The case for conversational commerce: How L’Oréal chats with Vietnam

Conversational commerce, or c-commerce, is emerging a key opportunity for brands to engage and connect with consumers in APAC.

Conversational commerce (c-commerce) is on the rise and this new variant of e-commerce looks set to grow with the popularity of messaging.

“We are seeing this shift to messaging play out across all our platforms with over a hundred billion messages being sent every day,” said Karen Teo, Facebook’s global business group vice president for APAC, at an IAB SEA+India webinar. With the recent pandemic, messaging on Facebook shot up by more than 50% in February this year. “In times of crisis, people seek out sources of information and want to connect.”

Consumers, she observed, are demanding a new type...

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