Case Study: Wow! Momo boosts direct orders and cuts commission costs with Gupshup WhatsApp commerce

Wow! Momo pioneers direct food ordering via WhatsApp

Wow! Momo, India's largest chain of branded momos, faced high commission fees from food delivery aggregators and had limited direct relationships with customers. Their app-first approach also created friction for users. To reduce this dependency and build a more seamless ordering experience, they partnered with the vendor Gupshup and its Conversation Cloud platform.

Gupshup implemented a comprehensive WhatsApp commerce solution that enabled end-to-end food ordering directly within the messaging app. This eliminated the need for customers to download a separate app. The results were significant, with 55% of all orders now coming through direct channels like WhatsApp and physical outlets. The strategy also built a database of 2.9 million opted-in users and achieved a 40% repeat order rate, dramatically reducing commission costs and strengthening customer loyalty.

Wow! Momo

Pankaj Arora

National Head of CRM & Martech