FedEx Express, a subsidiary of FedEx Corp. (NYSE: FDX) and one of the world’s largest express transportation companies, is enhancing its services for e-commerce customers with delivery notifications and personalized options now available on WhatsApp. The integration of one of the world’s most popular instant messaging apps into the FedEx® Delivery Manager International (FDMi) e-commerce solution is being launched in nine markets in the Asia Pacific, Middle East and Africa (AMEA) region – Australia, Hong Kong, India, Indonesia, Malaysia, New Zealand, Philippines, Singapore and the United Arab Emirates (UAE).
FDMi is an interactive e-commerce delivery solution that provides customizable delivery options and alerts. E-tailers using the solution can offer their customers the ability to pick the timing and location of their deliveries to fit their schedule – and change the delivery address when the shipment is in transit – giving them extra flexibility at no extra cost.
The WhatsApp instant messaging social media platform has 2 billion active monthly users globally. Over 80% of the population over the age of 16 in Hong Kong, India, Indonesia, Malaysia, Singapore and the UAE uses the app regularly, making it the most favored social media platform in each market. It is also popular in Australia and New Zealand where it is used by around 40% of the population and by more than one in four Filipinos. Social messaging apps have a higher conversion rate compared to SMS messages and emails with some estimates putting this number to be as high as 15X-30X. With such high penetration in each market, the integration of WhatsApp into FDMi makes it a much more effective solution for shoppers.
“Our collaboration with WhatsApp, one of the most widely used communication platforms in the Philippines, is a huge step toward building a robust e-commerce ecosystem, where small businesses can conveniently access tech-driven solutions and keep up with the ever-changing business landscape. With just a few taps on their gadgets, end-customers can now smartly manage their e-commerce shipments depending on their needs, playing an important role in delivering customer satisfaction and overall online shopping experience“, said Maribeth Espinosa, acting managing director at FedEx Express Philippines.
Recipients expecting inbound deliveries receive a WhatsApp notification from FedEx upon shipment pickup. FedEx uses a META verified WhatsApp business account which helps to mitigate the risk of recipients responding to scams perpetrated on WhatsApp using the FedEx brand. Recipients can access tracking status and re-direct options with the click of a button directly in the WhatsApp chat window.
“We know that consumers have an increasing preference for personalized delivery services. Integrating social platforms of choice like WhatsApp into our digital solutions gives an added boost to the convenience we can offer to e-commerce customers,“ said Salil Chari, senior vice president, Marketing and Customer Experience, AMEA. “This service enhancement is another example of how we are working at the intersection of our digital and physical networks to create differentiated, customer-centric service experiences.“
The integration of WhatsApp into FDMi is a win-win for all participants in the e-commerce ecosystem. In an increasingly competitive online marketplace, FDMi helps e-tailers, especially SMEs, provide a differentiated service offer. Customers get more peace of mind through the traceability of their package on their mobile devices as well as an enhanced online shopping experience. It also helps FedEx minimize delivery attempts to recipients who may not be at home.
 FedEx research. What’s Next in E-Commerce: 6 Trends Shaping the Future. September 2022