Why Conversational Commerce is the Future of Ecommerce
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It seems like it’s harder and harder to keep control over things today when we’re always rushing to finish this or that, feel the constant pressure to be present and anxiety over missing out on something.
One of the last remaining things we feel we can control is our purchasing decisions, and this is where (and why) we have zero tolerance for friction. We want our needs to be met almost immediately, we look for convenience, and we’re not compromising on anything. We know the value of our hard-earned money, and we want to be in control of how we’re spending it.
Even though the price is something everybody is looking at when making a purchasing decision, it’s not the most important thing anymore. Convenience is, and marketers know it.
And if we know that 97 percent of people are ready to abandon a purchase if the service is not convenient enough, we understand why the way brands sell their products and services has to change.
Luckily, there’s a way e-commerce shops can make the customer experience better. The solution hides in following the principles of conversational commerce. Conversational commerce comes as a unique solution that helps brands maintain communication with their consumers, and has the potential to change e-commerce forever.
What Is Conversational Commerce?
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Conversational commerce is a marketing method that turns a buying journey into a dialogue by allowing e-commerce stores to strike a personalized conversation with customers via a chat app, voice assistant, or other messaging platforms. It also allows in-chat payments which enable brands to close the deal sooner and make purchasing experience more convenient and faster.
Conversational Commerce in Practice
If you were wondering what conversational commerce looks like in practice, there’s an example of the Chinese app WeChat. WeChat was initially made as an alternative solution for WhatsApp but it soon became one of the most powerful e-commerce tools.
For instance, users can now do their banking, order taxis, book concert and cinema tickets, play games and buy clothes straight from WeChat.
What made WeChat so successful when it comes to online sales it’s the fact it’s convenient. Users can easily discover new products and buy them without having to download another app or go to the seller’s website.
(Source: WalkTheChat)
On the other side, as a part of the Western solution, Facebook also allowed businesses to use its Messenger app to run official communication. That's why we now have chatbots and live chats that exist as an integral part of the Facebook ecosystem, allowing customers to communicate with brands straight from the app.
The Benefits of Conversational Commerce will Help Revolutionize eCommerce Sales
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With this being said, we can clearly see the benefits of conversational commerce both for customers and brands. However, digging even deeper, we can see that its advantages go a long way. Some of them include:
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Improved customer experience.
Conversational commerce allows brands to communicate with their customers in a better way. Using this method in e-commerce will help both sellers and customers.
Sellers will be able to tend to customer's needs immediately but also learn from them, hear what they have to say, and build stronger relationships.
Customers, on the other hand, will have all the information they need on the spot and will be able to make their purchases much faster, avoiding fuss and complication.
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Moves customers faster through the sales funnel.
Conversational commerce helps brands move their customers through sales much faster. For instance, customers can seek chatbot’s help if they have any questions concerning delivery and shipping, without having to wander to find the right information. In short - conversational commerce is like a shopping assistant that adheres to individual customer needs.
For instance, customers can now open up a messenger app, go to their favorite brand’s account, and ask for help. They can outline either by typing or by voice message what kind of product they seek, and the live chat operator can recommend products.
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Provides efficient and reliable customer support.
Customers expect to get responses from brands pretty quickly. If the brand fails to meet their expectations, they'll move on, and find another seller who'll adhere to their needs better. With chatbots in place, customers can get the information they need instantly, as chatbot remembers the previous interactions with them and it's available 24/7.
They can also provide answers to all repeated questions about the product in real-time which further deepens the connection between customer and a brand, and increases the sales of e-commerce stores.
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Allows customers to compare products easier.
By utilizing the methods of conversational commerce, customers can compare and filter products according to their requirements. In case they're struggling to find something they like, a chatbot can assist them in this process by providing them with the right resources that match their preferences. Because of this, e-commerce stores are more likely to close the deal faster and exceed their revenue goals.
Wrapping it Up
Considering what's been said, we can easily see why and how conversational commerce is going to change the e-commerce world, and what benefits it will bring.
Today, conversational commerce methods are available and used globally to aid the selling process. However, many e-commerce sellers and brands still haven’t had the chance to use it to the full potential and they’re still unaware of its benefits.
In case you're an e-commerce seller, we're curious, would you be ready to implement any of these tactics, or you're already doing it?
