Conversational Ecommerce Chatbot: 5 Use Cases [Examples]
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Conversational Ecommerce Chatbot: 5 Use Cases [Examples]

Conversational Ecommerce Chatbot: 5 Use Cases [Examples]

Considering implementing a chatbot in your online store? Want to boost your eCommerce business? Check the best practices and how to do it right with this blog post.

What would you say about getting tailored recommendations within minutes as you shop online? How about making an online purchase without scrolling and browsing the web? Tasks such as requests for renewing subscriptions, customer queries about the most highly-recommended products, or even purchasing Christmas gifts can be all done super fast with the support of a virtual assistant. This is what conversational e-commerce is about.

There are many commerce strategies that can be quite complicated and time-consuming in implementation. But there is one very simple and effective way to get customers’ attention–having a nice conversation.

Conversational commerce is one of the best ways to improve your customers’ experience. A low product or service price matters, but it turns out that the user experience is even more important.

Here is one great way to improve it.

What is conversational commerce?

Conversational commerce is a way to generate new leads by various means of communication. Very often it means purchasing via text and bypassing websites entirely.

This approach is used by many brands and retailers in order to add a more human element to their online marketing strategies. The size of your company or store doesn’t matter - conversational commerce works for everyone.

The core of conversational e-commerce is interaction with customers. It brings a human factor while shopping online. The aim of conversational commerce is to build a bridge between online shoppers and shop assistants by chats, live video, or text. Conversational commerce aims to create interactions similar to those that are had in actual stores.

That kind of commerce gives the opportunity for retailers to offer better e-commerce solutions and unique offers.

Benefits of conversational commerce

First off, conversational commerce is highly profitable. Companies can use it to provide real-time support and recommendations to their customers, and it is also a chance to grow the brand. Conversational commerce brings benefits for both your business and potential customers.

Increase online sales

Thanks to conversational commerce, customers may have a similar shopping experience as if they spoke with a shop assistant. Both in a shop or online, there is always someone available to help, as chatbots can ask a visitor the same question as a shop assistant would. Being there for a customer to suggest a product or service and answer questions also provides an opportunity to recommend some other suitable options.

Get feedback

Thanks to conversational commerce, you can receive feedback from your clients. The possibility of having a dialogue with customers presents an opportunity to get to know about their shopping experience, which will be valuable for making future improvements. After using your services or purchasing a product, a chatbot can ask customers how they rate the experience in one click, as in the example below.

Lower risk of cart abandonment

In many cases, customers do not finish making a transaction and drop their purchase. This may happen for various reasons. If you are wondering why customers resign from completing transactions, use a chatbot to ask them about it. As you already know, chatbots are great at gathering customer feedback. Also, a chatbot can remind your customers about the products left in their shopping carts and encourage them to purchase.

A chatbot is always in a good mood

Everyone has bad days. It happens and it’s completely normal. Unfortunately, an agent’s bad mood can affect the experience of customers who want to contact you or need advice. To avoid such situations, chatbots are a great solution - they are always in a great mood and ready to help.

Gain customers’ loyalty

When clients feel cared for and have a good customer experience, they will tend to shop again. Conversational strategy is a great way to provide that. Visitors get personalized recommendations based on their needs, so it’s not surprising that they want to come back to you.

Channels for conversational commerce

Here are some channels where you can implement conversational commerce:


Artificial intelligence (AI), natural language processing (NLP), and machine learning (ML) are the basis for chatbots that are widely used in conversational commerce. Thanks to new technologies, chatbots are becoming increasingly intelligent, human, and useful for your business.

AI-powered chatbots enable you to have automated conversations with customers using natural language. Their aim is to support customers and bring benefits to your business. Chatbots are fully automatic, so you can save time and money with visitors that do not need daily human attention. Chatbot assistance is growing in popularity–for around 40% of users, it has become their preferred channel.

Live chat

Live chats enable managing real-time conversations between clients and human agents. Users can contact customer service agents to ask about personalized product recommendations or how to solve problems during online shopping. This is a good alternative because nowadays fewer people are eager to make phone calls. Live chats have become the preferred option over mailing or calling.

Messaging apps

Facebook Messenger and WhatsApp are two leading messaging platforms. They provide opportunities to use popular messaging apps for conversational e-commerce as well. It is worth checking your company’s messages frequently and taking care to respond quickly.

Messaging apps are a great opportunity for online stores to show a personal touch by chatting with clients. Those channels give an opportunity to use emojis or GIFs, which give an even more personal touch and shorten the distance between virtual assistants and customers.

Voice assistants

Thanks to artificial intelligence (AI) and natural language processing (NLP) this type of personal assistant is activated by a human voice, responding to questions and reacting to commands. Thanks to this option, a buyer can authorize a purchase without even looking at their screen. Voice assistants are great while driving or other activities that keep peoples’ hands busy. Siri, Alexa, and Google Home are the top voice assistants that are always ready to help.

Examples of conversational commerce

Most online shoppers already have some conversational commerce experience. Let’s look at some examples of chatbots for which this kind of communication works perfectly.

#1 eBay

eBay uses a chatbot that is integrated with Facebook Messenger. Thanks to the chat experience, clients have easy access to a personalized shop assistant who is ready to help all the time. Users can find shoes, clothes, electronic equipment, or whatever they are keeping an eye on very quickly and save plenty of time.

Have you ever seen an amazing piece of clothing on the internet, in a shop, or in a friend’s wardrobe and then wanted to buy something similar on the internet?

Customers purchasing on eBay can also send a picture of what they want to buy and get a response with offers. It really is like a nice chat with a friend.

#2 Lego

Lego uses Facebook Messenger to support customers. Their chatbot, Ralph, assists with choosing an ideal Lego set by asking a few questions. Ralph is very interactive and also quite funny.

Originally, Ralph was created to help customers choose Christmas gifts. Users can get information about products they are interested in on Messenger, and don’t have to open a browser to see the descriptions of recommended products.


#3 Clinique

This company offers various channels for conversational commerce. On their website, one can find options such as live video chats, messaging apps, Facebook Messenger, and live chats.

Customers who choose a chatbot can take a short quiz to find out what type of skin they have. Then, depending on the answers, they will be directed to products that fit their needs.

#4 Marvel

Marvel uses a chatbot primarily to sell movie tickets and boost sales. They made it effortless for users to buy tickets via chatbot. There is no need to search for information about the time or place of movies online–the bot asks questions and makes suggestions according to the user’s preferences. Thanks to this chatbot, purchasing a ticket for an upcoming show is quick and easy.

#5 Domino’s

Domino’s made Twitter a permanent option for placing and completing orders. By adding a pizza emoji to a tweet or message on Slack or Facebook, customers can order a pizza to their place. This is an incredible example of a successful conversational commerce trend for increasing customer loyalty.

How to start with conversational commerce?

Here are some bits of advice that may help you start out with conversational commerce.

Set business goals

The first thing to do is think over your business needs and set goals.

  • Why are you going to implement a conversational tool?
  • Do you want to increase your conversion rate?
  • What results do you expect?
  • What are you focused on?

The answers to these questions will give you an idea about what to do, what obstacles you may face, and which tool would be the most suitable for you. If your goal is to increase conversions or speed up the purchase process, a chatbot would be a good solution for you.

TIP: While setting goals, always keep in mind who your target audience is.

Check what works for you and launch your conversational ecommerce campaign

If your business goals are clear, check which tools would satisfy your needs and what channel would be a perfect match for your business.

If you are ready to implement live chats, ensure that there is always someone in charge of talking with customers and responding very quickly. Make sure that your salespeople and customer service reps know the best ways to chat with potential customers.

If there is no such possibility to have someone always available with the clients, a chatbot is a better idea. It’s always good to look before you jump, right? Create an account with Smartsupp and try out a free trial if you are still wondering which tool to choose.

Goals? - set!

The tool? - chosen!

Trial period? - done!

It seems that you are now almost ready with the preparations and that your business is ready to launch a conversation tool.

Let us mention one more thing. To have successful conversational e-commerce, it is good to get some insights–how many people decided to start a chat and how many products were bought? With that information, you would be able to see how well the strategy works. If you choose Smatsupp, you will get detailed statistics on your customers’ satisfaction.

Last, but not least. Evaluate the performance of your chosen tool. Leaning on the process of implementing a conversational commerce tool gives you valuable information. How many conversions has it brought? Did you get more positive feedback since implementing the tool? Analysis of the outcomes will help you in making further business decisions.


Conversational e-commerce can bring many benefits and is a great way to help your business grow. The world is changing at a dizzying pace, and so are the needs of your users. Chatbots that enable the adoption of a conversational commerce strategy are a great solution. Interaction with customers helps keep your business developing because it

  • saves your and your customers’ time
  • drives sales
  • increases customer satisfaction and loyalty

That kind of e-commerce strategy is definitely a win-win solution. If you want to have a chatbot on your website, sign up for a free trial.