Conversational commerce
What is Conversational Commerce?
Conversational commerce is the use of real-time, interactive communication tools such as messaging apps, chatbots, voice assistants, and SMS) to support and drive online sales. Sometimes referred to as conversational marketing or chat commerce, this approach allows brands to engage with customers in a more personal, dialogue-driven way, often through platforms like WhatsApp, Facebook Messenger, or Apple Business Chat, as well as on-site live chat and AI-powered chatbots. At its core, conversational commerce blends customer service with the sales experience. By using natural, two-way interactions, businesses can help guide customers through the buying process, answer questions in the moment, offer tailored product recommendations, and even complete transactions within the conversation itself.
How Does Conversational Commerce Work?
Rather than relying solely on traditional product pages or static email campaigns, conversational commerce creates dynamic, personalised experiences at key moments in the customer journey. For example, a shopper might ask a question about sizing via a website chatbot, receive a product suggestion in a messaging app, or complete a purchase using voice commands with a smart speaker. Brands can also send personalised text messages with product updates, order confirmations, or reminders, helping to increase engagement and drive conversions. This approach not only improves convenience for shoppers, but also makes the overall experience feel more human and responsive. When done well, it can shorten the path to purchase and reduce friction, particularly on mobile where instant interactions are key.
Why Is It Important?
Conversational commerce offers a powerful combination of personalisation, speed, and accessibility, helping retailers to meet customers where they already are, on their phones, apps, or smart devices. For businesses, it’s also a cost-effective way to provide customer support, automate frequently asked questions, and keep customers engaged without overwhelming human teams. In today’s ecommerce landscape, where convenience and connection are increasingly valued, conversational commerce is not just a trend: it’s becoming an expectation. It gives consumers more control over how and when they shop, while helping brands to build trust, boost satisfaction, and ultimately drive more sales.
