How large retailers are going to sell with text messages

Large brands are actively adopting the so-called conversational commerce (or C-commerce, Conversational Commerce). IKEA, Nestle, Walmart sell their goods on WhatsApp and other messengers. This sales channel is gaining popularity due to the fact that it is more efficient and cost-effective compared to the already traditional call centers and email newsletters.

According  to The Economist, 80% of the time spent using smartphones is spent on online correspondence. In messengers, they communicate with their loved ones and friends. People are used to sharing their personal emotions and experiences in correspondence. Due to this, a high level of personalization is achieved – much higher than when using an email newsletter: it seems that the message in the messenger from the brand was written just for you.

Hubspot research shows that messenger messages are more clickable than emails. For example, in Facebook Messenger messages, users click on the link in 13% of cases – this is 619% more than in email newsletters.

According to experts, C-commerce is a return to the past. For a long time, trade was based solely on the dialogue between the seller and the buyer. In addition, as AI technologies develop, the conversational patterns of bots in business accounts become more and more complex, and therefore such assistants are already able to conduct an almost natural dialogue with customers.

Experts believe that in a decade, conversational commerce will replace traditional e-commerce. However, you need to be careful: instant messengers are a very personal space. If you try to sell a new kettle to someone who just got into an argument with their lover, it could be an immediate lockdown.

According to Oracle, 65% of users prefer to communicate with brands in messengers. At the same time, half of them expect that business accounts can be accessed around the clock.

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