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Conversational commerce increases the likelihood of social media sales
09 December 2021
Conversational commerce increases the likelihood of social media sales
Purchase behaviour Shopper research & insight E-commerce & mobile retail

Consumers are 30% more likely to buy on social media if they have participated in ‘conversational commerce’ and interacted with brands on messaging apps.

A new report by global media agency Essence defines conversational commerce as the usage of apps such as WeChat and Facebook Messenger to communicate with customers in a “personal and direct environment”. This represents a scaled opportunity, with more than two billion people globally using messaging services on a regular basis.

Key insights

  • Speed is a huge benefit of conversational commerce, allowing customers to engage brands at any stage of the purchase journey for...

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