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Conversational commerce is the use of messaging, chat, or voice conversations to help customers discover, evaluate, buy, or get support for products and services.
A human representative, chatbot, or AI agent can deliver the experience. The conversation may happen in real time or continue across messages, and checkout can take place inside the channel or on a separate merchant page. Conversation is the defining interface; artificial intelligence and autonomous purchasing are optional capabilities.
How conversational commerce works
Illustrative store chat: a shopper asks, “Will this backpack fit my 16-inch laptop?” The representative asks for the laptop model, checks the bag's internal dimensions, and explains which size fits.
The shopper then asks whether the bag can arrive before a trip. The representative checks the delivery options for the shopper's region and sends the appropriate product link. The shopper completes checkout on the retailer's site.
That is conversational commerce even though a human answers and payment happens outside the chat. An automated assistant could support the same exchange if it has reliable product and delivery data and a way to hand off unresolved questions.
Conversational commerce vs related commerce terms
Conversational commerce vs conversational marketing
Conversational marketing focuses on starting a relationship or qualifying a lead. Conversational commerce applies dialogue to product decisions, buying, and related service. A conversation can move from marketing into commerce.
Conversational commerce vs social commerce
Social commerce uses social platforms for discovery or selling, including shoppable posts. A product discussion in a social DM can be both social and conversational commerce.
Conversational commerce vs agentic commerce
Agentic commerce involves an AI agent advancing a commercial goal through decisions or actions. Conversational commerce can be human-led. An AI shopping agent can participate in both through dialogue.
Conversational commerce channels
IBM’s conversational commerce overview describes messaging and voice channels, including interactions with human agents. The channel is where the conversation happens; a person, chatbot, or AI agent can handle it.
Website and in-app chat
A chat widget helps a customer without leaving the store or app. It can use the current page or cart as context where supported, making it useful for product questions and checkout assistance.
Messaging apps
Channels such as WhatsApp or Messenger let a customer ask questions and return to the thread later. The same thread can carry product questions, a purchase link, and later order updates.
Social direct messages
A customer can move from a post or creator recommendation into a private conversation with the business. For example, a shopper can ask about the size or availability of an item they saw in a post.
Voice conversations
A phone representative or supported voice assistant can help with product questions, bookings, or order support. Speaking can be useful when the customer wants help without typing, such as asking about an existing order.
Conversational commerce use cases
Discovery: clarify what the customer needs
The conversation turns a broad request into usable criteria. A gift shopper might describe the recipient and occasion before knowing a product category.
Evaluation: resolve a buying question
The service compares variants, checks compatibility, or explains policies using reliable sources. It should distinguish confirmed details from information that needs a merchant check.
Purchase: provide the right next step
The service can share a product link, explain a checkout issue, prepare a supported cart, or offer in-channel checkout where available. It asks for confirmation before taking a paid action.
After purchase: help with the order
The conversation can support delivery questions, returns, or exchanges when it connects to the relevant merchant systems. Order access needs authentication and appropriate data permissions.
How AON supports conversational commerce
An AI app can use AON to find relevant offers during a buying conversation. For example, after a shopper explains their budget and preferred bag size, the app can retrieve matching offers and explain the options.
The shopper can follow an offer to the merchant to buy. The conversation helps them choose, while the referral connects that choice to a place to complete the purchase.
See AON integration best practicesCommon questions about Conversational commerce
Does conversational commerce require AI?
No. Human representatives can provide conversational commerce through messaging, chat, or voice. Chatbots and AI agents are optional ways to deliver or scale the experience.
How is conversational commerce different from a standard online store?
A standard store lets shoppers browse pages and filters. Conversational commerce lets them describe what they need and ask follow-up questions. A retailer can offer both: a shopper might browse a backpack, ask whether a laptop fits, and then buy on the product page.
What makes conversational commerce useful to shoppers?
It helps answer questions that product filters may not resolve, such as compatibility, gift suitability, or delivery needs. A useful conversation narrows the choice and gives the shopper a clear next step.
Must checkout happen inside the chat?
No. A conversation can help the customer choose and then send them to a merchant-controlled checkout. In-channel checkout is an additional capability that depends on the platform, merchant integrations, and required authorization.
Can a small business start without a chatbot?
Yes. A business can begin with staffed chat or messaging for a narrow set of product questions, use approved answers and product links, and measure whether customers get useful help. Automation can follow once the team understands recurring tasks and escalation needs.
Sources
- IBM: What is conversational commerce?Industry guide
- AON integration best practicesAON documentation