What is conversational commerce

Conversational commerce is a form of e-commerce that takes place through messaging apps, live chat on Web shops and social media. Therefore, it is also called chat commerce or chat-based commerce.

Read more about conversational commerce and the differences and similarities with guided selling.

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The advantages and disadvantages of conversational commerce

One of the main benefits of conversational commerce is the convenience it provides for customers. Instead of having to call a company or search through a Web site for information, customers can simply send a message and get a quick response. This is especially helpful for customers who don't know exactly what product they need, or when they have specific questions about a product or service.

Another benefit of conversational commerce is the ability to personalize the customer experience. Chat or messaging platforms allow companies to gather information about a customer's preferences, context and (contact) history. They can then use this information to customize their interactions and recommendations. This can help increase customer satisfaction and increase the likelihood of repeat purchases.

Conversational commerce is also an effective means for businesses to reach and engage customers through social media. Many people spend a lot of time on social media anyway, so this is where companies can connect in a more personal and direct way with sales as a goal.

In addition to customer service and sales, conversational commerce can also be used for marketing purposes. Consider using chatbots to offer personalized content, coupons and other promotional materials.

While conversational commerce has many benefits, it is important that companies have the necessary resources and infrastructure in place to effectively manage chat or messaging interactions. For example, training customer service agents to handle chat interactions and implementing chatbot technology to answer more routine or simple questions.

Tablet with product finder and coffee cup
A product finder also involves conversation, but this is called guided selling.

The difference between conversational commerce and guided selling

Conversational commerce and guided selling both aim to improve the customer experience and drive sales through personalized interactions.

Both conversational commerce and guided selling use personalization and technology to enhance the customer experience and drive sales. This allows companies to help customers find the right product or service and reach an informed purchase decision.

However, while conversational commerce focuses on the use of chat or messaging platforms, guided selling can take place through different channels. In other words, where conversational commerce focuses on the technology (chatbots), guided selling instead focuses on the conversation as the way to guide customers through the buying process.

Guided selling can therefore take place through various channels, including online chat or messaging, but also, for example, product finders on websites or kiosks in offline stores. Moreover, guided selling often uses more advanced technology, such as artificial intelligence or machine learning algorithms, to make recommendations and guide customers through the purchase process.

Used by the most progressive e-commerce companies

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