Conversational Commerce - Innovation in Online Commerce

The most important information at a glance: We explain what Conversational Commerce is all about and how your company can benefit from the new type of online commerce.

Christina Wendt

Messaging expert

8 August, 2021

Conversational Commerce - All information at a glance


Cautionary Language Concerning Forwad-Looking Statement

Cautionary Language Concerning Forwad-Looking Statement

Messaging is part of everyday life for most people. WhatsApp, Facebook and Telegram are used daily to exchange messages with friends and family. Life and the way people communicate with each other is becoming more digital - a trend accelerated by the Corona pandemic. This revolution in communication is accelerating a new trend in online commerce: conversational commerce.

But what is Conversational Commerce? How can your company benefit from it? Here you will find the most important information and interesting facts about this trend.

What is Conversational Commerce? 

The term conversational commerce refers to the overlap between digital communication and shopping. Specifically, it refers to the interaction between customers and companies via messaging apps or even voice technologies such as Amazon's Echo.

Online shopping and customer support is no longer limited to a company's website. Customers can chat with businesses, ask questions, receive personalised recommendations, read reviews and buy products - all within messaging apps. In doing so, the consumer interacts with an employee, a chatbot or a mixture of both.

Reading tip 📣

Here is a reading tip from us: What is Conversational Commerce?

Conversational Commerce Worth Knowing 

Messengers are among the most popular communication channels for people. Several billion messages are sent daily via various messenger services, both privately and for business.

According to a Statista survey, WhatsApp is the most popular messaging app with more than 2 billion users worldwide. It is followed by Facebook Messenger with 1.3 billion users. Telegram and Snapchat have over 500 million active users worldwide. These figures alone show that there is great potential for many companies in the area of conversational commerce.

Even if the use of WhatsApp is primarily based on private motives, consumers are increasingly using the messenger to get in touch with companies. In the most frequent cases, it is about questions about the product, the order or possible complaints. This means that conversational commerce is not only about sales, but about the entire customer journey.

Most customers are not only concerned with the product, the service or the company. This is confirmed by a survey by Salesforce: 84% of consumers feel that the customer experience is just as important as the product itself.

"Conversational commerce combines personal interaction with a digital buying experience. Especially for local businesses, niche products and SMEs, we see enormous potential in this area."

Yilmaz Köknar, CEO & Co-Founder of Superchat

How does Conversational Commerce work? 

Conversational Commerce Channels

Conversational commerce is changing the way customers interact with companies. The following communication channels are among the most important: 

  • Messaging Apps
  • Website Chat
  • Chatbots
  • Voice assistants

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Here is a reading tip from us: Conversational Commerce Channels at a Glance

In dialogue with customers right from the start 

Conversational commerce offers uncomplicated touchpoints and simplifies communication between customers and companies. But how exactly does it work?

From the first contact, to the conclusion of the purchase, to after-sales management - conversational commerce influences and improves the entire customer journey.
Messenger Marketing can be used at all stages of the customer journey:

  • Awareness
  • Consideration
  • Purchase
  • Retention
  • Advocacy

Already at the beginning, when the customer realises that a certain problem or need is bothering him, companies can offer different channels for easy contact. Instead of letting the customer search for the right information for a long time, offer support already in this phase.

When the customer is ready to make a purchase decision, further information about the process or the ordering process itself will be handled via WhatsApp, Facebook Messenger or other messaging services. Consultation-intensive products or services, B2B companies and small businesses benefit from conversational commerce at this point in the customer journey.

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Here's a reading tip from us: Improving the customer journey with conversational commerce

Processing payments via Conversational Commerce

Conversational commerce is currently experiencing an enormous upswing. A digital, uncomplicated shopping experience does not stop with the customer's order process. Payment is the point that usually causes the most purchase abandonments and therefore poses the greatest risk of losing a customer.

Seamlessly integrating the payment process makes purchasing even easier and therefore reduces the likelihood of losing a customer due to a cumbersome payment process. This can be done, for example, by sending a payment link. The entire process is geared towards the customer to make purchases faster and with as little effort as possible.

Conversational Commerce - Customer Journey Infographic

Is Conversational Commerce the Future of E-Commerce? 

New technologies and platforms are influencing not only how people communicate privately, but also how consumers engage with brands. The boundaries between private use of messaging apps and communication with brands are increasingly disappearing. Millennials and Generation Z in particular are increasingly willing to drop the boundaries between personal, business and private communication.

From searching for products, to payment, to tracking delivery, the entire process can be done via platforms like WhatsApp or Facebook Messenger. This takes digital commerce to a new level of convenience and promotes a customer-centric way of doing business.

Advantages of Conversational Commerce

With conversational commerce, you offer your customers a convenient, uncomplicated and personal shopping experience. But it's not just consumers who benefit from the new way of online commerce; it can also improve business objectives: 

Low order abandonment rate

Customers are also often deterred by the need to create an account, high shipping costs or a confusing ordering process. In this case, conversational commerce via webchat improves the customer experience, supports customers in the ordering process and thus leads to lower abandonment rates. 

Get customer feedback

Getting feedback during conversations with customers is easier than using traditional surveys. In direct dialogue with your target group, via WhatsApp or other messengers, you can easily collect feedback. Rating reminders are sent to customers via text message without much effort. 

Up-selling and cross-selling

Up-selling and cross-selling strategies can give you the chance to improve your bottom line by selling more to existing customers. Through webchat, WhatsApp or other channels, customers are informed about other relevant or complementary products. 

Improve customer loyalty

By offering consumers the exact communication channels they use in their private lives, you create trust. With conversational commerce, you accompany your target group through all the steps of the customer journey and thus improve the relationship with your customers in the long term.  

Conversational Commerce with Superchat

Take your online presence to the next level. Superchat's messaging platform offers the most important conversational commerce channels for your business: WhatsApp Business, Facebook Messenger, Telegram, Webchat, Email and SMS.
With Superchat, you can use WhatsApp 100% DSGVO-compliant, with multiple users and devices to communicate with your customers. In this way, you offer your target group a modern and uncomplicated customer journey.

All functions of Superchat at a glance

  • All communication channels in one inbox
  • WhatsApp Business 100% DSGVO compliant and with multiple users
  • Webchat widget for your website
  • Create message templates and absence notes
  • Assign incoming messages 
  • Internally add notes to conversations
  • Manage and track online reviews

Would you like to use Superchat? Do you have any questions about our product? Contact us easily and without any obligations here via WhatsApp, or write us an email at

Conversational Commerce FAQs 

What is the difference between Conversational Commerce and Mobile Commerce? 


Conversational commerce describes the idea of enabling consumers to shop and communicate with brands via messaging apps, voice assistants and chat. Mobile marketing is a multi-channel digital marketing strategy that aims to reach a specific target audience via smartphones, tablets and other mobile devices.

Where does the term Conversational Commerce come from? 


Conversational Commerce was first mentioned in an article on Medium by Chris Messina in 2015. Chris Messina was the Developer Experience Lead at Uber from 2016 to 2017. 

What does artificial intelligence have to do with conversational commerce?


Conversational commerce can take place via various channels and media. This also includes chatbots and voice assistants, which are partly based on artificial intelligence. This type of communication is also called Conversational AI (Artificial Intelligence).  

Christina Wendt

Messaging Expert

Christina is a messaging and content expert at Superchat. Apart from communication and marketing topics, she knows the Berlin food scene inside out.

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