Nuvemshop announced this Tuesday, September 30, 2025, in São Paulo, a partnership with Meta to launch the world’s first complete shopping solution on WhatsApp. The initiative allows consumers to complete transactions without leaving the messaging application. Developed exclusively for Brazil, the technology aims to simplify the purchasing journey in the direct-to-consumer sales sector, known as D2C.
The D2C Summit event, organized by Nuvemshop itself, brought together more than 5 thousand participants for the presentation. The solution integrates Cloud Chat, the platform’s artificial intelligence tool, with WhatsApp Business. Consumers access catalogues, receive automated support and confirm payments in just a few steps.
- Access products directly in conversations;
- Generate shopping cart via AI;
- Finish with options such as Pix or card;
- Track orders in the same chat.
This integration eliminates redirects to external websites, which can increase conversion rates by up to 20%, according to the company’s internal data.
Technical solution development
The creation of Nuvem Chat began in early 2025, with an initial focus on automated support. The payment module took the last three months of development and now reaches a restricted base of 1,000 merchants. Martin Palombo, co-founder and product director at Nuvemshop, highlighted that customer feedback guided the updates.
The technology uses agentic AI to answer queries in real time, accessing inventory and order status. Retailers configure the system on the platform’s administrative panel in minutes. Expansion to all 100,000 Brazilian customers occurs gradually, with tests underway.
Benefits for entrepreneurs
Nuvemshop store owners, who have 170 thousand brands active in Latin America, gain agility in service. The solution centralizes sales, support and logistics in a single ecosystem. Alejandro Vázquez, president and co-founder, estimates reaching 80% of the base in months or years.
- Reduced cart abandonment in external stages;
- 24-hour support via personalized AI;
- Integration with Paid Cloud for secure transactions;
- Conversation analysis to optimize strategies.
This approach reinforces WhatsApp as the main channel, where 10% of the platform’s sales already occur.
Meta ecosystem integration
The partnership reinforces WhatsApp as a business tool, according to Tarcísio Ribeiro,director of monetization partnerships at Meta. The solution uses WhatsApp Pay for instant transactions, compatible with Pix. In Brazil, with 120 million app users, the focus is on expanding digital retail.
The announcement comes amid the 30% growth in the commercial use of WhatsApp in the country, according to a report by Infobip. Nuvemshop positions itself as a complete provider, combining chat, payments and marketing. Retailers access plans starting at R$49 per month to activate the feature.
Expanding into the D2C market
Brazil leads as the first country to adopt the new feature, in line with its status as the largest digital market in the region. Nuvemshop, founded in 2011 in Argentina, operates in five countries and earned R$4.7 billion in total sales. The initiative ushers in “agentic commerce”, with AI guiding frictionless processes.
Vázquez emphasizes the humanization of online sales, with responses in the brand’s tone. The platform offers 99.9% uptime and integrations with marketplaces such as Mercado Livre. For 2025, investments of R$55 million in AI will boost more tools.
Early adoption and requirements
The solution requires subscription to paid Nuvemshop plans, with activation via WhatsApp Business. Initial tests involve D2C fashion and electronics brands. Users report simple setup, with catalog synchronization in just one click.
Reports from retailers indicate an increase in customer retention, by maintaining interactions on the preferred app. Meta plans updates for installments via Pix in September. This evolution meets the demand for expertisefluid iences in Brazilian e-commerce.