Meta Business Agent aims to turn WhatsApp into a 24/7 storefront for D2C brands

Meta introduced the Business Agent at TechSparks 2026, positioning WhatsApp as an always-on storefront for direct-to-consumer retailers. The AI-powered assistant handles customer queries, product recommendations and purchase guidance without requiring customers to leave the messaging platform. Meta's research indicates 91% of users abandon carts, suggesting significant opportunity for the tool to reduce friction in the purchase journey by providing immediate support when customer interest peaks.

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