Shoppers read Viber five times as often as email.

Orders per message. In the same store and months, a Viber message was credited with 8 times the orders of an email at the median store, and Viber came out ahead in almost every store compared.

Attention is the difference. Shoppers read 74% of Viber messages and open 14% of emails. After the click there was no clear difference.

Viber vs SMS. At the 2026 prices stores pay through Releva, a transactional Viber message costs 53% less than an SMS, and a promotional one 670% more. Viber shows who read and who clicked; the SMS these stores sent rarely carried a tracked link.

Return per euro. Viber automations were credited with about 16 euros of revenue per euro spent, and about 5 at the promotional price. One-off promotional blasts take 91% of the Viber budget and were credited with 1.4 euros per euro.

Viber and Meta do different jobs. Neither won consistently in the stores that used both. Counted as orders in the store, Meta ads were credited with about 3.8 euros per euro at the median account. About half the orders email and Viber closed followed a visit from a Meta or Google ad in the 30 days before.

Method

Online stores in Bulgaria, October 2024 to September 2026. Orders as each store credits them to a message (last touch). Revenue, not profit. Not a controlled test. The full tables, the definitions and the sample are in the report.