Consumers today want faster, easier, and more personalized ways to shop. With the growth of voice assistants like Alexa and Siri and the wide use of chat apps such as WhatsApp and Facebook Messenger, a new trend has emerged: conversational commerce. This is where buying decisions happen not on websites or apps, but through conversations—using chatbots, messaging platforms, or voice commands.
- What is Conversational Commerce?
- Why Conversational Commerce Is Gaining Traction
- Real-World Examples of Conversational Commerce
- How Conversational Commerce Works
- Platforms and Tools for Implementing Conversational Commerce
- How Brands Can Implement Conversational Commerce
- Benefits of Conversational Commerce
- Voice Assistants in Sales Conversion
- Privacy, Trust, and Compliance
- Challenges to Overcome
- The Future of Conversational Commerce
- References
According to Juniper Research (2023), global spending via conversational commerce is expected to rise from $41 billion in 2021 to $290 billion by 2025. As artificial intelligence (AI) and natural language processing (NLP) improve, conversational interfaces are becoming essential to customer engagement and online sales.
This article explains how conversational commerce works, explores real-world applications, and offers a roadmap for brands aiming to turn conversations into conversions.
What is Conversational Commerce?
Coined by Uber’s Chris Messina in 2015, conversational commerce refers to the intersection of messaging apps and shopping. It enables users to browse, ask questions, and even make purchases through real-time dialogues with chatbots or voice assistants.
Channels for conversational commerce include:
- Voice assistants (e.g., Google Assistant, Siri, Alexa)
- Chatbots on websites or apps
- Messaging platforms (e.g., WhatsApp, Facebook Messenger, Telegram)
- Live chat tools integrated with CRM and e-commerce systems
The goal is to make the customer experience more natural, interactive, and efficient, while reducing the steps between search and purchase.
Why Conversational Commerce Is Gaining Traction
1. Ubiquity of Messaging Platforms
Messaging apps are now the most-used digital platforms globally. WhatsApp alone has over 2.8 billion users, while Facebook Messenger has nearly 1 billion users (DataReportal, 2024). These channels are where customers prefer to engage—so brands must meet them there.
2. Smart Speaker Adoption
Smart speakers like Amazon Echo and Google Nest are present in over 35% of U.S. households (Statista, 2024). Consumers now use voice for product search, reordering items, and checking delivery status.
3. 24/7 Customer Support
AI-powered chatbots offer instant, round-the-clock responses. Research by Salesforce (2024) found that 65% of consumers expect brands to respond in real time. Conversational tools meet this expectation at scale.
4. Increased Conversion Rates
Chatbots and voice interfaces reduce friction in the buying process. According to Gartner (2023), brands that implement conversational commerce report a 20–40% improvement in conversion rates compared to static interfaces.
Real-World Examples of Conversational Commerce
Domino’s Pizza
Customers can order pizza by voice through Amazon Alexa. A simple command like “Alexa, order my usual from Domino’s” initiates a seamless purchase using past order history.
Sephora
Sephora’s Messenger bot helps customers book beauty consultations, try tutorials, and receive product suggestions. It has helped increase appointment bookings by 11% (Sephora, 2023).
1-800-Flowers
This brand allows users to order flowers via Messenger or Alexa without visiting a website. Their adoption of conversational commerce increased repeat purchases and simplified the customer journey.
How Conversational Commerce Works
Here’s an example of how a conversation-led purchase might work:
Customer: “I’m looking for a red dress under $100.”
Bot: “Here are 3 red dresses that match your budget. Would you like more details?”
Customer: “Yes, show me the cotton one.”
Bot: “This dress is 100% cotton, available in size M. Want to order it?”
Customer: “Yes, place the order.”
Bot: “Done! It’ll arrive in 3 days.”
The process is interactive, quick, and intuitive—creating a better shopping experience than traditional navigation-based e-commerce.
Platforms and Tools for Implementing Conversational Commerce
Chatbot Platforms
- ManyChat: Supports Messenger, Instagram, and WhatsApp automation.
- Tidio: Integrates with Shopify and WooCommerce.
- Intercom: Combines chatbot and live chat for customer support.
- Chatfuel: Helps build no-code bots for Messenger and Telegram.
Voice Assistant Development
These platforms enable businesses to create voice-enabled apps for shopping, ordering, and customer service.
E-commerce Integrations
Most major e-commerce platforms now support chatbot plugins:
- Shopify Chat and Messenger
- WooCommerce Facebook Messenger Extension
- Magento LiveChat and WhatsApp integrations
These tools connect your chatbot with product catalogs, payment systems, and CRM data.
How Brands Can Implement Conversational Commerce
1. Start with Customer Pain Points
Use chatbots to solve problems like slow support, confusing navigation, or unanswered FAQs. Build automated responses for common queries.
2. Focus on Conversational Design
Map out natural conversation flows. Write scripts that sound human, and test how the bot or voice assistant responds in different scenarios.
3. Add Payment Capabilities
Use secure integrations like Stripe, PayPal, or Apple Pay to allow users to complete transactions directly in the chat interface.
4. Personalize the Experience
Use AI to recommend products based on browsing or purchase history. The more personalized the conversation, the higher the chance of conversion.
5. Track Metrics and Optimize
Measure success using:
- Chat engagement rate
- Response and resolution times
- Cart abandonment rate
- Customer satisfaction scores (CSAT)
Tools like Intercom and Google Analytics can help monitor and improve chatbot performance.
Benefits of Conversational Commerce
| Benefit | Impact |
| Instant response | Reduces bounce and wait times |
| 24/7 support | Increases satisfaction and loyalty |
| Personalized recommendations | Boosts conversion and average order value |
| Simplified checkout | Reduces friction and cart abandonment |
| Cost-effective scaling | Handles thousands of queries without extra staff |
According to PwC (2023), 72% of consumers would switch to a competitor if the buying experience feels too difficult. Conversational commerce directly addresses this pain point.
Voice Assistants in Sales Conversion
Voice assistants can now do more than search—they can:
- Compare products (“Compare iPhone 15 to Samsung S24”)
- Track packages (“Where is my Zara order?”)
- Place reorders (“Order toilet paper from Amazon”)
- Book services (“Schedule a haircut for Friday at 3 PM”)
For brands, developing voice experiences that reduce the steps from query to purchase leads to higher engagement and retention.
Privacy, Trust, and Compliance
As these systems collect personal data, privacy must be prioritized. Best practices include:
- Obtain consent for data use
- Provide opt-in/opt-out choices
- Encrypt conversations and payment details
- Follow global standards like GDPR, CCPA, and PDPA
Neglecting privacy can erode trust. A report by Cisco (2023) found that 76% of consumers won’t buy from a brand they don’t trust with their data.
Challenges to Overcome
- Over-reliance on automation can frustrate users when bots can’t escalate to human agents.
- Language limitations may make bots ineffective in multilingual markets.
- Integration issues between bots and back-end systems can delay orders or create gaps.
- Tone and voice consistency are critical; inconsistent branding across chat and voice can confuse customers.
The Future of Conversational Commerce
Looking ahead, conversational commerce will evolve to include:
- AI avatars that combine voice, visuals, and gestures
- Multilingual, real-time translation for global commerce
- Voice-enabled AR shopping (e.g., “Show me how these glasses look on my face”)
- Emotionally aware AI that adjusts responses based on tone or sentiment
With advances in generative AI, the future conversation may not just be transactional—but truly intelligent and engaging.
Note
Conversational commerce is redefining the way consumers shop. From voice assistants in the home to chatbots in mobile apps, customers now expect fast, helpful, and personalized conversations that lead to purchases.
For businesses, this means building the right infrastructure—chatbots that solve problems, voice apps that guide users, and AI that personalizes every interaction. Done right, every customer conversation becomes a revenue opportunity.
More Read
References
Cisco. (2023). 2023 Consumer Privacy Survey. https://www.cisco.com
DataReportal. (2024). Global Digital Overview 2024. https://datareportal.com
Gartner. (2023). Conversational AI in Customer Experience. https://www.gartner.com
Juniper Research. (2023). Conversational Commerce Market Forecasts 2021–2025. https://www.juniperresearch.com
PwC. (2023). Customer Loyalty and Experience Trends. https://www.pwc.com
Salesforce. (2024). State of the Connected Customer. https://www.salesforce.com
Sephora. (2023). AI-Driven Chatbot Case Study. https://www.sephora.com
Statista. (2024). Smart Speaker Penetration in U.S. Households. https://www.statista.com
