What Is Conversational Commerce and Why It Matters

Introduction: Conversations Are the New Checkout

Remember when shopping online meant scrolling through static product pages and hoping your size was still in stock? That era is fading fast. Today’s consumers—especially in the U.S.—crave immediacy, personalization, and interaction. In fact, 75% of shoppers now prefer brands that offer messaging-based support. Why? Because conversation feels human, and in the digital world, that makes all the difference.

Enter conversational commerce—where chatbots, messaging apps, and voice assistants aren't just support tools, but real-time shopping companions. From asking a virtual assistant for lipstick shades to confirming sneaker sizes over WhatsApp, consumers are buying through conversation, not clicks.

But this shift isn’t just about talking—it’s about engagement that converts. And that’s where Glance AI enters the picture. Unlike traditional chatbots, Glance doesn’t reply—it shows. By creating AI-generated, shoppable fashion visuals tailored to a shopper’s style, Glance AI turns inspiration into instant action.

In this blog, we’ll break down what conversational commerce really means, why it’s reshaping the retail landscape, and how Glance AI is evolving it even further—by making conversations visual, intelligent, and truly personalized.

What Is Conversational Commerce?

Conversational commerce refers to using real-time communication tools like chatbots, messaging apps, and voice assistants to support, engage, and convert shoppers.

Core tools include:

• AI Chatbots: Automated programs that handle queries and guide purchases.
• Messaging Apps: WhatsApp, Messenger, and SMS platforms for branded customer interactions.
• Voice Assistants: Alexa, Siri, or Google Assistant enabling voice-driven shopping.
• Live Chat: Human agents supporting customer decisions in real time.
• Conversational Pop-ups: Dynamic tools triggered by user behavior on websites or apps.

Together, these tools simulate an in-store assistant experience online.

The Evolution of Conversational Commerce

Conversational commerce has rapidly evolved alongside technology and consumer expectations. Here's a quick breakdown of its key phases:

• Call Centers (Early 2000s): Shopping help came via phone—personal but slow and costly.
• Live Chat (Mid 2000s): Brands added website chat for faster, human-led support.
• Rule-Based Chatbots (2010s): Automated answers to common questions; efficient but limited personalization.
• AI Chatbots & NLP (Late 2010s): Smarter bots using natural language processing for contextual, 24/7 conversations.
• Messaging & Voice Platforms (2020s): Consumers engage through WhatsApp, Messenger, Alexa, and others—shopping became more conversational and convenient.
• Visual Conversational AI (Today): Integrating images and interactive elements into conversations to enhance personalized shopping experiences.

How Conversational Commerce Works

Conversational commerce combines user-friendly interfaces with backend intelligence to create real-time, dynamic shopping interactions.

Platforms and Channels

• Messaging apps: WhatsApp, Facebook Messenger, Instagram DMs, Telegram
• Voice assistants: Amazon Alexa, Google Assistant, Siri
• Live chat on websites and apps

Core Technologies

• AI & Natural Language Processing (NLP): Understands and responds to user input
• Chatbots: Automate common tasks like order tracking or product suggestions
• Integrations: Connect with payment gateways, CRM, inventory systems
• Recommendation engines: Suggest products based on history and context

Typical User Flow:

1. Initiate a conversation (e.g., "Hi, I need new running shoes")
2. Chatbot or assistant responds with curated options
3. User selects, pays, and receives confirmation
4. Post-purchase follow-ups for support or upselling

Why Conversational Commerce Matters Today

1. Frictionless Customer Experience

• No app downloads
• No waiting for email replies
• Real-time answers = faster decisions

2. Higher Conversion Rates

• Personalized recommendations increase click-through and purchase rates

3. Round-the-Clock Availability

• Bots provide 24/7 support, boosting global accessibility

4. Cost Efficiency for Businesses

• Reduces customer service costs by automating routine queries

5. Customer Retention & Loyalty

• Conversations create relationships. That’s more memorable than a banner ad.

Types of Conversational Commerce

1. AI-Powered Chatbots

Automated bots that handle FAQs, suggest products, and complete transactions.

2. Live Chat Support

Human representatives assist customers in real-time, often via chat windows on e-commerce sites.

3. Voice Commerce

Voice-controlled assistants like Alexa or Google Assistant guide users through product discovery and purchase.

4. Social Messaging Commerce

Shopping within apps like WhatsApp, Instagram, or Facebook Messenger.

5. Hybrid Models

Combination of AI bots and live agents—bots handle routine, humans handle complex cases.

Why Conversational Commerce Is Gaining Ground

Several factors contribute to the growing adoption of conversational commerce:

• Consumer Expectations: Modern consumers demand instant, personalized interactions. They expect brands to be available on their preferred communication channels. Forbes.
• Technological Advancements: The proliferation of smartphones and advancements in AI have made it easier for brands to implement conversational tools.
• Trust in AI: Consumers are increasingly comfortable with AI-generated suggestions, especially when they enhance convenience and personalization.

In 2024, the U.S. conversational commerce market was valued at approximately $3.06 billion and is projected to grow at a CAGR of 17.2%. Market.us

Benefits of Conversational Commerce

Implementing conversational commerce offers several advantages:

• Real-Time Assistance: Immediate responses to customer inquiries enhance satisfaction and reduce decision-making time. EZ Texting+3SAP Emarsys+3Firework+3
• Hyper-Personalization: By analyzing user data, brands can offer tailored product recommendations, increasing the likelihood of purchase.
• Reduced Cart Abandonment: Proactive engagement through chat can address concerns that might otherwise lead to abandoned carts.
• Enhanced Data Collection: Conversations provide insights into customer preferences, aiding in future marketing strategies. Future Market Insights
• Cost Efficiency: Automating customer interactions can reduce operational costs while maintaining service quality.

Conversational Commerce vs. Social Commerce

While both aim to enhance the shopping experience, conversational commerce focuses on direct, personalized interactions, whereas social commerce leverages community and influencer dynamics to drive sales.

Conversational Commerce in Action: Real-World Use Cases

• Retail: Brands employ chatbots to assist customers in finding the right size and fit, reducing return rates.
• Beauty: AI-driven quizzes recommend products based on skin type and preferences, enhancing customer satisfaction.
• Electronics: Instant tech support via messaging apps helps customers troubleshoot issues, improving the post-purchase experience.
• Travel: Booking assistance through platforms like WhatsApp streamlines the reservation process, offering convenience to travelers.

How Glance AI Powers the Future of Conversational Commerce

While most conversational tools focus on text or voice, Glance AI enhances these experiences with real-time visual shopping:

• Visual Commerce: Glance responds to queries with personalized, AI-generated shoppable images.
• The Aspiration Graph: Learns a user’s style preferences to deliver relevant fashion options.
• Proactive Discovery: Instead of waiting for a prompt, Glance surfaces relevant content before the user asks.
• Commerce Auctions: Brands can participate in real-time commerce opportunities within Glance’s visual feed.

In short, Glance bridges the gap between conversational and visual commerce—delivering a deeply personalized experience that feels human, intuitive, and inspiring.

How Conversational Commerce Works

Conversational commerce combines user-friendly interfaces with backend intelligence to create real-time, dynamic shopping interactions.

Platforms and Channels

• Messaging apps: WhatsApp, Facebook Messenger, Instagram DMs, Telegram
• Voice assistants: Amazon Alexa, Google Assistant, Siri
• Live chat on websites and apps

Core Technologies

• AI & Natural Language Processing (NLP): Understands and responds to user input
• Chatbots: Automate common tasks like order tracking or product suggestions
• Integrations: Connect with payment gateways, CRM, inventory systems
• Recommendation engines: Suggest products based on history and context

Typical User Flow:

1. Initiate a conversation (e.g., "Hi, I need new running shoes")
2. Chatbot or assistant responds with curated options
3. User selects, pays, and receives confirmation
4. Post-purchase follow-ups for support or upselling

Why Conversational Commerce Matters Today

1. Frictionless Customer Experience

• No app downloads
• No waiting for email replies
• Real-time answers = faster decisions

2. Higher Conversion Rates

• Personalized recommendations increase click-through and purchase rates

3. Round-the-Clock Availability

• Bots provide 24/7 support, boosting global accessibility

4. Cost Efficiency for Businesses

• Reduces customer service costs by automating routine queries

5. Customer Retention & Loyalty

• Conversations create relationships. That’s more memorable than a banner ad.

Types of Conversational Commerce

1. AI-Powered Chatbots

Automated bots that handle FAQs, suggest products, and complete transactions.

2. Live Chat Support

Human representatives assist customers in real-time, often via chat windows on e-commerce sites.

3. Voice Commerce

Voice-controlled assistants like Alexa or Google Assistant guide users through product discovery and purchase.

4. Social Messaging Commerce

Shopping within apps like WhatsApp, Instagram, or Facebook Messenger.

5. Hybrid Models

Combination of AI bots and live agents—bots handle routine, humans handle complex cases.

The Future of Conversational Commerce

1. Hyper-Personalization

Bots will predict user needs before they're typed—using AI trained on past conversations, preferences, and shopping cycles.

2. Voice + Visual Shopping

"Show me that jacket in blue"—voice combined with AR/VR previews.

3. AI Shopping Companions

Like Glance AI twins, which help users visualize outfits, suggest what suits them best, and recommend looks based on weather, events, or mood.

4. Real-Time Localization

Offers and support tailored by user region, language, time zone, and season.

5. Zero-UI Interfaces

Gesture, voice, and even emotion-based shopping experiences.

Conclusion: The Shift from Selling to Engaging

Conversational commerce signifies a paradigm shift from traditional selling to engaging customers in meaningful dialogues. As consumers seek more personalized, immediate interactions, brands must adapt by integrating conversational and visual tools into their strategies. Glance AI exemplifies this evolution, offering a platform that not only responds to user needs but anticipates them, creating a shopping experience that's both intuitive and engaging.

In embracing conversational commerce, brands are not just facilitating transactions—they're building relationships, fostering loyalty, and redefining the future of shopping.

FAQs

1. What is conversational commerce in simple terms?
Conversational commerce means shopping through conversation instead of clicks. Instead of browsing pages, you chat with a bot, message a brand, or use a voice assistant to discover products, get recommendations, ask questions, and complete purchases. It mirrors the experience of talking to a helpful store assistant, but in a digital, real-time format that makes shopping faster and more intuitive.

2. What platforms use conversational commerce?
Conversational commerce is used across platforms where customers naturally chat or speak. This includes messaging apps like WhatsApp, Facebook Messenger, and Instagram DMs, voice assistants such as Alexa and Google Assistant, and brand owned websites with live chat or AI chatbots. These platforms let users ask questions, get recommendations, and complete purchases within a single conversation, reducing friction in the buying journey.

3. Is it safe to shop through chat apps?
Shopping through chat apps can be safe when the experience is backed by verified brands, encrypted communication, and secure payment gateways. Reputable platforms follow data protection regulations, limit access to personal information, and redirect payments through trusted checkout systems rather than collecting details in chat. Risks mainly arise when users interact with unknown sellers or share sensitive information directly. Staying within official brand accounts, checking verification badges, and using protected payment methods significantly.

4. How do businesses benefit from conversational commerce?
Businesses benefit from conversational commerce by turning real time conversations into revenue drivers. AI powered chat and voice interfaces guide customers through discovery, comparison, and checkout, which increases conversion rates and average order value. Automated responses handle routine queries at scale, reducing customer service costs and response time. At the same time, personalised interactions based on user intent and behaviour build trust, improve satisfaction, and strengthen long term customer loyalty across digital touchpoints.

5. Can AI-powered bots fully replace human agents?
AI-powered bots cannot fully replace human agents across all customer service functions. A hybrid model works best, where AI handles high-volume, repetitive tasks like FAQs, order tracking, and basic issue resolution, while human agents step in for complex problems, emotional conversations, and nuanced decision-making. This balance improves efficiency without sacrificing empathy, trust, or service quality.