With the increasing presence of readily accessible digital assistants in handheld devices, it’s common to hear people using them either in bustling city streets or within the comfort of their homes. A study by Mircosoft named “From Answers to Action: Customer Adoption of Voice Technology and Digital Assistants” revealed that a substantial 72% of consumers report utilising voice search through digital assistants such as Apple’s Siri, Amazon’s Alexa, and Microsoft’s Cortana. Interestingly, it’s not merely for searching; people use voice assistants to purchase.
A report by WATConsult, Dentsu India’s digital agency, revealed that India had around 168 million voice commerce shoppers in 2022—people who use voice search options for shopping. Among them, about 42% of female shoppers and a significant portion of the 18-24 age group frequently used voice assistants for online shopping. Professionals in major cities also reported using voice assistants for their online purchases.
Voice commerce involves technologies allowing consumers to buy products or services using their voice. This trend aims to make online shopping more human-like, reducing checkout issues and abandoned carts. The familiarity with voice assistants like Siri, Alexa, Cortana, Bixby, and Google has made talking to devices for information or purchases common. Companies will likely keep improving their voice assistant skills to advertise and sell products more effectively.
A study from Juniper Research predicts a substantial increase in digital voice assistants by 2024, showing the rapid adoption of voice commands in online searches. Businesses should pay attention, given that 20% of Google searches are voice-based. With increasing smartphone and internet usage in smaller Indian cities, there’s a huge potential for e-commerce to reach this expanding market. Using local languages in voice-enabled searches can attract a broader audience, providing personalised and accessible shopping experiences.
By focusing on the evolving needs of this expanding market, e-commerce companies can stand out and build loyal customers. Immersive commerce is gaining traction, aiming for seamless shopping experiences across various platforms.
Leveraging AI and machine learning in voice-enabled technology can help companies understand customer behaviour and optimise promotions. Brands must rethink their strategies to align with customer preferences and provide personalised shopping experiences. Success in voice-enabled technology for e-commerce requires more than just using it for promotions. Brands must revamp their strategies to connect with customers where they spend time and offer engaging shopping experiences.
Voice search technology has some downsides. For smaller businesses, picking the right tech and setting up a voice-friendly online store can be tough. Bigger brands with lots of products struggle to organise them for voice searches. Voice commerce also faces issues with different languages and dialects. Global brands need top-notch language processing. Using voice commerce and natural language processing means people talk to their devices, so companies need to ensure user privacy.
Voice commerce is changing how we shop, making it easier, more personal, and more accessible than ever. As tech gets better, the challenges of voice commerce will likely be fixed, making it even more a part of our lives. Businesses that embrace this shift can improve customer experiences, sell more, and stay competitive in e-commerce. It’s not just a tech upgrade—it’s changing how we shop in the future.
