Personalization and the strategic use of push notifications have become an increasingly powerful solution for increasing e-commerce sales.
Push notifications include reminders for maintaining contact, sales promotions, payment information, and service status updates. All of this creates personalized opportunities for interaction between businesses and customers.
One of the major innovations of the tool for 2025 is its integration with artificial intelligence (AI), which enables the mapping of consumer tastes and habits within the company's app or website, for example. This ensures that messages arrive at the right time and with content tailored to each consumer's interests. In other words, the brand's message tends to reach the consumer when they are most likely to open, read, and remain connected to the company's app or website. This enhances the effectiveness of campaigns, helping to boost sales.
But that's just one of the new developments related to this technology. In my view, here are the six main trends in push notifications for the coming year:
1 – Use of media (GIFs, images and videos): push notifications are evolving beyond simple informational texts, incorporating multimedia content such as GIFs, images and videos. This provides a more engaging user experience, highlighting the product or service being communicated and making the notification more interactive and attractive, increasing the chances of it being accessed by up to 45%, thus consolidating it as a powerful engagement channel.
2 – Interactive buttons: With the addition of buttons, push notifications offer direct action options, such as “Buy now”, “Learn more”, “Talk via WhatsApp” or “Add to cart”. This approach simplifies user interaction with the brand, reducing the number of steps to complete an action, such as making a purchase or accessing an offer. These buttons are also customizable with multimedia content, such as GIFs and images, generating a higher conversion rate.
3 – Artificial intelligence: the integration of AI into push notifications is becoming a dominant trend. AI can identify the best communication channel with the customer, such as WhatsApp, push notifications, email, or SMS, and optimize campaign targeting based on previous interactions. Furthermore, AI determines the ideal time to send the notification, increasing the chances of opening, responding, and engaging with the communication.
4 – Segmentation by groups: advanced tools allow for much more precise segmentation of customer profiles, using behavioral, demographic data and individual preferences. This makes it possible to group users into specific segments, such as purchasing habits, interests, interaction history, and even geographic location. With this segmentation, push notifications are sent in the right context and at the most opportune moment, which significantly improves the user experience.
5 – Encryption: Encrypted push notifications preserve privacy and ensure the security of exchanged information, preventing fraud and unauthorized access. This technology protects sensitive information, such as personal data and financial transactions, throughout the communication process. This feature is widely used by banks and companies in the financial sector, replacing channels such as SMS with encrypted push notifications.
6 – Centralization of communication through a “customer journey”: the automation, integration, and centralization of a company's communication channels with its audience are emerging trends. Unifying this entire flow on a single platform allows brands access to privileged information, data cross-referencing, and the adoption of strategies that foster close customer relationships, resulting in greater engagement with promotional push messages.
7- Retargeting: same logic as using WhatsApp, but via push notifications, which can be done through an app or a website.
Specifically regarding the centralization of communication. After checking out on the website, the customer can receive a message on WhatsApp or email, or even an audio message from the company's CEO thanking them. This generates satisfaction. Later, when they receive a promotional push notification, the customer will be more likely to open it. This solution integrates the entire customer journey flow, automating it into a single platform.
In conclusion, these innovations demonstrate the growing impact of technology on the global stage, with companies from various sectors seeking more efficient and personalized solutions for sales in virtual environments. In such a competitive market, assertive and efficient communication emerges as a decisive differentiator, and technological resources for such processes prove indispensable.
