How to unlock the potential of conversational commerce for growth in SEA

Manasa Harikar

When shopping meets digital conversations, there is conversational commerce and that makes it integral to social commerce because of its ability to drive sales and support a full-funnel journey, says Mindshare’s Manasa Harikar.

This article is part of a Spotlight series on social commerce in APAC. Read more

Conversational commerce (c-commerce) is the intersection of shopping and various means of digital conversations, making it an integral part of social commerce.

In Southeast Asia, high-end luxury brands like Dior and LV have been using messaging apps for years to communicate their story, close sales and provide exceptional and timely service. On the other hand, micro-sellers like mom and pop stores, hyperlocal and community-based sellers in the region have been conducting their own form of one-to-one c-commerce through messaging apps before...

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