WhatsApp Business App and Customer Retention of Thrift Vendors in Uyo Metropolis, Nigeria: A Conceptual Review

Digital communication platforms increasingly shape how micro-enterprises manage customer relationships, yet evidence on their role within Nigeria’s thrift retail sector remains fragmented. This article examines how WhatsApp Business can support customer retention among thrift vendors in Uyo, Akwa Ibom State. It adopts a narrative review design and synthesises literature on WhatsApp Business, social commerce, customer relationship management, thrift retailing and customer retention. The analysis is guided by the Technology Acceptance Model and Relationship Marketing Theory. The review indicates that business profiles, catalogues, status updates, broadcast lists, quick replies, automated messages and customer labels can improve product visibility, responsiveness, convenience, personalised communication and continuity of interaction. These mechanisms may strengthen satisfaction, trust, loyalty and repeat patronage when they are supported by reliable service and order fulfilment. However, limited digital competence, poor internet connectivity, time and personnel constraints, privacy concerns and competition for customer attention can restrict the platform’s value. The article argues that WhatsApp Business should be treated as a relationship-management tool rather than merely a channel for posting products. It recommends planned communication, prompt responses, customer segmentation, consent-based messaging, updated catalogues and practical digital training. The review contributes a context-specific framework linking strategic platform use with customer-retention outcomes among resource-constrained thrift vendors and identifies priorities for empirical testing in Uyo.