This report analyzes global retail and eCommerce messaging behavior based on hundreds of billions of customer–brand interactions. It highlights the accelerating shift toward conversational commerce, with messaging channels increasingly supporting discovery, purchasing, and post-sale engagement. WhatsApp, RCS, mobile app messaging, and social channels emerge as dominant drivers of personalization, cart recovery, and customer loyalty. The document emphasizes omnichannel strategies that blend automation with human support, enabling retailers to deliver faster responses and more contextual experiences. It also explores regional differences, growth metrics, and real-world use cases demonstrating how conversational messaging improves conversion rates, operational efficiency, and customer lifetim

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