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The rise of conversational commerce: What brands need to know

Author

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  • Vassinen, Riku

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.

Suggested Citation

  • Vassinen, Riku, 2018. "The rise of conversational commerce: What brands need to know," Journal of Brand Strategy, Henry Stewart Publications, vol. 7(1), pages 13-22, June.
    • Handle: RePEc:aza:jbs000:y:2018:v:7:i:1:p:13-22
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    More about this item

    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;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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