• 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

The best student laptops: all the best options 2019-07-03 14:17:34The best laptops for college students – everything from Chromebooks to the new Dell XPS 13.

GTA 6: all the latest news and rumors 2019-07-03 14:05:37Now that Red Dead Redemption 2's development is over, we can't help but speculate about Grand Theft Auto 6...

God of War 2 PS4: everything we know 2019-07-03 14:04:28We've gathered all the rumors and news surrounding the God of War sequel.

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.

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.

TechCrunch » Enterprise

Equinix and Singapore’s GIC will launch a $1 2019-07-02 00:20:35Equinix, one of the world’s largest data center companies, announced that it will form a $1 billion joint venture with GIC, Singapore’s so

Video platform Kaltura adds advanced analytics 2019-07-01 15:15:26You may not be familiar with Kaltura‘s name, but chances are you’ve used the company’s video platform at some point or another, give

We’ll talk even more Kubernetes at TC Sessions: 2019-07-01 12:00:58You can’t go to an enterprise conference these days without talking containers — and specifically the Kubernetes container management syst

Tara.ai, which uses machine learning to spec out 2019-07-01 06:09:59Artificial intelligence has become an increasingly important component of how a lot of technology works; now it’s also being applied to how tech

Enterprise SaaS revenue hits $100B run rate, led 2019-06-28 11:48:44In its most recent report, Synergy Research, a company that monitors cloud marketshare, found that enterprise SaaS revenue passed the $100 billion run

We’re talking Kubernetes at TC Sessions: Enterprise with 2019-06-27 12:48:01Over the past five years, Kubernetes has grown from a project inside of Google to an open source powerhouse with an ecosystem of products and services

Fellow raises $6.5M to help make managers better 2019-06-27 11:21:30Managing people is perhaps the most challenging thing most people will have to learn in the course of their professional lives – especially beca

Fungible raises $200 million led by SoftBank Vision 2019-06-27 11:00:24Fungible, a startup that wants to help data centers cope with the increasingly massive amounts of data produced by new technologies, has raised a $200

Cathay Innovation leads Laiye’s $35M round to bet 2019-06-27 10:22:46For many years, the boom and bust of China’s tech landscape have centered around consumer-facing products. As this space gets filled by Baidu, A

Amperity update gives customers more control over Customer 2019-06-27 09:03:26The Customer Data Platform (CDP) has certainly been getting a lot of attention in marketing software circles over the last year as big dawgs like Sale

Bright Machines wants to put AI-driven automation in 2019-06-26 11:16:00There’s a mythology around today’s factories that says everything is automated by robotics, and while there is some truth to that, it&rsqu

Vulcan Cyber announces $10M Series A to automate 2019-06-26 09:20:42Many software vulnerabilities are already known, and vendors have even issued patches, but the problem is there are so many patches that it’s of

ExtremeTechInternet –

SpaceX Lost Contact With 3 Starlink Satellites 2019-07-01 14:32:03Losing three satellites in a matter of weeks doesn't sound great, and indeed, it would be preferable if none of them failed. However, SpaceX CEO Elon

Udemy Class Review: Rocket Engineering and Interstellar Space 2019-07-01 13:02:48Udemy’s Rocket Engineering and Interstellar Space Propulsion course provides a considerable amount of information on both topics crammed into a

Microsoft Adds Tracking Prevention to Latest Chromium Edge 2019-06-28 14:07:34The latest feature to appear in a pre-release build is tracking prevention. You'll have to tinker with the settings to turn it on, but the process sh

How Shipping a Huawei Phone Via FedEx Made 2019-06-26 16:11:42How a Huawei phone and a FedEx delivery turned into an international incident. The post How Shipping a Huawei Phone Via FedEx Made International News

Udemy Class Review: The Foundations of Computer Design 2019-06-26 11:01:13We look at Udemy's The Foundation's Of Computer Design course to see how well it performs its job of teaching the basics of computer design. The pos

Firefox Zero-Day Used to Install Mac Malware 2019-06-21 17:43:28Mozilla issued an emergency Firefox patch earlier this week, citing a dangerous zero-day exploit. Because it believed hackers were exploiting the flaw

‘Reset’ Nest Cams Could Still Send Video to 2019-06-21 08:36:26The Wirecutter confirmed with a Nest Cam that, yes, Wink retains access to the camera after a reset. This is the case even if someone else sets up the

A Rogue Raspberry Pi Let Hackers Into NASA’s 2019-06-20 12:26:28NASA’s Jet Propulsion Laboratory (JPL) works with some of the most advanced technology in the world including Mars rovers and space telescopes.

Mozilla Issues Emergency Zero-Day Firefox Patch 2019-06-19 15:50:22Mozilla advises all Firefox users to update to the latest version of the browser as soon as possible. The company has just become aware of a zero-day

Protect Your Online Privacy With the 5 Best 2019-06-17 12:21:48Investing in a VPN is a smart choice right now, but the options are vast. To help narrow things down a bit, we've rounded up five of our very favorit

People Aren’t Patching for the BlueKeep Windows Exploit, 2019-06-06 13:32:22Now even the NSA is getting worried that the so-called BlueKeep flaw could result in a dangerous worm that spreads across the globe, wreaking havoc on

Microsoft Says Forced Password Resets Don’t Improve Security 2019-06-04 13:07:28For decades, the baseline password practices Microsoft provided to customers suggested forcing employees to change their passwords every 60 days. Acco

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