Magalu's WhatsApp da Lu Tops R$100 Million in Sales in Eight Months
WhatsApp da Lu, Magalu's AI commerce tool that lets customers buy from start to finish inside WhatsApp, topped R$100 million in sales in eight months of operation, with 7.7 million unique users and conversion three times higher than the company's existing digital channels.
The R$100 Million Milestone
WhatsApp da Lu, Magalu's AI commerce tool, crossed R$100 million in sales in July 2026, eight months after its November 2025 launch, according to reporting from Portal da Propaganda and Business Moment. The project was built entirely by Luizalabs, Magalu's technology and innovation arm, in technical cooperation with Meta, WhatsApp's owner, along with Google and consulting firm Bain & Company.
Buying Start to Finish, Without Leaving the Chat
The tool lets customers complete the entire purchase process inside WhatsApp, from product search and recommendations to payment and post sale tracking, according to Mundo do Marketing. Magalu describes the project as a world pioneer in using AI to guide the entire buying process inside a messaging app, with no app download or separate platform sign up required.
The Numbers Behind the Result
Since launch, WhatsApp da Lu has been used by 7.7 million unique users and posted conversion rates three times higher than Magalu's existing digital channels, with a satisfaction score (NPS) of 84.5, according to Business Moment and Portal da Propaganda. The initial rollout, in November 2025, was limited to 1 million of the company's recurring customers with a minimum history of ten purchases a year, and was tested by more than 1 million users right out of the gate.
A Decades Old Idea That Finally Worked
According to NeoFeed, the idea of selling start to finish inside WhatsApp had been described internally at Magalu as a decades old dream, one that only became viable once AI models advanced enough to carry a full sales conversation, understand context, and make decisions within preset business rules, without relying on a rigid scripted flow.
Why This Case Carries More Weight Than Any Imported Slide
For Brazilian agencies and SMBs that sell or support customers over WhatsApp, Magalu's result works as real scale proof of concept: one of the country's largest retailers validated that conversational AI can not just assist, but close a full sale, payment included, inside the channel Brazilian consumers already use all day. Citing R$100 million in sales generated inside WhatsApp is likely to land better, when pitching an automation project, than any translated international case study.
What's Clear
WhatsApp da Lu's success reinforces a trend already visible at other major Brazilian retailers and apps: WhatsApp has stopped being just a service channel and become a full sales channel, with AI guiding the customer from initial interest to payment. For companies smaller than Magalu, the lesson is not to replicate the scale, but the principle: cutting the number of steps between a customer's question and a closed sale tends to be worth more than adding yet another isolated communication channel.