Commerce Actions
Commerce Actions let you turn any customer conversation into a shopping experience. Without leaving the inbox, you can share product recommendations, help customers choose the right size or color, review what is in their cart, and create an order on the spot — complete with a checkout link sent straight to the customer.
How It Works
When a customer asks about a product, you open the commerce action menu, search your catalog, and send beautifully formatted product cards directly into the chat. If the customer wants to compare sizes or colors, you send variant options. When they are ready to buy, you create an order and Fyncall delivers a confirmation with a checkout link — all in seconds.
Commerce Actions are available when you are in Human mode — meaning you have taken over the conversation from the AI agent. Take over the conversation first, then use commerce actions to assist the customer.
Channel Availability
Commerce Actions are designed around the native capabilities of each messaging platform. The experience adapts to what each channel supports best.
| Feature | Web Widget | ||
|---|---|---|---|
| Send Products | Interactive cards with image, price, and action buttons | Swipeable carousel with product images and buttons | Rich product carousel with Add to Cart |
| Send Variants | Tappable list the customer scrolls through | Text list with numbered options | Interactive variant selector |
| View Cart | Available | Available | Available |
| Create Order | Order confirmation sent in chat | Order confirmation sent in chat | Order confirmation sent in chat |
| Checkout Link | Tappable link with URL preview | Tappable link | Clickable button |
Each channel renders products in the format that feels most natural to customers on that platform. WhatsApp uses interactive button messages, Instagram uses carousels, and the Web Widget uses rich visual cards. You do not need to worry about formatting — Fyncall handles it automatically.
Accessing Commerce Actions
You will find commerce actions in the chat input area at the bottom of any conversation. Click the + (more actions) button to reveal the commerce menu.
The menu includes four actions:
| Action | Icon | What It Does |
|---|---|---|
| Send Products | Shopping bag | Browse and send product cards to the customer |
| Send Variants | Color palette | Send size, color, or option choices for a specific product |
| View Cart | Shopping cart | See what the customer currently has in their cart |
| Create Order | Receipt | Build and place an order on behalf of the customer |
Send Products
Sending products is the most common commerce action. When a customer asks about a product, you can share beautifully formatted product cards that include an image, name, price, and action buttons — right in the chat.
How to Send Products
- Click the + button in the chat input area
- Select Send Products from the menu
- A product browser opens showing your in-stock catalog
- Search by name to find what you need
- Select up to 10 products by clicking on them
- Optionally type an intro message (for example, "Here are some options based on what you described!")
- Click Send Products
The selected products are delivered to the customer immediately. In the conversation feed, you will see a product card display showing what was sent, along with a badge marking it as a product message.
How Products Appear to Customers
The product presentation adapts to the customer's channel:
WhatsApp — Each product is sent as its own interactive message with a product image at the top, the product name and price in the body, and two tappable buttons: View Details and Add to Cart.
Instagram — Products are grouped into a single swipeable carousel. The customer can swipe left and right through product cards, each showing an image, title, price, and action buttons.
Web Widget — Products appear as a rich horizontal carousel with images, prices, sale badges, stock indicators, and an Add to Cart button that updates dynamically (showing loading, added, or out of stock states).
You can send up to 10 products at once. If you are not sure what the customer wants, send a curated selection and let them browse. The product selector only shows in-stock items, so you never have to worry about recommending something that is unavailable.
Send Variants
When a customer is interested in a specific product but needs to choose a size, color, or other option, you send variants. This gives the customer a clear list of available options with prices so they can pick exactly what they want.
How to Send Variants
- Click the + button in the chat input area
- Select Send Variants from the menu
- A two-step selector opens:
- Step 1 — Choose the product (only products with multiple variants are shown)
- Step 2 — Select which variants to send (or send all in-stock variants)
- Check the variants you want to include (up to 10)
- Click Send Options
How Variants Appear to Customers
WhatsApp — Variants appear as an interactive list message. The customer sees a message like "Choose your preferred option for Blue Running Shoes" with a Select Option button. Tapping it reveals a scrollable list of variants showing the option name and price. The customer taps their choice to select it.
Instagram — Variants are presented as a numbered text list. The customer sees each option with its price and can reply with the number of their preferred choice.
Web Widget — Variants display as a rich interactive selector where the customer can browse options, see stock levels, and select directly.
What Variant Information Is Shown
Each variant in the list includes:
| Detail | Example |
|---|---|
| Option name | Black / Size 9 |
| Price | $49.99 |
| Stock status | In stock, Low stock, Out of stock |
| Compare-at price |
Only in-stock variants are shown to customers by default. Out-of-stock options are filtered out so the customer never selects something you cannot fulfill.
View Cart
The cart viewer lets you see what a customer has added to their cart, helping you provide informed recommendations or assist with checkout.
How to View a Cart
- Click the + button in the chat input area
- Select View Cart from the menu
- A modal opens showing the customer's cart contents
The cart display includes:
- Product images and names
- Selected variants (size, color, etc.)
- Quantities
- Line item prices
- Cart subtotal and total
Abandoned Cart Tracking
In the right panel of the conversation, under the customer's info, you will find an Abandoned Carts section. This shows any carts the customer has started but not completed, along with their status:
| Status | Meaning |
|---|---|
| Pending | Cart is active but checkout has not been completed |
| Reminder Sent | A recovery reminder has been sent to the customer |
| Converted | The customer completed the purchase |
| Recovered | The cart was recovered through a follow-up |
| Expired | The cart is no longer active |
Each abandoned cart card shows the items, total value, and a View Checkout link that takes you to the customer's checkout page.
Create Order
When a customer is ready to buy, you can create an order on their behalf without them needing to go through a full checkout process. This is especially useful for phone-based sales, customer service resolutions, or when a customer is having trouble completing checkout on their own.
Order Creation Flow
How to Create an Order
- Click the + button in the chat input area
- Select Create Order from the menu
- A two-step wizard opens:
Step 1 — Select Products
- Search your catalog by product name
- Click a product to see its variants
- Choose the variant (size, color, etc.) and set the quantity
- Add more items by going back to the product list
- Your running order is displayed at the bottom
Step 2 — Review and Confirm
- Review every item with variant, quantity, and line total
- Enter an optional discount code if the customer has one
- Add optional order notes (internal or for the customer)
- Toggle Send confirmation to customer (enabled by default)
- Click Create Order
What the Customer Receives
When you create an order with the confirmation toggle enabled, the customer receives a message in the conversation that includes:
- Order number
- List of items ordered with quantities and prices
- Order total
- A checkout link they can tap to complete payment
The confirmation message is formatted for the customer's channel — WhatsApp shows a text message with a tappable checkout URL, Instagram sends a similar confirmation, and the Web Widget displays a rich order card.
Orders created through Quick Order are recorded in Fyncall and the customer receives a checkout link to complete payment. Make sure the items and quantities are correct before confirming, as the order is placed immediately.
How Products Look in the Conversation
After you send products, variants, or create an order, the messages appear in your conversation feed with visual indicators so you can quickly identify commerce actions at a glance.
| Message Type | What You See in the Feed |
|---|---|
| Products | Up to 4 product cards with thumbnails and prices. If more than 4 were sent, a "+X more products" indicator appears. |
| Variants | A list of variant options with prices, labeled with the product name. |
| Order Confirmation | Order details with the order number, items, and total. |
Each commerce message also shows a colored badge indicating the type:
- Products badge on product card messages
- Variants badge on variant selection messages
- Cart badge on cart-related messages
Best Practices
-
Lead with products, not links. Sending a product card is far more engaging than pasting a URL. Customers can see the image, price, and tap a button to act — all without leaving the chat.
-
Send fewer, better recommendations. You can send up to 10 products, but 3 to 5 well-chosen options usually perform better. Tailor your selection to what the customer asked for.
-
Use variants when the customer is close to buying. If a customer says "I like this shoe but what sizes do you have?", send variants. It eliminates back-and-forth and moves them toward a purchase.
-
Add an intro message. When sending products, include a short personal note like "Based on what you described, I think you'll love these options!" It makes the interaction feel human, not automated.
-
Toggle confirmation off for internal orders. If you are creating an order for a return replacement or an internal test, you can disable the customer confirmation to avoid confusing the customer.
-
Check the cart before creating an order. Use View Cart to see if the customer already has items in their cart. This avoids creating duplicate orders.
-
Match your approach to the channel. On WhatsApp, customers expect quick, visual messages. On Instagram, carousels work naturally. Let the channel's native format do the heavy lifting.
Commerce Actions and the AI Copilot complement each other perfectly. Use the Copilot to look up order history or get product recommendations, then use Commerce Actions to send those products to the customer — all without switching tools.
What's Next?
- AI Copilot — Get AI-powered help looking up orders, drafting replies, and suggesting next steps
- Replying to Customers — Compose messages, attach files, and use quick replies alongside commerce actions
- Managing Conversations — Learn how to take over, assign, and resolve conversations