How e-commerce is evolving into conversational, social and mobile commerce?

The evolution of retail has made it more important than ever for companies to be where their customers are. Retail calls for a strong online presence in multiple channels to reach the audience.

As part of its evolution, e-commerce is branching into conversational commerce, social commerce, and mobile commerce.

Mobile commerce, or m-commerce, is defined as “buying and selling services and goods via a mobile device (for example, a smartphone or a tablet).” Increasingly more consumers shop via a mobile device, growing m-commerce exponentially. From 2020 to 2021, retail m-commerce sales grew by 15.2%; by 2025, they’re expected to constitute 44.2% of retail ecommerce sales in the US — or 10.2% of all retail sales.

A classic example of m-commerce is customer purchasing services or products via an app or a mobile website. But this isn’t the only way m-commerce can be used. Messaging apps could also facilitate commerce.

Conversational commerce or c-commerce, meanwhile, facilitates business via online conversations between brands and customers, letting clients place orders through chatbots, voice assistants, or live agent support. The key advantage of c-commerce is that it’s a more personalized and seamless shopping experience. Messaging apps with payment capabilities, like Viber, can even allow users to shop without leaving the comfort of the app.

Thanks to the brisk pace of technological progress and innovation, the world of retail is evolving rapidly, and companies recognize the advantages of a holistic, cross-discipline approach. By understanding the customers and their needs and leaning into these innovative capabilities, brands can design a seamless, personalized, and omnichannel customer journey.