The Uptok Blog

The Future of Retail: Harnessing the Power of Conversational Commerce and Video Commerce

May 16, 2023

Conversational Commerce, a game-changing retail trend, utilizes messaging apps, chatbots, and artificial intelligence (AI) technologies to facilitate consumer interactions with businesses. At its core, conversational commerce prioritizes having a conversation and putting the client first. Consumer retention in today's competitive market is directly linked to a great user experience. As Deloitte's 2022 retail tech report states, "Digital tools must elevate the consumers' human experience for an interaction to lead to loyalty and drive future business."

The Meteoric Rise of Conversational Commerce in 2023:

Juniper Research predicts that global spending on conversational commerce across over-the-top (OTT) platforms, such as WhatsApp and WeChat, will skyrocket from $13.3 billion in 2022 to $25.1 billion in 2023—an 89% increase. Retail and eCommerce verticals that prioritize next-level online customer experience are propelling this explosive growth of conversational commerce.

Embracing Human Conversational Commerce:Human conversational commerce, a subset of conversational commerce, involves human-powered conversations for online transactions and customer service interactions. This includes live chat or video chat with customer service representatives and social media interactions with brands. The advantage of human conversational commerce is its ability to provide a more personalized, human-like experience for customers, as human agents can understand and respond to inquiries and concerns in ways that AI-powered technologies may struggle to.

Optimizing User Experience with AI and Human Agents in Conversational Commerce:

By incorporating both AI and human agents in their conversational commerce strategy, businesses can offer a more efficient, personalized shopping experience for their customers.

The Emergence of Video Commerce in the Conversational Commerce Landscape:One-to-one (1:1) video commerce connects customers with personal shoppers or sales representatives via video chat for personalized assistance with their purchases. This includes product recommendations, post-purchase help, virtual try-ons, and other interactive features that enrich the shopping experience within the realm of conversational commerce.

Merging Conversational Commerce and Video Commerce for Enhanced Customer Experience:Combining conversational and video commerce creates a more interactive, personalized shopping experience for customers. Here are a few ways businesses can seamlessly integrate these approaches in their conversational commerce strategy:

  1. Chatbots and AI technologies can manage routine customer inquiries and requests in the conversational commerce setting, allowing human agents to tackle more complex tasks and provide a tailored shopping experience.
  2. Live video support: Chatbots and AI technologies can categorize customers' needs and connect them with the ideal agent for live video support within the conversational commerce framework, ensuring an efficient shopping experience for both parties.
  3. AI technologies can offer product recommendations and support the purchase process as part of the conversational commerce experience. For instance, Uptok’s intelligence can identify "serious shoppers" on a website and connect them with associates via live video chat for product demonstrations.
  4. Enhanced conversational commerce experience: Connecting customers with a human agent through video chat within the conversational commerce environment builds trust and credibility, fostering a more personal connection with the brand.
  5. Personalized product recommendations, provided by chatbots or AI technologies in the conversational commerce platform, can be supplemented with live face-to-face conversations with product experts to assist customers further, leading to a seamless customer-brand experience and increased brand loyalty.

The fusion of conversational commerce and video commerce is revolutionizing the retail industry by providing a personalized, interactive, and efficient shopping experience. Businesses that embrace and optimize this combination in their conversational commerce strategies will be well-positioned to meet consumer demands and foster long-lasting customer relationships.