• Follow us


The rise of voice commerce

Voice commerce is gathering pace as the chosen method for making purchases. This broad term includes any interaction between a brand and a consumer that incorporates voice recognition technology. As opposed to making buying choices via your mobile phone, tablet or computer which have screens and involve mainly visual interactions.

As The Future Shopper survey discovered, 55 per cent of online consumers would be comfortable shopping by voice with no website or store involvement, which indicates that this is a burgeoning trend that could be a huge market in the very near future.

Integrating voice commerce

It’s estimated that by 2022 the voice commerce market will be worth somewhere in the region of £40 billion. This indicates that we are moving away from screens as the primary interface for eCommerce and towards a screenless process instead, at least for products that are commodities and purchased repeatedly. According to Nielsen, the infrastructure to support this move is already in place thanks to the popularity of smart speakers.

Nielsen’s latest study indicates that 24 per cent of households already own a smart speaker and 40 per cent of those have more than one. The trend towards owning a smart speaker, such as Amazon’s Echo, Google’s Home speaker, and Apple’s HomePod, is one that has gathered much of its ground in recent months. According to the Nielsen study, almost two thirds of smart speaker buyers made their purchase in the last six months.

The shift from screen to voice

Smart speakers are already influencing the ways in which we interact with the online world. According to Nielsen, we are already using smart speakers for functions such as listening to music but 68 per cent of users chat with their smart speaker, just for fun. The increasing popularity of smart speakers, as well as the wide range of uses that we put them to is paving the way for a shift from screen to voice. It’s highly likely that, in the not too distant future, the screen will become the fallback for interfacing with the internet, as opposed to the primary option.

Who’s using it, and where?

Different markets are accelerating at different rates, but voice commerce penetration in the US is extraordinary, with 60 per cent of online consumers using or having used voice assistants to shop online, compared to just 25 per cent in the UK.

When looking at male vs female differences, the results are almost as stark; male shoppers are markedly more likely to use voice commerce than female shoppers. Just under half (49 per cent) of men surveyed said they use or had used smart assistants to shop, compared to just 30 per cent of women.

And yet unsurprisingly, it is millennials who are driving this voice commerce trend internationally; just under half (44 per cent) of 25 to 34 years currently use voice to shop, with 36 per cent of 35 to 44-year-olds also active users. This drops suddenly to just 15 per cent in the 45 to 54-year-old group, and 10 per cent for the over-55s. The only surprise being the cut-off for those using voice to purchase was older than one might expect.

Voicing concerns over Zero UI

The outlook is bright for voice commerce, but concerns remain. Just like how Amazon had to pull the CloudPets smart toy from its digital shelves for fear over security issues, some consumers are skeptical over the security and privacy of smart assistants.

Nearly three quarters expressed concern about privacy issues such as devices “listening in to conversations” but even more – 83 per cent – said they would worry about smart speakers ordering items without permission. Clearly, there is work to be done to win over everyone and allay fears over security and privacy.

And despite more than half saying they would be happy with a retail experience that involved no stores or sites, nearly 9-in-10 consumers said they would prefer to see an item before they make a purchase. Anticipating this already, Amazon has added to the Zero UI concept slightly with the introduction of the Echo Show, a smart speaker that also incorporates a screen, knowing full well that there are some products that consumers will just want to see first.

Adapting to the rise in voice commerce

As voice commerce begins to grow and becomes better established, brands will need to adapt to this changing landscape; the impact will be huge. For example, it will affect how consumers search for products and the choices that are presented to them. What’s more, it will require changes to be made to the approaches that are taken to stimulate consumers into buying.

A switch from visual to audio will also mean brands have to reconsider how to engage customers with a brand identity that needs to be built around voice and personality. Voice technology is another reason to engage with, rather than try to battle, Amazon too. The internet giant has helped pioneer the voice commerce concept and is the first to build a comprehensive end-to-end ecosystem for it. Listings with Amazon are now a prudent means of entering the voice market.

Finally, the rise in voice commerce will also make data and the use of machine learning even more important when it comes to the timing and methods of customer targeting.

The final word

Voice commerce represents a significant shift in the way that consumers interact with brands – and it’s a change that is coming. As well as the adjustments that need to be made there are real opportunities in exploring this new method of communication too.

Digital consumers are increasingly making purchasing decisions based on convenience and looking for technologies which make the retail experience as frictionless as possible. Voice commerce may not be without friction just yet, but brands need to be thinking about what their offering is going to be in the next couple of years when voice becomes a major interface.

They have to plan now for customers that are going to interact with their brand using voice, especially as it will completely change how brands and customers communicate.

Voice holds amazing potential; but who’s going to really take advantage?

Naji El-Arifi, Head of Innovation, Wunderman Thompson CommerceImage source: Shutterstock/polkadot_photo

Read More

Leave A Comment

More News

Latest ITProPortal news

Foxconn president resigns to run for office 2019-06-21 08:00:29He wants to focus on his presidential campaign.

Google confirms it's leaving the tablet business 2019-06-21 07:58:09It's throwing everything it has into the laptop business.

US city votes to pay ransomware demand 2019-06-21 07:30:31Riviera Beach can't catch a break.

iPaaS: The true digital transformation enabler 2019-06-21 07:00:33At the heart of any digital transformation project is the same principle – getting access to data and managing that data effectively.

5G can help start ups compete better 2019-06-21 06:30:585G could give birth to a whole new wave of start-up businesses, who would leverage the technology to compete better against well-established players i

Leaked passwords are only the tip of the 2019-06-21 06:30:45The true cause of the problem isn’t what one company does or doesn’t do with their security, but the underlying premise that personally id

The rise of voice commerce 2019-06-21 06:00:46This is a burgeoning trend that could be a huge market in the very near future.

IT issues creating workplace "black hole" 2019-06-21 06:00:33Employees are losing hours fixing stuff around the office.

GDPR compliance: is your business at risk of 2019-06-21 05:30:57Since the introduction of GDPR last year, small businesses have faced increased pressure to develop and alter their existing policies in line with the

How continuous deployment can help you keep pace 2019-06-21 05:00:10With every company now a software company, here's how continuous deployment makes you stand out from the crowd.

Keeping up with digital transformation: Is your ERP 2019-06-21 04:30:46Digital transformation need not be a scary term, but the foundation of your ERP strategy.

Why the jewellery sector is in major need 2019-06-21 04:00:07How blockchain and modern technology has helped to change the way the sector is functioning.

TechRadar: Internet news

Shenmue 3: release date, trailers and news 2019-07-03 13:36:18Here's all we know about the long-awaited Shenmue 3 so far, with the latest trailers.

The best Ultrabooks 2019: top thin and light 2019-07-03 13:35:34We've put together a definitive list of the best Ultrabooks.

Nvidia GeForce RTX 2060 Super vs RTX 2060: 2019-07-03 13:33:13How much has the RTX 2060 Super improved upon the original RTX 2060? We investigate.

How to get rid of spyware forever 2019-07-03 13:30:45Tactics for keeping spyware at bay vary by device and operating system. However, having antivirus installed are prerequisites.

The best gaming PC 2019: 10 of the 2019-07-03 13:07:14Equipped with the latest processors and graphics cards, these are the best gaming PCs of 2019.

Chinese officials reportedly installed spyware on tourist phones 2019-07-03 13:05:26Border agents have begun to snoop and install spyware on the smartphones of travelers trying to enter China's Xinjiang region.

The best monitor 2019: the top 10 monitors 2019-07-03 12:41:29We've dug deep to find only the best monitors in the US, UK and Australia.

Leaked image hints Nintendo Switch mini is in 2019-07-03 12:37:29Leaked images of a Switch Mini cover suggests the new Nintendo Switch will be a more compact version.

Disney Plus price, release date, shows and movies 2019-07-03 12:33:59Disney Plus will include exclusive shows and movies from the Marvel, Star Wars and Pixar universes – as well as The Simpsons.

Samsung Cloud storage: Everything you need to know 2019-07-03 12:33:34Check out the cloud storage option that’s present on all Samsung smartphones and tablets.

Dell Black Friday in July sale: deals on 2019-07-03 12:32:20The Dell Black Friday in July sale has begun, and it's a Prime Day preview for laptops, TVs, desktops and more.

Best processors 2019: the best CPUs for your 2019-07-03 12:31:05We’ve hand-picked the 10 best CPUs to get your PC running around at the speed of sound.

TechCrunch » Enterprise

Attend TC Sessions: Enterprise and score a free 2019-07-11 16:00:31We can’t wait to dig into the competitive, high-stakes world of enterprise software at TC Sessions: Enterprise 2019 on September 5 at the Yerba

Microsoft says Teams now has 13M daily active 2019-07-11 15:00:14Teams, Microsoft’s two-year-old Slack competitor, is the company’s fastest-growing application in its history. That’s something Micr

Andrew Ng to talk about how AI will 2019-07-11 12:49:37When it comes to applying AI to the world around us, Andrew Ng has few if any peers. We are delighted to announce that the renowned founder, investor,

Swit, a collaboration suite that offers ‘freedom from 2019-07-11 09:00:53A marketplace dominated by Slack and Microsoft Teams, along with a host of other smaller workplace communication apps, might seem to leave little room

OneTrust raises $200M at a $1.3B valuation to 2019-07-11 08:17:13GDPR, and the newer California Consumer Privacy Act, have given a legal bite to ongoing developments in online privacy and data protection: it’s

Signavio raises $177M at a $400M valuation for 2019-07-11 07:11:05Robotic Process Automation has been the name of the game in enterprise software lately — with organizations using advances in machine learning a

SAP CEO Bill McDermott will join us at 2019-07-10 12:15:07You can’t talk about enterprise software without talking about SAP, the German software giant that now has a market cap of more than $172 billio

Anvyl, looking to help D2C brands manage their 2019-07-10 08:30:52Growing D2C brands face an interesting challenge. While they’ve eliminated much of the hassle of a physical storefront, they must still deal wit

Visa funds $40M for no-password crypto vault Anchorage 2019-07-10 08:00:12Visa and Andreessen Horowitz are betting even bigger on cryptocurrency, funding a big round for fellow Facebook Libra Association member Anchorage&rsq

Box CEO Aaron Levie is coming to TC 2019-07-08 13:00:57Box co-founder, chairman and CEO Aaron Levie took his company from a consumer-oriented online storage service to a publicly traded enterprise powerhou

Grasshopper’s Judith Erwin leaps into innovation banking 2019-07-08 12:01:01In the years following the financial crisis, de novo bank activity in the US slowed to a trickle. But as memories fade, the economy expands and the po

15Five raises $30.7M to expand its employee development 2019-07-08 10:17:02Technology has been used to improve many of the processes that we use to get work done. But today, a startup has raised funding to build tech to impro

Disclaimer and Notice:WorldProNews.com is not responsible of these news or any information published on this website.