Luca Borreani is the CMO and Co-founder of ZipChat AI, who are helping eCommerce brands embrace Agentic Commerce.

In this episode, Luca shares how eCommerce brands are using WhatsApp and AI to recover lost revenue, turn abandoned carts into conversations, and scale customer engagement without adding pressure to support teams.

Dive in:

[07:07] "Optimizing Abandoned Cart Conversations"

[08:58] "Conversational Abandoned Cart Strategy"

[13:39] WhatsApp Newsletter Strategy Insights

[15:27] Personalized Customer Engagement Strategies

[19:10] "AI Success Requires Structured Content"

[21:59] Insider Tips from Luca!

Treat WhatsApp as a conversation, not a campaign

WhatsApp works because it feels personal. Customers use it to talk to people they trust. That means brands must stop treating it like email or SMS. The best results come from starting a conversation, not pushing a discount. Asking why someone abandoned a cart opens the door to engagement. This approach drives higher replies and stronger conversions.

Use AI to scale revenue recovery without adding workload

WhatsApp generates fast replies and high response rates. That quickly becomes impossible to manage manually. AI allows brands to handle hundreds of conversations at once without delays. It can answer questions, handle objections, and offer incentives safely. This makes revenue recovery scalable without overwhelming customer service teams.

Your website data determines how well WhatsApp AI performs

AI is only as good as the information it learns from. Clear product pages, pricing, and FAQs are essential. Well-structured content helps AI respond accurately and stay on brand. Poor content leads to weak conversations and missed sales. For eCommerce teams, fixing site content is a revenue lever, not just a UX task.

Takeaways:

• WhatsApp is more than just a messaging app—it's how modern brands build real, one-on-one customer relationships. Treat it as personal as you would a text from family and your conversions will soar.
• Don't treat WhatsApp like email. People expect authenticity and conversation, not cold marketing messages. A genuine "How can we help?" goes much further than "Here's 20% off".
• The secret to revenue recovery isn't discounts—it's listening. When you ask shoppers why they abandoned their cart, you get insight and loyalty, not just transactions.
• AI-powered conversations can feel natural and human, but only if you give the AI rich information. "Garbage in, garbage out." Your brand voice and data matter.
• Feedback is gold. The best brands use AI to analyze chat conversations, spot pain points, and adapt quickly—turning abandoned carts into loyal fans.

Find the notes here: https://keepopt.com/289

Sponsored by: Kwik Engage by GoKwik find out more: https://keepopt.com/kwikengage

Lisa Wendland has spent the last 15 years getting DEEP into what works in digital marketing and operations both in eCommerce and beyond. In 2021 she joined omnichannel agency Blue Wheel to both improve ROI for clients and speed up internal production, managing over $2 billion in client ad spend across Amazon, Walmart, and D2C.

In this episode, Lisa breaks down the 4 essential steps to GEO success and explains how eCommerce brands can win visibility in an AI-powered search world. If you want ChatGPT, Perplexity, and Google’s AI Overview to recommend your products in 2026, this is the episode you don’t want to skip.

Dive in:

[04:05] From Mortgages to eCommerce Insights

[10:09] "AI-Driven SEO and Trust"

[12:01] "Targeted, Authoritative Content Matters"

[16:44] "Optimizing Content for Chat GPT"

[19:57] Optimizing Site Speed & Crawlability

[22:48] "AI Prioritizes Brand Over Pages"

[24:33] Insider Tips from Lisa!

Fix Your Technical Foundation

Your site must be fast, clean, and easy for AI systems to read. This includes strong Core Web Vitals, quick load times, and a structure that helps bots crawl every page. Remove old, broken, or orphaned pages that confuse search engines. Make sure key details are in text, not hidden inside images. Without this technical base, AI tools will not trust or recommend your brand.

Build a Smart Content Strategy

Your content now needs to answer real customer questions in a clear and specific way. Add detailed product information and FAQs directly on product pages. Create supporting content like blogs and guides that link tightly back to your best sellers. Focus on the problems your customers want to solve, not generic SEO copy. This gives AI engines the context they need to recommend your products.

Strengthen Trust and Brand Visibility

AI tools use trust signals to decide which brands to recommend. This includes PR mentions, backlinks, expert endorsements, and consistent branding across your site. Reviews and user proof also help establish authority. Every signal works together to show AI that your brand is credible and safe to promote. The stronger your authority, the more often your products appear in AI-driven results.

Treat Generative AI as a New Channel

AI search is not a trend—it is a new distribution channel. Think of it like TikTok or Amazon search in their early days. Brands that move early will win visibility that compounds over time. Keep testing and learning as platforms like ChatGPT, Perplexity, and Google evolve. The goal is to position your products where customers now ask for recommendations: inside AI conversations.

Takeaways:

• “AI doesn’t see your brand the old Google way—it looks for trust, clarity, and cohesion. Get your foundation right, tidy up your site, and show your expertise. The future is about being seen as credible and human.”
• “SEO isn’t just keywords now. AI engines want real authority, clear branding, and stories behind your products. Clean up your site, add FAQs on product pages, and connect all the dots for true visibility.”
• “Customer acquisition is evolving fast. Early adopters of GenAI as a channel are winning. Make your brand the obvious, trustworthy choice by optimising content and technical setup before it’s too late.”
• “Don’t chase every new tactic—really get to know your customer. AI and SEO success comes with patience and consistency. Build your strategy on foundation, optimize, then watch results compound.”
• “Competing in AI-powered search means treating it like you would any new channel. Maybe it’s not mysterious, just methodical. Get site speed, schema, and content locked down—then let your brand story shine.”

Take the Launch Growth Diagnostic >>> https://keepopt.com/launch

Find the notes here: https://keepopt.com/288

Jaye is the CEO and Founder at Launch, a B Corp performance marketing agency powered by happiness. For the last 13 years they’ve been helping brands grow long term, by mixing smart data and creative thinking. Clients include Weird Fish and Iceland Air.

In this episode, Jaye shares why brand clarity and customer understanding now sit at the heart of effective acquisition. You’ll learn how to break out of channel-focused thinking and start building marketing that creates real demand, loyalty, and long-term growth.

Dive in:

[06:11] Brand Strategy & Business Clarity

[10:05] "Unified Brand and Performance Strategy"

[14:20] "Top Funnel Focus in Marketing"

[17:00] Cohesive Teams Drive Customer Loyalty

[18:48] Customer Insights for Brand Growth

[24:12] Customer Acquisition Strategies Unveiled

[25:00] Insider Tips from Jaye!

A strong brand drives cheaper and more effective acquisition

Many brands are still relying on bottom-of-funnel ads to “harvest intent,” but that approach is getting more expensive and less effective. A clear and meaningful brand makes customers feel something, and that emotional connection increases conversion and retention. When your creative and messaging reflect what the brand stands for, customers are more likely to buy at full price and stay longer. This approach builds salience in the zero-click world where customers may discover you without ever visiting your site. Brand clarity gives you compounding returns that short-term discount campaigns can’t deliver.

Break down silos — brand and performance must work as one team

Many eCommerce orgs have separate brand teams and performance teams. This leads to fragmented messaging, wasted media spend, and inconsistent customer experience. The best results come when both teams share goals, language, insights, and feedback loops. Every campaign should both drive results and build brand memory at the same time. The companies that integrate product, creative, customer insights, and performance will outperform the ones that don’t.

Customer insights are worth more than attribution models

Attribution is messy, incomplete, and often misleading. Instead of obsessing over which ad “gets credit,” smart eCommerce operators are talking directly to customers. Focus groups, informal interviews, ambassador programs, and real-world observation reveal motivation and sentiment that dashboards can’t measure. This intel should shape product development, messaging, and creative strategy. The brands closest to their customers will build loyalty faster and cheaper than those relying only on analytics.

Takeaways:

• Brand matters more than ever. When every team—from product to marketing—lives and breathes the brand strategy, magic happens. Cohesive culture is your growth superpower.
• Top-down brand strategy doesn’t work unless leadership really understands and LOVES their customers. Culture starts in the boardroom, grows through every employee, and is felt by every customer.
• Bring everyone into the room. Product, marketing, agency—work through real business challenges together. When people connect across silos, brand and performance thrive.
• Retaining customers isn’t just about discounts or campaigns. It’s about building lasting emotional resonance with your brand. Loyalty flourishes when your culture is authentic and the brand is lived daily.
• Perfect data doesn’t exist. Embrace a learning culture—focus on curiosity, staying close to your customers, and not being afraid to blend data with intuition. That’s where true brand value is unlocked.

Take the Launch Growth Diagnostic here: https://keepopt.com/launch

Find the notes here: https://keepopt.com/287