July 22, 2026
WhatsApp Became Magalu's Most Profitable Store
Magalu turned its brand character Lu into an AI seller on WhatsApp and reached R$ 100 million in sales in eight months, with conversion three times higher than the app.
R$ 100 million in sales in eight months, and the channel was not the Magalu website or app. It was a WhatsApp number.
Magalu took Lu, the brand's spokesperson for years, and turned the character into a salesperson. A customer sends a message asking for a sneaker, she compares models, pulls up the purchase history by phone number, and closes the sale without leaving the conversation. Conversion three times higher than the traditional app. NPS of 84.5, compared to 78 for Magalu as a whole. 7.7 million unique users in less than a year.
Magalu bet on what it already had of most value: an identity built over years and WhatsApp's presence in everyday Brazilian life. The tool did not create new demand. It amplified a relationship that already existed.
For those working in product, one observation is worth noting: CEO Fred Trajano himself admitted that the economics of the operation still depend on unproven assumptions. Every message costs Meta money, and every model call costs tokens. No one declared victory before closing that tab.
Satisfaction metrics are easy to celebrate, but unit economics decides whether the project survives the next year. Magalu is calculating both at the same time, and that is rare.
Sources: Brazil Journal · Business Moment