Online shopping looks a lot different than it did just a few years ago. This is because we no longer simply browse a website, add something to our cart, and check out. We are now chatting. We are asking questions. We are messaging brands.
This growing movement is known as conversational commerce, and it is fast becoming a normal way for people to engage with brands and shop online.
In this post, we will cover what conversational commerce is, why it is important, how it works, and how businesses can leverage it. If you're a brand or store that sells your products through online selling platforms and is trying to connect with your customers, this is something you cannot ignore.
What is Conversational Commerce?
Conversational commerce is the use of messaging applications, chatbots, and voice assistants to sell products or services online.
It integrates real-time conversations with the shopping process to help customers request information, make decisions, and complete purchases-all using chat or voice.
Chris Messina (the inventor of the hashtag) was the first to use the term back in 2015. Since then, conversational commerce has gone from concept to actuality, and now is a strategy used by businesses on the global landscape.
To simplify it:
Conversational commerce = commerce + communication.
It’s shopping that feels more like a conversation than a transaction.
Examples of Conversational Commerce
You may have probably participated in conversational commerce already. Here are a few scenarios where this type of trade occurs:
- Engaging with a brand on WhatsApp, asking about a product
- Accessing a site chatbot to get recommendations
- Talking to Amazon Alexa to reorder an item
- Engaging with a personalized product recommendation via Instagram DM
- Getting order updates through Facebook Messenger
From any of these options, there is conversation—whether human or bot, that drives customer experience.
Why Conversational Commerce Matters Now
There are multiple factors that are causing conversational commerce to be more vital than ever in 2025:
1. Consumers Want Real-Time, Personalized Replies
People have become accustomed to sending text messages to friends and family for quick responses and now expect the same thing from brands. If a consumer has a question, they want to receive an answer in minutes—not hours, or worse, days.
Conversational commerce helps consumers meet that expectation by providing real-time, undivided support and personalized communication.
2. Mobile Use is at an All-Time High
There are more people shopping smartphones than ever before. Consumers already have shopping superhighways on their phones, like WhatsApp, Messenger, and Instagram. If you are placing your consumer in a single point resource where they are already spending a lot of time...you are enhancing the shopping experience.
3. Social Media is Intentionally Used for Shopping
When social networks are not just for scrolling they are used for shopping. When networks like Instagram, TikTok, and Facebook populate commerce onto their platform with their native shopping features, the consumer is exposed to even more product and often they don't even realize it.
This can often lead to customers discovering their next purchase through social media, and the seamlessness of multichannel marketing and messaging lets them be interested in an item to buying an item while remaining in the app.
4. AI and Chatbot Technology Have Advanced
Not long ago, most chatbots felt robotic, or only had preset limitations. AI-powered bots can understand context, answer multi-dimensional queries, and make product suggestions. This means a conversational experience feels much more natural.
5. Customers Are Seeking Human-like Experiences Online
Even though online shopping has its advantages, it will never be 100% personalized. Conversational commerce gives that level of personalization, especially with live chat, or when you have a voice feature. This enables more trust and greater loyalty.
Key Channels Used in Conversational Commerce
Let’s examine some of the channels during which conversational commerce occurs.
1. Live Chat on Websites
Live chat is included on many e-commerce websites today. Customers can inquire about a product, shipping times, or return policies, and get the answer instantly.
Live chat can be staffed by live agents or rely on AI chatbots for websites, depending on how the business wishes to structure it.
2. Messaging Apps (WhatsApp, Messenger, iMessage)
Messaging apps are one of the most common ways to conduct conversational commerce. For example:
- A customer sends message to the brand inquiring about product availability.
- The brand replies back with options, pictures, and a payment link.
- The customer completes the order—without ever visiting the website.
The fact that this process is seamless improves a customer's experience and conversion rates for the brand.
3. Social Media DMs (Instagram, Facebook, TikTok)
Social media platforms have integrated their functions with e-commerce. Brands can respond to customers in DMs with product information, send links for purchase, and provide customer support after a purchase—all in chat.
4. Chatbots and AI Assistants
AI chatbots can assist consumers around the clock. They can answer frequently asked questions, direct customers to the right products, and even help them check out. Some chatbots can learn from their conversations to improve over time.
5. Voice Assistants (Alexa, Google Assistant, Siri)
Voice-enabled shopping is also part of conversational commerce. Customers can ask their voice speaker to reorder products and can request updates for delivery or order status as well as search for new products using their voice.
Benefits of Conversational Commerce for Businesses
Conversational commerce can benefit every business, large and small. Here's how:
1. Increased conversions
When customers have instant answers to their inquiries, they are more likely to complete a purchase. Conversational tools can help alleviate customer confusion and diminish abandoned carts.
2. Improved customer experience
People enjoy speedy, helpful customer service. When customers can connect through chat and Internet business phones for voice support in real time, the level of satisfaction increases, which drives loyalty over the long term.
3. Personal shopping
Bots and agents, by drawing on customer information, can suggest the right products, deals, or services enabling a more relevant and enjoyable shopping experience.
4. 24/7 service
AI-powered bots kick-a$$! They can support customers to your heart's content and as a 24/7 workforce, they do not care if your team is asleep.
5. Reduced support costs
With the help of chatbots, questions that a business deals with frequently can be resolved automatically, saving everyone's time, energy, and funds. Instead of hiring massive teams for customer support and training, customer support agents can be empowered by chatbots.
6. Added sales through social media
Because consumers are already on social media daily, conversational commerce tools for social media platforms turn audiences into consumers within those same platforms with no add-on steps. A Data Enrichment API can help enhance this process by enriching contact details in real-time, ensuring a seamless and personalized experience across all messaging channels.
Challenges of Conversational Commerce
Although the advantages are clear and valid, there are a few disadvantages you should consider:
1. Keeping the Human Element
If it is too automated, it can seem really cold. So it is important to find the correct balance of bots and "stick" people, in particular for sensitive conversations or complex interactions.
2. Integration with Other Systems
In order to work correctly, conversational tools must be integrated to your inventory/metafield, customer relationship management (CRM), payment systems and ad tracking and attribution platforms. If not matched correctly, some of the experience can feel disjointed or convoluted.
3. Data Privacy and Security
There are privacy laws and security measures regarding the regarding the handling of personally identifiable information that affect businesses collecting personal details via chat, and it is critical that businesses keep customer data safe and secure.
4. Language and Cultural Differences
If your clients are global, you need communication templates that can provide personal touch point and multi-language capability and consider human communication styles in conversation.
How to Get Started with Conversational Commerce
If you're a business owner or marketer, here's how to start using conversational commerce in just three easy steps:
Step 1: Identify the Right Platforms
Find out where your audience is engaging most - i.e., WhatsApp, Instagram, your website, etc. Direct your time and effort to that channel.
Step 2: Pick a Tool or Platform
Use tools such as:
- Intercom for website chat
- Tidio or Drift for AI chatbots
- WhatsApp Business for messaging
- ManyChat for social media automation
- Shopify Inbox for your shop chat
Then, pick the best tool based on your budget and needs.
If you're already investing in digital channels like ads, conversational commerce can also complement your PPC reporting by giving you deeper insights into customer behavior, questions, and buying intent
Step 3: Create Basic Workflows
Think about what customers typically ask you, and create automated workflows to help them with the following:
- Product queries
- Delivery queries
- Returns and refunds
- Order tracking
- Checkout issues
The main thing we want to do is help customers with fast, meaningful answers and limit the need for human intervention in the conversation.
Step 4: Train Your Team
If you have live chat or voice-based support, train your team on how to engage with customers clearly and professionally. Friendly and honest conversations make a difference.
Step 5: Track and Improve
Use your analytics, which will show what conversations led to sales, what questions are asked the most, or where customers are dropping off. Improve your scripts and tools by reviewing what's most relevant.
Real-World Examples
1. H&M
On the H&M site there is a chatbot that uses a Messenger app to help customers find clothing according to size, style and budget.
2. Domino's Pizza
Domino's lets its customers order and purchase pizza using Messenger, Alexa and text, which allows for quick pizza purchases using just a few words.
3. Sephora
Sephora's AI chatbots can answer beauty tips, suggest products and book in-store services, in a chat.
These examples demonstrate the benefits of conversational commerce for simple, smaller purchases and complicated, multi-step services.
