Email vs. WhatsApp: Which Channel Is More Effective for Recovering Abandoned Carts in Brazil?
Samuel Freitas · 2026-10-07
Comparing open and conversion rates
Email open rates in Brazil range from 15% to 25%, while WhatsApp messages reach an impressive 80% to 90% open rate. Although email has an average conversion rate of 1% to 5%, WhatsApp can generate conversions of 5% to 10%. This means WhatsApp is more effective for cart recovery in terms of engagement and conversions.
Audience profile on each channel
People who use email tend to be more formal and look for detailed information before making decisions. WhatsApp, on the other hand, is used by a younger, more dynamic audience that prefers quick, direct interactions. This means cart recovery campaigns should be adapted to each channel’s tone and style, using direct CTAs on WhatsApp and more comprehensive information in email.
Advantages of each channel for different product types
For lower-priced products, like clothing and accessories, WhatsApp stands out because quick, personalized communication can encourage an immediate purchase. For higher-priced products, like electronics, email may be more effective, allowing for more detail about the product’s features and benefits.
Experiences from brazilian companies and results
Companies like Magazine Luiza and Netshoes have successfully used cart recovery strategies. Magazine Luiza recorded a 25% increase in conversions after implementing WhatsApp campaigns, while Netshoes saw a 15% increase in sales using personalized emails alone. These experiences show how important it is to test and adapt your approach based on the audience and product.
Thoughts on future trends and channel innovations
As technology advances, new automation and artificial intelligence tools are expected to further improve message personalization across both channels. Using chatbots on WhatsApp can optimize customer service and speed up the cart recovery process. In email, integrating customer browsing data can lead to more relevant and targeted content.
Which channel have you been using to recover abandoned carts, and what results have you seen in numbers?