How to use conversational commerce to improve the customer experience

Conversational commerce is the use of messaging apps, live chat, chatbots, and voice assistants to help customers ask questions, get recommendations, and make purchases in real time.

Today’s customers expect quick answers and a seamless shopping experience. If they can’t find what they need or get help fast, they’re likely to move on to a competitor. That’s why conversational commerce has become such an important part of online selling.

Creating two-way conversations throughout the buying journey enables businesses to answer questions, build trust, and make it easier for customers to complete a purchase. In this guide, we’ll explain how conversational commerce works, why it matters, and how you can use it to grow your business.

What is conversational commerce?

Conversational commerce is a term that was coined by Chris Messina in 2015 that refers to the use of messaging and communications technologies to provide customers with friendlier, more personalized interactions. It seeks to connect a brand or retailer with consumers and prospects through messaging apps or chatbots to deliver a more social experience.

Messina, an American blogger and inventor of the hashtag, explained that “conversational commerce is growing, and concierge-style services may become the primary way in which people transact on their mobile devices.”

Essentially, conversational commerce is about making online shopping more convenient and personalized. Instead of searching through pages of products, customers can ask questions, get tailored recommendations, and complete purchases through chat, messaging apps, or AI assistants.

Conversational commerce continues to gain momentum. According to industry research, global spending on conversational commerce channels is valued at $14.47 billion in 2026, and is expected to rise to $39.53 billion by 2034. This reflects the rapid adoption of AI-powered chat and messaging solutions across retail and ecommerce.

What are the main conversational commerce channels?

There are four primary channels brands can use to engage in conversational commerce:

Channel	Description
Messaging Platforms	Apps like WhatsApp, Facebook Messenger, and WeChat allow customers to interact with brands from their favorite platforms.
Live Chat	Real-time conversations with an agent or bot on a brand’s website or app.
Chatbots	AI-powered automated assistants that handle customer inquiries, recommendations, and transactions 24/7.
Voice Assistants	Platforms like Siri, Alexa, and Google Assistant enable voice-based shopping and customer service.

1. Messaging platforms

Messaging platforms allow customers to interact with a brand wherever they are. Many companies connect with customers through apps like WhatsApp, Facebook Messenger, and WeChat. Some brands or retailers have messaging channels embedded in their websites or their apps.

2. Live chat

Live chat lets customers have real-time conversations with an agent or a bot on the brand’s website or app. It can have significant drawbacks, though; for example, when a customer leaves your page or if there is no action for a few seconds, the conversation will end and disappear. 

3. Chatbots

Chatbots use AI to automate customer interactions, like handling inquiries, providing product recommendations, and processing transactions around the clock. They can be integrated into websites, apps, and messaging platforms to provide instant responses.

4. Voice assistants

Voice assistants are growing in popularity, spurred by well-known assistants like Siri and Alexa, as well as voice assistants by Google and others. Industry estimates suggest that over 75% of U.S. households now have access to voice-powered assistants through smart speakers or smartphones, making it a prime channel for interacting with customers from a conversational commerce perspective.

How does conversational commerce improve each stage of the customer journey?

Typically, the customer journey includes five stages that can be enhanced using conversational commerce tools:

1. Awareness: The customer identifies a problem and begins looking for a solution. A business can use conversational tools to let the customer know that it understands their issue and can solve it.
2. Consideration: The customer has conducted preliminary research and compared your business with competitors. Use conversational tools to give the customer more details and offers to prompt a purchase.
3. Decision: The customer has made up their mind to purchase. Keep them engaged and strengthen their decision by providing social proof and addressing grievances instantly.
4. Retention: The customer has gathered all the information they need. Send messages from time to time and respond to their feedback, but avoid spamming them.
5. Advocacy: The customer has become your brand ambassador. Ask them to write a testimonial or product review regarding their shopping experience.

Imagine that a user comes across the ad of a particular sunglasses brand while scrolling Facebook. When he clicks the ad, it takes him to the brand’s website. The brand has a live chat integrated into its website that greets him and lets him know about the various discounts and offers.

Attracted by the deal, he asks a series of questions about the type, shape, and fit. The brand immediately responds with the required details. He finally finds the sunglasses he wants and makes the purchase.

He has now become a customer of the brand. Its conversational tools can provide him with shipping details and return policies almost instantly. The real-time responses from the brand instill a sense of brand loyalty. An excellent customer experience means he is highly likely to recommend the brand to his friends and family.

Conversational commerce and the retail industry

Retailers can use conversational commerce tools to create better experiences both online and in person. Many businesses already use tools like live chat, WhatsApp, SMS, and AI chatbots to answer questions, share product recommendations, announce new arrivals, and provide customer support. These conversations make shopping feel more personal while helping retailers engage customers wherever they are.

Conversational commerce also helps businesses build stronger customer relationships after the sale. Personalized follow-up messages, tailored product recommendations, exclusive offers, and abandoned cart reminders keep customers engaged and encourage repeat purchases.

Rather than sending the same marketing message to everyone, retailers can use conversational commerce to deliver relevant, one-on-one experiences that build trust, increase loyalty, and drive long-term sales.

Brand examples of conversational commerce success

Below are a few retailers who are already using conversational commerce every day.

• American Leather: This Texas-based customized leather furniture company uses a chatbot on its ecommerce channel. After each purchase, customers can check order status, get receipts and invoices, and review warranty terms at their convenience.
• Sephora: The beauty retailer’s chatbot on Facebook Messenger helps customers book makeovers, try on products virtually, and receive personalized recommendations. It contributes to an increase in in-store visits and online conversions.
• H&M: The fashion retailer uses a chatbot to help customers browse outfits, get style recommendations, and complete purchases directly within messaging apps, which streamlines the shopping experience.

What are the benefits of conversational commerce?

Conversational commerce is meant to provide a customer-centric shopping experience. In a way, these tools emulate a sales assistant at a brick-and-mortar store, who gives personalized recommendations and guides the customer through purchases.

Its key benefits include:

• Seamless purchasing: Customers can buy products directly from messaging apps without navigating multiple platforms.
• Personalized recommendations: AI-powered tools deliver tailored product suggestions based on customer preferences.
• Customer insights: Businesses can analyze conversations to understand purchasing habits and deliver targeted marketing.
• Upselling and cross-selling: Brands can recommend complementary products to increase order value.
• 24/7 availability: Chatbots provide instant support around the clock, improving response times.
• Improved customer loyalty: Real-time, personalized interactions build stronger brand relationships.

Ways to implement conversational commerce

A common misconception is that conversational commerce is simply about selling products or services through chat apps. In reality, it goes much further. Conversational commerce creates ongoing, meaningful interactions throughout the customer journey to build lasting customer relationships.

To be effective, conversational commerce must combine conversational marketing, conversational selling, and conversational customer support into a seamless experience. With tools like GoDaddy Airo AI Builder and GoDaddy Conversations, businesses can create AI-powered customer interactions while managing conversations across multiple channels from a single platform. Here’s how:

1. Identify your customers’ preferred channels: Determine which messaging platforms, social media channels, chat tools, or voice assistants your target audience uses most frequently. This helps you meet them on their terms.
2. Build an AI-powered customer engagement experience: Use Airo AI Builder to build a site with an AI chat experience that answers common questions, guides visitors, and supports purchases, often using integrations like OpenAI for the chat layer.
3. Connect conversations across channels: Customers often interact with businesses through multiple touchpoints, including websites, social media, and messaging apps. Integrating these channels ensures customers can continue conversations seamlessly regardless of where they start.
4. Centralize conversation management: Use a unified platform like GoDaddy Conversations to manage customer interactions from multiple channels in one place. This helps teams stay organized, respond faster, and maintain consistent messaging across the customer journey.
5. Balance selling with relationship-building: Focus on delivering value, answering questions, and providing support, not just driving sales. Customers are more likely to engage with brands that prioritize helpful, personalized interactions over aggressive selling tactics.
6. Leverage AI for personalization: Use AI tools to analyze customer behavior and preferences, so you can offer personalized recommendations, tailored content, and more relevant conversations that improve engagement and conversion rates.
7. Monitor and optimize performance: Track key metrics like response times, customer satisfaction, engagement rates, and conversion outcomes, and use the insights to refine your conversational commerce strategy.

To get the most out of conversational commerce, meet your customers where they already spend their time. Your website, social media channels, and messaging apps should all deliver a connected, consistent experience that makes it easy for customers to get help and make a purchase.

A website chatbot is a great place to start, but it’s only one part of the strategy. Pair AI-powered chat tools with a centralized platform for managing customer conversations so you can respond faster, deliver personalized recommendations, and create a smoother buying experience from first interaction to checkout.

Are you using conversational commerce?

Conversational commerce is here to stay and continues to play a critical role in the ecommerce sector. As competition intensifies, brands will continue to invest a significant amount of money and time to improve the customer experience.

Customers expect quick answers and personalized support wherever they shop. Businesses that make it easy to ask questions, get recommendations, and complete a purchase are more likely to earn trust and keep customers coming back.

You don’t need to reinvent your customer experience to get started. Look for opportunities to add conversational tools where they can make the biggest difference, such as on your website, through social media, or in your messaging channels. As your business grows, you can expand your strategy and continue creating a shopping experience that keeps customers engaged.

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