What is Conversational Commerce and Why Should You Care? - ReEngager

What is Conversational Commerce and Why Should You Care?

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You have probably heard the term “conversational commerce” being used quite a bit lately, especially when referring to the future of technology, how that technology is changing and how it will eventually evolve. But what is conversational commerce really and how will it affect the way you do business? That’s a good question and one we’re going to talk about at length.

What is Conversational Commerce?

The term “conversational commerce” was coined by Uber’s Chris Messina.

This term refers to how messaging apps and shopping interact with each other and its effect on how we do business in general. Basically, conversational commerce is the future of technology that’s driven by messaging and how Chat Bots will be used (and are being used) to hold personal conversations with consumers on apps like Facebook Messenger, WhatsApp, Twitter DM and others.

How are Conversational Commerce and Bots Currently Being Used?

There are plenty of trends emerging for conversational commerce, such as: advance notifications, bots, chat within apps, apps within chat and people just chatting with each other just like the good old days.

Which leads us to how bots are currently being used.

Many are referring to Chat Bots as the new email and it’s forever changing the way we shop. Just like text messaging, push notifications and email; messaging apps are improving the way consumers interact with companies.

One example is when a bot is used once a consumer replies to an advance notification. These notifications can easily include multimedia, maps, contact information or just about anything else.

Each of these is basically an invitation to a conversation and that is where a bot comes in.

  • A command line bot can pull content, data and perform various tasks.
  • A Chat Bot can be used to interact one-on-one with a customer, which helps reduce the cost of a staff.

These bots can understand the context of a question then commence with a conversation about the topic. Then if the bot comes across something it doesn’t understand, the conversation will be routed to a human support system.

  • Personal assistant bots are also being used because they can perform tasks, answer questions and respond to commands. And because of machine learning and language processing and comprehending, a bot can determine your preferences and act accordingly.

For example, bots are successfully being used for Apple’s Siri and Amazon’s Alexa, not to mention Google’s Voice Search.

What About Bots for Mobile Apps?

Chat in apps helps make communicating with a business easier versus having to call, email or text a business for a simple request because everything is done from within the app.

However, apps in chat is a bit different. With this model the app uses identity and discovery to connect people and businesses and it can be programmed for a wide variety of uses including how we shop for clothes.


This is a guest post by Sophorn Chhay. Sophorn is the marketing guy at Trumpia, a mobile content delivery service that allows users to customize their one-to-one marketing efforts by interconnecting and optimizing all digital platforms.

If you would like more information about how to integrate conversational commerce with your retail or other type of business, contact Trumpia today.

John McIntyre

As a freelance copywriter, I used rapid reengagement to become a "mini celebrity" in my market and charge 10x what my competitors did. Now I help business coaches use the same principles to demonstrate their authority, dominate their competition and double their profit.