Conversational Commerce and What It Means for Your Customer Strategy

Conversational Commerce refers to using natural language within a messenger application (Messenger, WhatsApp, WeChat, and others) or using voice assistants (Siri, Amazon Alexa, and others) to interact with a business for an inquiry, purchase, or customer service. The term Conversational Commerce was coined by Chris Messina, Developer Experience Lead at Uber, in a brief post over a year ago. While Conversational Commerce has been around for a while (think IVR and SMS) the recent success is the culmination of three key factors – emergence of the mobile-first customer, domination of messaging apps, and the increasing maturity of Artificial Intelligence. In the IAB Nielsen's Mobile Ratings Report 2015, findings indicate that Australians live in a mobile-first world: While the total time spent on commercial activities is at an average of 3%, this trend is poised for rapid growth as organisations mature their Conversational Commerce capabilities. Messaging apps like WhatsApp and WeChat are no longer just for conversation between friends and family.