Business messaging is ushering in a new era of customer interaction. Today’s customers are seeking a seamless product discovery journey. In Vietnam, customers connect directly with businesses daily, aiming for more effective online communication.

A striking 79% of adults in Vietnam message businesses at least once a week, and 71% say they prefer engaging with businesses through messaging. Businesses, in turn, are seeing improved customer experiences and a 91% higher average order value through Meta’s Messaging app compared to traditional channels.

To meet the evolving behaviors and expectations of consumers, Meta is introducing a Product Shopping feature on Messenger and testing a Livestream tool to help businesses connect more effectively with customers and grow their operations. Meta’s new features support product discovery, leveraging the reach and interactivity of messaging apps to empower businesses in their innovation journey and elevate the online customer experience.

A Seamless Experience with Direct Shopping on Messenger

Businesses can now showcase products on Messenger, enabling customers to browse, explore product details, select items, and complete purchases via Pancake—all within a single chat interface. Businesses can activate this seamless experience by syncing their product catalog from Pancake to Facebook with just a few clicks.

The direct shopping feature on Messenger boosts sales and enhances advertising campaign performance by integrating with Message Ads to drive brand and product discovery. For instance, Gladimax Sport, a Vietnamese sports fashion brand, reduced its cost per order by 23% after implementing the new shopping feature, compared to traditional Send Message ads without Pancake catalog integration.

Beyond tracking the impact of Facebook ads on Ads Manager, businesses can also monitor customer interactions facilitated through the Pancake platform.

Live Shopping Experience with the Livestream Tool

Businesses promoting products on Facebook Live can use the Livestream tool to help customers easily browse featured products, ask questions, or add items to their cart.

Notably, the Live Boost Ads feature, which promotes live videos, has been expanded to more businesses. With the launch of the Livestream tool, Meta provides advertisers with a comprehensive solution set, creating a continuous loop from discovery to conversion.

Businesses can showcase products during a Facebook Livestream by syncing their product catalog from Pancake. During the session, viewers can access detailed product information, browse the list of items featured in the Live, and create their own personalized product wishlists. They can also initiate conversations or place orders via Messenger. An automated message is sent in the chat, allowing customers to click and continue their shopping journey with Pancake.

The Livestream tool enhances conversions by significantly improving how businesses engage with customers while optimizing the performance of livestream ads for messaging goals.

H-Life, a retail fashion brand, saw a 19% increase in return on ad spend and a 10% reduction in cost per order using the Livestream tool implemented through Pancake. Early adopters of the feature also reported positive customer feedback and a significant surge in online orders per Livestream session.

The direct shopping Livestream tool is considered a pivotal strategy, enabling businesses to streamline their sales process and deliver a superior shopping experience. With these new features, livestreaming is poised to become a cornerstone sales channel in the future, unlocking immense growth potential for businesses.