The term was coined by Uber’s Chris Messina in a 2015 article published on Medium. It refers to the intersection of messaging apps and shopping.
In other words, consumers can chat with company representatives, get customer support, ask questions, get personalized recommendations, read reviews, and click to purchase all from within messaging apps. Moreover, the consumer engages in this interaction with a human representative, chatbot, or a mix of both. Not only is conversational commerce simpler for consumers who, thanks to messaging apps, no longer need to toggle back and forth between text conversations and websites to gather information and make purchases, but it’s also a step closer to the attention you might get from a sales assistant in the store.
When ordering from a website, you can read reviews to get a sense of whether a product will work for you, but using the chat you can also ask for help. Reducing the steps required, and the number of information sources consumers need to turn to, shortens the distance between prospect and purchase.