How to Create a Catalogue on WhatsApp for Product Discovery
TL;DRA WhatsApp catalogue is useful when it helps a shopper choose faster. It should not be a smaller, harder-to-maintain copy of your full Shopify store. The best catalogue answers the product questions customers already ask in chat, then sends interested shoppers back to the right product page, checkout, or support conversation.
For a small ecommerce store, the catalogue can make manual WhatsApp selling cleaner. For a growing Shopify store, it can also become a signal for follow-up: which product did the customer ask about, which collection did they browse, and what should happen next if they do not buy?
The goal is not to turn WhatsApp into your only storefront. The goal is to make product discovery inside WhatsApp organized enough that the team can sell, support, and follow up without rewriting the same answers all day.
The Short Answer
To create a catalogue on WhatsApp, use WhatsApp Business or Commerce Manager to add products or services with clear names, images, prices, descriptions, and links. Group related items into collections so customers can browse by intent instead of scrolling through everything.
For ecommerce, start with a focused catalogue:
Best sellers.
Products customers ask about before buying.
Bundles and starter kits.
Refill or reorder products.
Seasonal collections.
Products with simple visual comparison.
Products that need a fast support answer before checkout.
Then connect each catalogue item to a next step: Shopify product page, checkout link, variant question, size help, support handoff, reorder reminder, or winback flow.
If you need the broader operating guide, read How to Use WhatsApp Business. This post focuses only on catalogue setup and product discovery.
What A WhatsApp Catalogue Should Do
A WhatsApp catalogue gives customers a structured way to view products inside the chat experience. That matters because many WhatsApp conversations start with vague buying intent:
| Customer message | Catalogue role | Better next step |
|---|---|---|
| "What do you have for dry skin?" | Show a skincare collection | Ask skin type, then share product page |
| "Send your latest designs" | Show a new-arrivals collection | Ask size or occasion |
| "Do you have party snacks?" | Show bundles or party packs | Confirm delivery area and date |
| "I want to reorder this" | Show refill or repeat-purchase item | Send reorder link |
| "Is this available?" | Show current item and alternatives | Route to checkout or back-in-stock alert |
The catalogue is not the sale by itself. It is the bridge between chat intent and a clean shopping action.
For Shopify merchants, that bridge should usually lead back to Shopify for product detail, inventory, checkout, discounts, taxes, shipping, and order tracking. WhatsApp is strongest as the conversation layer; Shopify should remain the system of record for commerce.
Manual App Or Commerce Manager
There are two common ways to manage a WhatsApp catalogue.
| Setup path | Best for | Tradeoff |
|---|---|---|
| WhatsApp Business app | Small stores, manual teams, simple product lists | Easy to start, but harder to manage at scale |
| Commerce Manager or API-backed setup | Larger catalogues, approved commerce accounts, integrated operations | More setup, but better for structured catalogue management |
If you are starting from the WhatsApp Business app, keep the first version small. Add the products that actually drive chat questions. If you are already managing a larger ecommerce catalogue, plan the structure before adding everything.
The mistake is thinking that more products automatically creates more sales. In WhatsApp, a short relevant list often works better than a long, messy catalogue.
Choose Products By Customer Intent
Start with the questions your team hears repeatedly. A catalogue should reduce repeated explanation, not create another maintenance project.
Use this simple filter.
| Product type | Add to catalogue? | Why |
|---|---|---|
| Best seller with frequent questions | Yes | Easy to recommend and recognize |
| Bundle or starter kit | Yes | Helps new shoppers decide faster |
| Refill or consumable | Yes | Useful for reorder conversations |
| Seasonal or launch product | Yes, while active | Good for timely discovery |
| Product with many variants | Maybe | Add only if images and choices are clear |
| Product with complex policy or setup details | Maybe | Link to Shopify for full detail |
| Stale, unavailable, or low-priority SKU | No | Creates confusion and extra support |
For a beauty store, the first catalogue may include starter routines, refills, best sellers, and gift sets. For a fashion store, it may include new arrivals, ready-to-ship pieces, occasion collections, and size-help products. For a food brand, it may include weekly staples, trial packs, party boxes, and subscriptions.
The operating rule is simple: if the team keeps sending the same product photo, price, link, and one-line explanation, it probably belongs in the catalogue.
Write Product Names For Scanning
WhatsApp is a small-screen environment. Product names should be clear before they are clever.
Use names that combine product identity and buying context.
| Weak name | Better name |
|---|---|
| Glow Kit | Glow Kit - 3-Step Skincare Starter |
| Classic Tee | Classic Tee - Cotton, Regular Fit |
| Trial Box | Trial Snack Box - 8 Flavors |
| Refill Pack | Shampoo Refill Pack - 30 Day Supply |
| Gift Set | Gift Set Under 999 - Ready To Ship |
Do not overload the name with every variant, ingredient, or offer. Keep deeper information in the description or Shopify product page.
If shoppers need to compare sizes, colors, quantities, or bundles, make the distinction obvious in the item name or collection. A customer should not have to open six similar products just to understand the difference.
Use Images That Answer The Buying Question
Product images in WhatsApp should help a customer decide quickly.
Good catalogue images usually show:
The product clearly.
The variant or color if relevant.
Scale, pack size, or quantity when that affects the decision.
The bundle contents for kits.
The final use case when the product needs context.
Avoid images that look attractive but do not answer the buying question. A close crop of packaging may look polished, but it may not help a shopper understand size, finish, fit, texture, or bundle contents.
For Shopify stores, the best path is to reuse clean product photography from your store, then keep the Shopify product page as the richer source for galleries, reviews, shipping details, and variants.
Keep Descriptions Short And Useful
A WhatsApp catalogue description should help the customer decide whether to ask more or open the product page. It does not need to carry every detail from Shopify.
Use this structure:
| Description part | Example |
|---|---|
| Who it is for | For oily skin and humid weather |
| What it includes | Includes cleanser, serum, and moisturizer |
| Key decision detail | Fragrance-free, beginner friendly |
| Next step | Tap the product link to choose size or variant |
Example:
A 3-step skincare starter kit for oily skin. Includes cleanser, serum, and moisturizer. Tap the product link to choose variant and check current offers.
Keep the description factual. Avoid claims that require proof unless the Shopify page has the supporting detail.
Add Product Links Back To Shopify
For ecommerce, every catalogue item should have a clear path back to the store.
Link to the Shopify product page when customers need:
Variant selection.
Real-time inventory.
Reviews.
Ingredients or materials.
Shipping and return policy.
Discounts or bundles.
Checkout and payment.
Use WhatsApp for the conversation and Shopify for the transaction. This keeps stock, order history, taxes, shipping, and checkout behavior in the right place.
If the catalogue item is a bundle, link to the bundle page. If it is a category recommendation, link to the collection page. If it is a reorder product, link to the exact product or reorder path the customer needs.
Organize Collections Around Buying Jobs
Collections are more useful when they match how customers shop.
| Store type | Useful catalogue collections |
|---|---|
| Beauty | Starter routines, refills, acne care, gifts, travel sizes |
| Fashion | New arrivals, office wear, wedding guest, ready to ship, best sellers |
| Food | Trial packs, weekly staples, party boxes, subscriptions, same-day delivery |
| Supplements | First-time buyer, 30-day refills, immunity, fitness, bundles |
| Home goods | Best sellers, small spaces, gifting, kitchen, cleaning refills |
Avoid internal category names that only your team understands. "Q3 clearance" may make sense in a spreadsheet, but customers think in jobs: gift, refill, party, workwear, starter kit, under budget, urgent delivery.
The collection should reduce choice. If a customer still needs to ask, "Which one should I buy?", the collection may be too broad.
Use Catalogue Links In Real Conversations
A catalogue only works if the team knows when to use it.
| Conversation moment | Catalogue action |
|---|---|
| Customer asks for options | Share the relevant collection |
| Customer asks about one product | Share the item and Shopify product page |
| Customer asks for a recommendation | Ask one qualifying question, then share two or three items |
| Customer asks about a sold-out item | Share alternatives or ask if they want an alert |
| Customer wants to reorder | Share the exact refill or previous product |
Do not answer every product question with the full catalogue. That pushes the decision back to the customer. A better reply narrows the choice.
Example:
Based on what you mentioned, these two options fit better than the full range: [catalog_item_1] and [catalog_item_2]. If you want, I can also send the Shopify page with current sizes and delivery estimate.
The best WhatsApp selling feels guided, not dumped.
Turn Catalogue Interest Into Follow-Up
Catalogue browsing creates intent. The next question is what the store should do with that intent.
| Signal | What it may mean | Follow-up |
|---|---|---|
| Customer asks for a product link | Active buying intent | Send Shopify product page or checkout help |
| Customer asks about a size or variant | Decision friction | Answer, then share exact variant path |
| Customer asks about delivery | Purchase close to checkout | Confirm delivery estimate and checkout link |
| Customer asks about out-of-stock item | Deferred demand | Offer back-in-stock alert |
| Customer asks about refills | Repeat-purchase opportunity | Send reorder path or reminder timing |
| Customer leaves after asking | Unresolved intent | Follow up once with useful context, not a blast |
This is where Shopify context matters. If the same customer later abandons checkout, completes an order, receives the product, needs a review request, or becomes due for a reorder, the WhatsApp catalogue conversation should not sit disconnected from the retention journey.
For the broader set of revenue use cases, read WhatsApp for Shopify.
Message Examples For Catalogue Discovery
Use short messages that match the shopper's stage.
| Scenario | WhatsApp message example |
|---|---|
| Product discovery | Hi [first_name], here are our best options for [need]. Start with this collection: [catalogue_collection]. |
| Narrowing choice | Based on your size and occasion, I would compare [product_1] and [product_2]. Here are the product links: [links]. |
| Bundle recommendation | This starter kit is better if you want the full routine in one order: [catalogue_item]. You can pick the variant on Shopify here: [product_link]. |
| Reorder | It looks like [product_name] may be due for a refill. Here is the same item: [product_link]. |
| Back in stock | [product_name] is available again. You can view it here: [product_link]. Reply if you want similar options. |
| Abandoned product interest | You asked about [product_name] earlier. Here is the link again in case you still want to compare sizes: [product_link]. |
Keep follow-up restrained. A catalogue question does not give permission to send every promotion. Match the next message to the customer's original intent.
When To Use Interactive Messages
Catalogue discovery pairs well with WhatsApp interactive messages when the customer needs to choose a path.
Good choices include:
| Customer decision | Useful options |
|---|---|
| Browse by category | New arrivals, best sellers, gifts, refills |
| Ask for help | Size help, delivery help, product recommendation |
| Out-of-stock interest | Notify me, show alternatives, stop alerts |
| Reorder | Reorder now, remind me later, not needed |
| Product concern | Ingredients, sizing, returns, talk to support |
The important part is what happens after the tap. If the customer chooses "refills", the next message should show refill products. If they choose "remind me later", the store should not send the same reminder tomorrow.
For the interaction layer, read WhatsApp Interactive Messages Shopify Use Cases.
Catalogue Maintenance Checklist
A stale catalogue creates more support work than no catalogue.
Review it weekly or before every campaign:
Remove unavailable products or mark them clearly.
Update prices and offer language.
Check product links.
Refresh seasonal collections.
Remove discontinued SKUs.
Check that images still match variants.
Review which items customers ask about most.
Move low-use products out of the first view.
For fast-moving Shopify stores, this matters more than the initial setup. Customers will lose trust if WhatsApp shows an item that cannot be bought, links to the wrong variant, or promotes an expired offer.
What To Measure
Do not judge the catalogue only by how many products it contains.
Track practical outcomes:
| Metric | Why it matters |
|---|---|
| Product questions answered faster | Shows whether the catalogue reduces repeated typing |
| Product-page clicks | Shows whether chat interest moves back to Shopify |
| Assisted orders | Shows whether catalogue conversations create sales |
| Reorder clicks | Shows repeat-purchase value |
| Back-in-stock requests | Shows deferred demand |
| Support handoffs | Shows where catalogue information is not enough |
| Stale-link issues | Shows maintenance quality |
If customers browse but do not buy, the issue may be price, stock, product page quality, checkout friction, delivery rules, or weak recommendation logic. The catalogue can reveal the problem, but Shopify and your follow-up flows usually solve it.
Common Mistakes
The first mistake is adding the whole store. WhatsApp is not ideal for browsing hundreds of products. Start with products that benefit from chat-based recommendation.
The second mistake is writing descriptions that sound like ads but do not answer buyer questions. Customers need fit, use case, quantity, variant, price, delivery, and next step.
The third mistake is forgetting to link back to Shopify. If customers cannot choose variants, see accurate inventory, or check out cleanly, the catalogue becomes a dead end.
The fourth mistake is using the catalogue only during manual replies. Catalogue interest can feed back-in-stock alerts, reorder reminders, abandoned checkout follow-up, review timing, and product recommendations.
The fifth mistake is sending generic promotions after any catalogue interaction. Product interest should make follow-up more relevant, not more aggressive.
Where Retentionly Fits
Retentionly is not where you create the WhatsApp catalogue. Use WhatsApp Business, Commerce Manager, or your approved catalogue setup for that.
Retentionly fits after the product-discovery moment, when a Shopify store wants WhatsApp to become measurable retention automation:
Recover abandoned checkouts after product interest turns into an unfinished purchase.
Send order updates after a catalogue-assisted sale.
Ask for reviews after delivery.
Trigger reorder reminders for refills and consumables.
Run winback messages based on customer history.
Send back-in-stock or price-drop alerts when shoppers showed intent.
Keep WhatsApp follow-up tied to Shopify events instead of manual memory.
The catalogue helps customers discover products. Retentionly helps Shopify teams turn customer intent and purchase events into useful WhatsApp follow-up.
First-Week Setup Plan
Use the first week to build a catalogue that is small, accurate, and useful.
| Day | Task | Done when |
|---|---|---|
| Day 1 | Choose products | You have 10 to 30 products based on real chat questions |
| Day 2 | Prepare names and images | Each item is easy to scan on mobile |
| Day 3 | Write descriptions | Each item answers the main buying question |
| Day 4 | Add Shopify links | Every item points to the right product, variant, or collection |
| Day 5 | Create collections | Customers can browse by intent, not internal category |
| Day 6 | Train replies | The team knows when to share items, collections, or product links |
| Day 7 | Review signals | You know what follow-up or automation should happen next |
This is enough for a useful first version. Improve it from customer questions, not assumptions.
Quick FAQs
What is a WhatsApp catalogue?
A WhatsApp catalogue is a product or service list shown inside WhatsApp Business. Ecommerce stores can use it to share products, collections, descriptions, prices, and links during customer conversations.
Should a Shopify store add every product to WhatsApp?
Not usually. Start with best sellers, bundles, refills, seasonal products, and products customers ask about often. Keep the full product depth, variants, inventory, and checkout on Shopify.
What should I include in a WhatsApp catalogue product?
Use a clear product name, useful image, short description, price when appropriate, and a product link. The description should answer the buying question and point customers to the next step.
How should I organize catalogue collections?
Organize collections by customer intent: gifts, refills, starter kits, new arrivals, ready to ship, best sellers, or problem-specific collections. Avoid internal labels that shoppers do not understand.
Can a WhatsApp catalogue help with retention?
Yes, if the store connects product interest to follow-up. Catalogue conversations can lead to abandoned checkout recovery, reorder reminders, back-in-stock alerts, review requests, and winback campaigns.
Can Retentionly create my WhatsApp catalogue?
No. Create the catalogue in WhatsApp Business, Commerce Manager, or your approved catalogue setup. Use Retentionly when you want Shopify-triggered WhatsApp automations after customers browse, buy, abandon checkout, receive orders, or become due for a reorder.
Create a focused catalogue first. Then install Retentionly free on Shopify to connect product interest, orders, reviews, reorders, and winback moments to WhatsApp follow-up that your team can measure.
