CTWA ads for the 72-hour free window and categorize templates correctly. Labeling a shipping confirmation as a marketing message unnecessarily costs an extra 0.07-0.12 euros per message. Which Shopify apps you further need for the integration is detailed in our comprehensive guide.

Platform	Price/month	Strengths	Best for
charles	from €349	Deepest Shopify + Klaviyo integration, EU hosting	Growing brands, high order volume
Chatarmin	~30% cheaper than charles	Strong analytics, DACH-Benelux expertise	Startups with a proven e-commerce base
Trengo	Modular	Omnichannel inbox, Benelux support	Multi-channel teams
Klaviyo	Included with subscription	Native integration, AI channel selection, shared attribution	Existing Klaviyo users

charles

Price

from €349/month

Best for

High order volume

Chatarmin

Price

~30% cheaper than charles

Best for

Startups

Trengo

Price

Modular

Best for

Omnichannel teams

Klaviyo

Price

Included with subscription

Best for

Existing Klaviyo users

Businessmessaging should become the next pillar of our company.

— Mark Zuckerberg, CEO of Meta

How to start WhatsApp marketing for your Shopify store today?

Start with four flows in this order: welcome flow with opt-in incentive, abandoned cart (1 hour after abandonment), order confirmation and shipping update (free service messages), reactivation after 90 days of inactivity. Link this to CTWA ads for continuous opt-in growth. This is the minimum basis for a positive ROWAS from day one.

Takko Fashion launched WhatsApp in their Italian stores with QR codes at the checkout and a 5 euro discount for new subscribers: 9,000 new subscribers per month, 92% open rate, ROAS of 36.8x. The lesson: start with a clear incentive, not a product catalog. Anyone just starting their Shopify store should ideally build this channel simultaneously with their first marketing flows.

Optimal sending times for European audiences: Tuesday to Thursday, 8:00-11:30 or 18:30-21:00. Send at unusual times (17:41 instead of 18:00) to stand out in a crowded message window. Also invest in zero-party data in the welcome flow: ask three preference questions with buttons. These answers will segment every future campaign and simultaneously strengthen your AI chatbot configuration if it's part of the conversation.

SNOCKS generated over 1 million euros via WhatsApp with 80% of the revenue fully automated. Link WhatsApp to GA4 with a correct UTM structure so you can see exactly which revenue comes from WhatsApp per flow and campaign. Without this attribution, you're flying blind. Anyone who also has their broader Shopify maintenance and support well-organized avoids technical problems interrupting flows at critical moments.

"Cookies are disappearing, and we are looking for alternatives to learn more about our customers. WhatsApp offers the opportunity to have personal conversations with customers. Email is a channel that younger people hardly use anymore." Michael Walter, Senior Digital Marketing Manager at Jack Wolfskin | Source: https://www.hello-charles.com/success/jack-wolfskin

Ready to activate WhatsApp for your store?

ClickForest helps Belgian Shopify stores with full WhatsApp implementations: from BSP selection and GDPR-compliant opt-in flows to automated campaigns and GA4 attribution. WhatsApp marketing rewards those who segment and punishes those who broadcast. Brands that are now building a well-thought-out strategy are working on a direct channel to their customer that no algorithm change can take away. Do you want to know what this specifically yields for your store? Book a free video call or check out our services regarding WhatsApp for Shopify.

🚀 More leads, higher conversion, better ROI

This article provided you with insights. Now it's time for action. Whether you want to build a profitable webshop, generate more revenue from performance marketing or SEO, or grow with AI marketing – we provide concrete support to help you move forward.

💬 Discuss your challenge directly with Frederiek: Schedule a free strategy call or send us a message

📧 Prefer to email? Send your question to frederiek@clickforest.com or call +32 473 84 66 27

Strategy without action remains theory. Let's take your next step together.

Frequently asked questions about WhatsApp marketing

What is WhatsApp Business API and why do I need it for my Shopify store?

The WhatsApp Business API is the professional version for businesses, offering full automation, broadcast campaigns, Shopify integrations, and GDPR-compliant opt-in management. The free WhatsApp Business app does not support automation and does not scale beyond 100 active conversations. For a store with more than 100 orders per month, the API is the only viable option. You work through a Business Solution Provider such as charles, Chatarmin, or Trengo.

How much does WhatsApp marketing cost for a Belgian Shopify store in 2026?

Three cost layers: (1) Meta per-message: marketing messages approximately €0.10-€0.18, utility messages approximately €0.03-€0.06, service messages free. (2) BSP subscription: €30-€500/month. (3) One-time implementation: €500-€2,500 for a complete setup with flows and integrations. For a starting store with 500 active WhatsApp subscribers and two campaigns per month, expect €200-€400/month in message costs.

How do I collect GDPR-compliant opt-ins for WhatsApp in Belgium?

GDPR requires explicit, specific, and documented consent. Implement double opt-in: the customer provides their number via popup, checkout, or QR code, and then confirms via WhatsApp. Log the time, phone number, and opt-in source. Offer granular choice: order status, promotions, or both. Never import lists without explicit WhatsApp consent. Never use the free WhatsApp Business app for bulk messaging, as this violates both GDPR and WhatsApp's terms of service.

How do I integrate WhatsApp with Shopify and Klaviyo?

If you're already using Klaviyo, the native WhatsApp integration is the most seamless route: shared segments, flows, and attribution. Without Klaviyo, charles and Chatarmin offer robust Shopify apps that directly link order data, customer behavior, and product catalogs to WhatsApp flows. Always attach UTM parameters to WhatsApp links for accurate attribution in GA4.

What are Click-to-WhatsApp Ads and how do they work?

CTWA ads are Facebook or Instagram advertisements where a click directly opens a WhatsApp conversation. After the click, a free 72-hour conversation window begins, during which all messages are free of charge. Link the ad to an automated welcome flow with opt-in confirmation, a welcome offer, and product recommendations. Revenue from CTWA ads grew 60% year-on-year in Q3 2025 (Meta).

What are WhatsApp Flows and what can I do with them?

WhatsApp Flows are interactive forms entirely within WhatsApp: product quizzes, size advice, lead capture, or mini-checkout. No browser needed. Companies report 158% higher conversion rates than web forms and completion rates above 80%. For Shopify webshops, Flows are particularly powerful for personalization: a customer answers three questions and receives a personalized recommendation without leaving the chat.

What open rate can I expect from WhatsApp marketing?

The benchmark is 80%+ for WhatsApp compared to 20-40% for email. 80% of messages are read within 5 minutes. CTR: 5-15% for broadcasts, 25-60% for personalized flows. Do not expect identical results from day 1, as your quality score influences your reach during the initial period. Build up gradually and keep your opt-out ratio below 0.5% per campaign.

How many messages per week can I send without customers unsubscribing?

A maximum of 2-4 marketing messages per week: 80% value (tips, exclusive info), 20% promotional. Meta technically limits this to 2 marketing messages per user per 24 hours. SNOCKS sends an average of 2 messages per week and achieves an opt-out rate below 0.1%. Segment by engagement: active buyers can be approached more often than dormant contacts.

When is my Shopify webshop ready for WhatsApp marketing?

Three minimum thresholds: (1) average order value above 30 euros, (2) more than 100 orders per month, (3) an existing email list of at least 1,000 contacts as an opt-in base. Do you have a Shopify webshop with basic flows and Klaviyo? Then the technical foundation is in place. Book a free video call to check if the timing is right for your situation.

How do I measure the ROI of WhatsApp marketing for my Shopify webshop?

Use UTM parameters in all WhatsApp links for GA4 tracking. Link WhatsApp revenue to Shopify orders via your BSP platform (charles, Chatarmin, and Klaviyo offer native revenue attribution). Measure per campaign: delivered messages, opened chats, clicks, conversions, and average order value. The average ROWAS for e-commerce is 57x, but varies significantly by sector and segmentation quality.

Sources and references

WhatsApp Business statistics and benchmarks

• Chatarmin: "WhatsApp marketing examples with real ROI 2026" — https://chatarmin.com/en/blog/whatsapp-marketing-examples

• Gallabox: "WhatsApp Business statistics 2025" — https://gallabox.com/blog/whatsapp-business-statistics

• Braze: "WhatsApp marketing: the complete guide 2025" — https://www.braze.com/resources/articles/whatsapp-marketing

Pricing structure and API documentation

• hello-charles.com: "WhatsApp Business pricing 2025 fully explained" — https://www.hello-charles.com/blog/whatsapp-business-pricing-2025-explained-the-ultimative-guide

• Qualimero: "WhatsApp Business costs 2025" — https://qualimero.com/en/blog/whatsapp-business-costs-2025-pricing-api-fees-roi-guide

Case studies

• hello-charles.com: "SNOCKS WhatsApp case study" — https://www.hello-charles.com/success/snocks

• hello-charles.com: "Jack Wolfskin WhatsApp case study" — https://www.hello-charles.com/success/jack-wolfskin

• hello-charles.com: "SNOCKS webinar: path to 1 million euro WhatsApp revenue" — https://www.hello-charles.com/blog/snocks-whatsapp-marketing-email-tips

Meta and industry

• BusinessToday: "Mark Zuckerberg at Conversations 2024" — https://www.businesstoday.in/technology/news/story/meta-ceo-mark-zuckerberg-unveils-meta-ai-expansion-and-new-whatsapp-business-features-at-conversations-2024-432444-2024-06-07

• PPC.land: "WhatsApp bans AI chatbots / Meta Q1 2025 earnings" — https://ppc.land/whatsapp-bars-ai-chatbots-as-meta-solidifies-messaging-monopoly/