Too many eCommerce merchants and businesses looking to sell their products online, or invest in Facebook Ads or other digital media have the immediate expectation of online sales.
It just doesn't happen that way. Customers need more information before they buy products, especially from businesses they don't have a relationship with.
The data shows that consumers of online products need to see it 3-5 different times in different places before they pull the trigger.
If a Facebook Ad generates a customer question via Facebook Messenger, that is a sales lead for an online sale. It's a chance for a business to build a one-on-one relationship with a consumer and to convert sales.
This is why businesses need to think of Facebook Messenger messages as conversions for their eCommerce stores.