Voice-controlled assistants such as Amazon Echo (Alexa), Google Assistant or Apple’s Siri have been involved in discussions about data protection and privacy for several years. On the other hand, the impact of Smart Speakers and Co. on e-commerce is rarely discussed. Voice Commerce or vCommerce is the integration of voice search and voice-controlled everyday helpers into targeted product searches and online shopping.
A recent Microsoft study shows that the acceptance of voice-activated shopping continues to grow and that 34.9 percent of respondents have already placed at least one order using voice assistants, which they would rate as positive. In addition, as many as 52 percent of participants use voice commands in everyday life to control a smart speaker. A ComsCore study goes even further, stating that by 2020 every second search will be a language search.
It is also interesting to look at the average situations in which voice commands are used: As expected, the living room and the office are located here. Surprisingly, however, the cinema, the fitness studio and public toilets are also common places of use.
For consumers, voice search is particularly attractive because it provides a result that is individually tailored to their needs in a short time and requires less effort in researching or viewing search lists.
Conclusion: vCommerce is already in the fast lane of e-business: giants like Lieferando and Amazon are actively relying on the power of language assistants and are thus drawing many of their colleagues under their spell. This means that an increasing number of users can be expected in the future, as well as continuous optimization of the language assistants. The coming year, for example, will offer online merchants who have not yet integrated voice search a good opportunity to expand their shops with smart voice searches.