For E-commerce & Retail

Turn DMs into orders before the tab closes

Shoppers ask one question and buy where the answer comes first. BM CRM replies on WhatsApp, Instagram and Messenger in seconds, follows up with hesitant buyers automatically, and reports real purchases back to your ad platforms.

Instant product answers Hesitant buyers recovered Real sales back to ads
Instagram · 4:20 PMAI · your catalogue
Do you have the beige abaya in medium?
Yes, medium is in stock. Want me to reserve it and send the link?
Yes please 🙌
Order placed from chat
What it looks like

A size question at 9:05pm, an order before the tab closes

Availability and delivery answered from your own catalogue, the hesitation handled in the same thread, and the sale reported back to the ad that started it.

WhatsApp · Sunday 19:26AI · your returns policy
The ankle boots came Friday but the 6 is too tight. Can I swap for a 7, and who pays the postage back?
The 7 is in stock and I have set one aside for you. Online orders carry a 14-day cancellation right from the day the goods arrive, and on an exchange the shop covers the return postage — the label is in this thread now.
Same price though? I paid in three.
Same boot, same £68.00 including VAT, and the two remaining payments carry over untouched. The 7 goes out on the next working day, as soon as the 6 is scanned in on its way back.
Exchange raised against the original order · the 14-day clock is recorded from the delivery date, not the order date
Size 7 held · the reason for the swap sits on the contact, so buying can see the 6 runs small
The gap, in your world

The cart is full. The question is unanswered

Nothing here is a stock problem or a pricing problem. It is an answering problem, and it happens after hours.

  1. 9:05 PMA shopper DMs to ask whether the jacket runs small and when it would arrive.
  2. 9:07 PMNo answer yet, so she opens two other shops that sell something similar.
  3. 9:20 PMOne of them replies. The question was never really about the jacket — it was about who felt safe to buy from.
  4. 10:00 AMYour team answers the DM. The order went somewhere else eleven hours ago.
How it works for a shop

From the DM to a paid order

  1. 01The question arrives from wherever they saw you.An Instagram DM, a comment under an ad, WhatsApp or your website — in one inbox, with their previous orders beside the thread.
  2. 02The AI answers from your catalogue.Sizes, availability, delivery times and prices from the knowledge base you loaded, in their language, in seconds.
  3. 03Hesitation gets a second chance.A shopper who asked and vanished is followed up politely and automatically, and the sequence stops the moment they reply or buy.
What it changes

Three things the shop feels this month

Public interest turned into orders

Comments under your ads get an instant on-brand reply, and the person who asked moves into a DM where a real answer fits. On a busy campaign the comment section is where most of the intent sits — and it is the part most shops leave unanswered in public.

Comments · restock adpublic reply, private link
H
Hannah

is this one on pay in three? 👀

↳ It is — three payments at the checkout, nothing added. Link is in your inbox, Hannah 💬
D
Dev

can I collect from the Leeds shop rather than pay delivery?

↳ Yes — click and collect in Leeds, ready the next working day 📦
M
Marie C.

Ordered Tuesday, still no dispatch email. Not impressed.

↳ That one is ours to fix, Marie — Priya has your order open and will come back to you here.
Each commenter becomes a contact under that exact ad · the complaint went to a named person instead of an automatic answer

The second conversation you never had time for

Most people who ask a question and disappear are not lost, they are busy. A polite follow-up a day later — stopped instantly if they reply — recovers the orders that used to sit in an unread DM until the interest died.

Ads that learn what actually sold

Purchases report back to Meta, TikTok and Snapchat with their value, so optimisation chases revenue instead of add-to-carts. Two campaigns with the same cost per click rarely have the same cost per order, and this is what makes that visible.

How to compare

What to look for in a CRM for a shop

Ask these of any vendor, us included. Social selling lives or dies on the first reply.

  1. How fast is the first answer?Ask what reaches a shopper who asks at 9pm. Anything slower than a minute is competing with a shop that answered in seconds.
  2. Where do product answers come from?Ask which file the AI may answer from. Invented stock or delivery promises cost more than a lost sale — they cost the review.
  3. Are comments covered, not just DMs?Ask whether comments on ads get replies and whether that can move the person into a private conversation.
  4. Do sales reach the ad platforms with value?Ask whether purchase events carry the order value, and whether the same order can report twice.
  5. Is one shopper one record?Ask what happens when the same person messages on Instagram and WhatsApp — one contact with one history, or two leads with half a story each.
What you can count on

Guarantees, not good intentions

Each of these is enforced in the product, on every conversation, whatever anyone configures.

Stock and delivery answers come from youThe AI answers from your catalogue knowledge base. What is not in there is flagged to your team rather than promised to a customer who will hold you to it.
A follow-up stops when they answerEvery sequence step is skipped the moment the shopper replies or orders, so nobody is chased for something they already did.
Offers only reach customers who opted inConsent is checked inside the send, and STOP is honoured instantly — only the customer can reverse it.
One order reports oncePurchase events are keyed per order, so a retry or a re-save can never inflate what a campaign appears to have sold.
FAQ

Questions people ask before they buy

Can it answer from our product catalogue?

Yes, load your products, prices and policies into the knowledge base; the AI answers only from it.

Does it handle Instagram comments?

Yes, comments on ads and posts get automatic on-brand replies, and DMs land in the shared inbox.

Can we message past customers about a new collection?

Yes, approved-template broadcasts to your opted-in customers, with delivery and reply tracking.

How do ads know what sold?

Won deals report back to Meta, TikTok and Snapchat automatically, matched to the ad that brought the customer.

Can it answer product questions?

Yes — sizes, availability, delivery and prices from your catalogue knowledge base, in seconds, in the shopper's language.

Are comments on ads covered?

Yes. Comments get an instant on-brand reply and the person can be moved into a DM where a real answer fits.

What happens to a shopper who asks and disappears?

A polite follow-up goes out later, and it stops the moment they reply or order.

Do sales reach the ad platforms?

Yes — purchases report back to Meta, TikTok and Snapchat with their value, exactly once per order.

Stop losing customers while you sleep.

Switch on BM CRM and turn every enquiry, from every channel you run, into a booked appointment, starting today.

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