The rise of conversational commerce: What brands need to know

Riku Vassinen

Journal of Brand Strategy, 2018, vol. 7, issue 1, 13-22

Abstract: This paper explains how the three major shifts of mobile-first consumer evolution, messaging platforms evolving into payment platforms, and rapid advancement of Artificial Intelligence have enabled the new era of the internet: conversational commerce. It will define conversational commerce and break down the different dimensions of this phenomenon. The paper explores the benefits for users, and how companies are already taking full advantage of creating assisting interfaces. The paper concludes with practical advice for brands concerning what they should take into account when they create their conversational commerce activities.

Keywords: conversational commerce; digital marketing; social media; messaging platforms; artificial intelligence; machine learning; eCommerce; digital payment; mobile marketing; mobile; big data; user experience; UX; consumer experience; chatbots; service design; branding (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2018:v:7:i:1:p:13-22

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