Winning with WhatsApp

The eWholesale Collective’s first virtual event of 2025 gave wholesalers a masterclass in meaningful messaging

For wholesalers looking to accelerate their ecommerce and power up communications and customer engagement, WhatsApp is a seriously effective way to reach customers with just one message.

As more and more wholesalers embrace WhatsApp as a tried-and-tested means to engage with customers, it’s clear that the app offers the sector a significant opportunity.

The eWholesale Collective, which comprises four of the UK’s leading FMCG brands – Carlsberg, Mars Wrigley, PepsiCo and Red Bull – with Wholesale News, provided wholesalers with a step-by-step guide to the benefits of WhatsApp and how businesses can get started.

“When it comes to driving sales, raising brand awareness and connecting with customers, WhatsApp is invaluable,” says Debbie Wilson, Digital Acceleration Manager, Mars Wrigley, who hosted the session. “With more than 80% of the population using it daily, it’s clear this offers a huge opportunity for business-to-business communications.”

IMPACTFUL

With just under half of those attending the webinar (46%) not currently using WhatsApp within their business, it is clear that WhatsApp remains an opportunity for many in a business-to-business setting. Of those already using WhatsApp in their business, the majority (52%) said they recognised they were not using it to its full potential.

“WhatsApp provides an instant and direct way to engage with customers, enables real-time order management and customer service, and offers a cost-effective marketing channel to grow sales and get products into consumers’ hands as quickly as possible,” explains Wilson.

For those not already using WhatsApp, the webinar provided an at-a-glance guide to the key steps to getting started.

Identify the right WhatsApp partner for your business and what you want to achieve.
Register with Companies House, if you haven’t already.
You need a business email address, a business landline and business documents that match the details on Companies House.
You will also need a Facebook admin account for your business and a mobile number that isn’t already connected to a WhatsApp account.

Once you have a WhatsApp account, you need to think about how you can encourage people to join your channel. Use your existing communications channels, such as email and materials in depot, to encourage them to scan a QR code and join the channel.

“Your customers are already using WhatsApp,” adds Wilson. “If they’re not on your channel, they’ll be on someone else’s, so tell them about yours and why they should join.”

DEBBIE’S TOP TIPS

Be laser focused on what you want to achieve with WhatsApp. Do you want to use the messaging app to share time-sensitive offers, target lapsed customers, or share product catalogues or marketing messages? Don’t be tempted to do it all at the same time.
Use a good-quality image or video and an attention-grabbing headline, keep the body text short and to the point with a clear call to action for the customer. Always include an opt-out clause, but this can be greyed out so it doesn’t compete with the rest of the content.
Measure what works and what doesn’t. What gets the best engagement and results. Use this to shape how you communicate using WhatsApp for the future.