Where is the shopping opportunity with voice commerce?
According to a survey from Capgemini, 40 percent of consumers predict that three years from now, they will be more likely to use a voice assistant rather than engage with a retailer’s mobile app or website. That’s up from 24 percent who use or would use the technology today
At a slightly lower level, the study also found consumers expect to be using voice assistants over a number of other retail tasks within three years, including visiting a shop, dealing with customer support/call centers and using a salesperson.
The study, based in a survey of over 5,000 consumers in the U.S., the U.K., France and Germany, explored voice assistants via smartphones (Siri, Cortana, Google Assistant), smart speakers (Amazon Echo, Google home) and non-phone, screen-based devices (Amazon Echo Show/Amazon Fire TV).
Convenience, speed and the ability to multi-task are the primary reasons consumers prefer to work with voice assistants.
For instance, convenience, cited by 52 percent, and the ability to do things hands-free, 48 percent, are the two biggest reasons for preferring voice assistants over mobile apps/websites. Being able to automate routine shopping tasks and a higher level of personalization was tied for third, at 41 percent.
Asked which parts of the shoppers journey they would like to conduct in interaction with voice assistants, the top answers were checking delivery status and making a shopping list. But solid interest was found for using voice assistants for research, customer service needs, receiving recommendations and making purchases.
The majority of consumers also agreed that the voice assistant experience could improve with a better understanding of context, such as understanding different accents and providing relevant recommendations that are personalized to the specific user.
Some skeptics of voice commerce feel the purchasing opportunity with voice commerce is mainly restricted to replenishment of grocery and standard CPG items. A recent Glossy article explored the potential challenges voice assistants may have selling unique, high-end items or helping with choices for items involving size or color.
- Conversational Commerce: Why Consumers Are Embracing Voice Assistants in Their Lives — Capgemini
- Conversational Commerce – Why Consumers Are Embracing Voice Assistantsin Their Lives (study) — Capgemini
- ‘People are never going to want to buy something via voice’: Alexa hasn’t caught on for fashion brands – Glossy
- STUDY: Two-Thirds of Voice-Assisted Device Owners Never Purchase Through Them — Episerver
- The Future Of Consumer Electronics Is Voice-Activated — CMO
- How we are using voice assistants, in one chart — MarketWatch
- Why Voice-Activated Shopping Will Dramatically Change the Retail Business – Footwear News
DISCUSSION QUESTIONS: Where do you see voice commerce making the biggest difference in the shopping journey? Are you skeptical or optimistic about the technology’s potential to drive purchases?