20 December 2022 B4-GROUP

Conversational Commerce

Conversational commerce is a way of shopping that relies on using chat or other forms of real-time communication, such as voice or video calling, to interact with businesses or online stores. The benefits of this type of commerce are many:

  1. Convenience: consumers can shop without having to physically go to a store or browse a website, just send a message or make a call.
  2. Personalization: companies can provide personalized assistance and respond to customers’ questions or requests in real time.
  3. Trust: real-time interactions with a real person can help build trust in the company and the product.
  4. Simplicity: the purchasing process can be made easier and faster through the use of chat or other forms of real-time communication.
  5. Accessibility: conversational commerce is accessible to anyone with a smartphone or computer, regardless of geographic location.
  6. Data analysis: interactions with customers through conversational commerce can provide a wealth of data that companies can use to improve their products or services.

Messaging platforms such as Whatsapp, Telegram, and Messanger have revolutionized communication in daily life, moving from predominantly synchronous communication which simultaneously engages both interlocutors (e.g., phone call, synchronous chat) to asynchronous communication, which is much “easier” because it does not assume the contextual readiness and time commitment of the interlocutors


The advantages of asynchronous conversation are so obvious that more and more companies are pushing to adopt this type of channel in their conversations with customers, producing a reduction in operating costs and a corresponding increase in the perceived quality of their customers, thanks to the greater ease of access and by actually eliminating waiting times.

Technological and digital evolution has led human beings to communicate more and more through messaging applications.

The communicative impulse stimulated by this channel has enabled a new relational model between the human being, understood as consumer, and the brand, generating the need to communicate with each other through the preferred messaging service.


Conversational Commerce is a term that identifies those communication strategies that allow discovering, reaching and selling to customers/consumers through messaging systems, and most importantly, providing them with all the support they need through the Customer Journey.


More than ever, consumers prefer to interact with brands that make communication simple, instantaneous, and highly personal.

In fact, a McKinsey & Company study found that more than 80 percent of consumers want a direct experience from brands.

Providing this level of personalization can be difficult on any budget.

Fortunately, conversational artificial intelligence makes it possible to scale these richer experiences across the customer base, saving costs and increasing customer satisfaction, ending the days of having to call an 800 number for a simple request.

Conversational artificial intelligence enables consumers to interact through messaging or voice, providing tools to automate and personalize the digital experience.

To make the interaction even more individual and profound, the use of omnichannel tools makes it easy and cost-effective to personalize the contact channel as well, tapping into the preferred medium that makes them most comfortable by synergistically integrating popular messaging apps such as WhatsApp, Facebook Messanger, Instagram, etc.

Continuous and streamlined engagement is critical to a convenient and effective customer service experience, which 98 percent of consumers say makes them more loyal to the brand. In fact, brands that implement a conversational Al-based customer engagement strategy see an increase in first contact resolution rates of up to 15 percent,while reducing overall contacts per customer.  By thus reducing overall contact center volume, messaging becomes an even more efficient channel than voice, reducing the cost per conversation by up to 50 percent.

Offering consumers the ability to ask questions about products or receive assistance with purchasing. Through the integration of Al-powered chatbots it can help provide 24/7 assistance, reduce shopping cart abandonment and improve conversion rates by up to 1Ox

The potential of this new way of approaching customers significantly impacts sales, especially in the early stages of conversational engagement.  On average, with our solutions, customers automate 50 percent of inbound conversations, increasing the average order value by up to 20 percent more.


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