Conversational commerce: what is it and what are its advantages?

With the acceleration of the digital transformation process, consumers are looking for companies that present convenience and speed of service. In this way, several e-stores have started to invest in tools and strategies to optimize their communication channels and meet the new customer behavior.

Conversational commerce is a strategy based on the use of messaging applications to facilitate the purchase process.

One of the trends observed in recent years has been the rise of messaging to virtual stores. Because of its convenience and agility, messaging has become an effective strategy during the buying journey. From this observation, onversational commerce, or c-commerce, is structured to improve customer experience and increase sales.

What is conversational commerce?

Conversational commerce is a strategy based on the use of messaging applications to facilitate the purchase process. Consolidated by Chris Messina in 2015, the strategy became relevant and has since been implemented in several e-commerce stores to improve customer relations.

According to the Facebook Business Insights report, 67% of consumers globally send messages to communicate with online stores thanks to the convenience and speed this type of interaction offers. Typically, c-commerce is conducted through human attendants or chatbots, systems that simulate the actions of a person during a conversation to automate processes.

However, there are companies that shape their communication strategy in these two ways, working together to offer a more personalized service without losing efficiency. Here are some benefits that c-commerce can bring:


As previously mentioned, consumers are very much looking for convenience when choosing a particular e-commerce site to purchase a product or service. This feature stands out even more during service as the customer usually gets in touch to ask questions about the asset.

In this sense, c-commerce is the most practical way of establishing that contact with the company. A Facebook report points out that 57% of customers prefer c-commerce over traditional communication channels such as email or forms.

Integration and mapping

A very common movement in e-commerce is for a customer to start their shopping journey through one channel and end it in another. In addition to doubts, the customer may encounter problems when purchasing through the website and for this reason contact the company with a message to complete the process.

In order to ensure a satisfactory service in the exchange of messages, it is essential to reduce friction during communication, to identify whether the customer has already started shopping and whether, for example, he has items in the shopping cart. This type of attention and analysis works as a difference in customer retention.


The act of exchanging messages has become a habit of society because applications are very popular and affect people’s routine. Therefore, it is convenient for the customer to send messages to the online store at any time.

In addition, the naturalness of this process facilitates the work of the company, which is better mobilized to implement the strategy and verify the message as quickly as possible. This strengthens the ties between the company and the customer, since he chooses the preferred method of contact with the brand, which must maintain the quality of service in all channels.


New consumers are increasingly looking for unique experiences that add value. In most cases, the way a customer is served is the main factor that is taken into account when making a purchase. Therefore, delivering personalized services can be a differentiator for e-commerce.

In this regard, contact via message is an objective and direct way of communicating between the customer and the company, i.e. establishing closer contact. C-commerce enables customization of the service according to the data and profile of the customer, offers an ideal experience for them and increases the chances of sales.

Conversational commerce also benefits the company’s marketing, as customers can act as brand promoters from the moment they have a positive experience with the company. Consequently, the credibility of the company in the market grows and attracts more potential customers to the website.

To ensure that this experience is positive, proper integration between all systems involved in the process is essential, avoiding redundancies and increasing dynamism, something inherent in companies that are already fully digitized. Therefore, investing in a c-commerce strategy can be a competitive differentiator for your business and help build stronger customer relationships.

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