Voice Commerce – The Future of E-Commerce in India

  • Nandita Raman
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  • Published Date : 19 April , 2020
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  • Updated Date : 18 May , 2020
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    • 4 min read

By now, we’re sure you’re aware that smartphones play a huge role in driving sales in retail. But did you know that 28% of the search queries in India are done by voice?

BigCommerce reports that by 2021, mobile eCommerce sales are said to account for 54% of the total eCommerce sales & it also projects a 270% growth in voice-based queries in India.

What’s the current trend with Voice Search?

Most e-commerce brands are looking at voice as an opportunity to grow and expand their businesses. Reports state that 43% of brands surveyed agree that Voice Search in e-commerce is an opportunity to harness while 26% agree on the same to a reasonable extent. With added risks, the benefits still seem to outweigh for most brands. Voice assistants are now part of most homes’ everyday life, starting from morning alarms, reminders to turn off their cookers to even playing music. This seems to be a promising touchpoint for e-commerce as consumers could soon begin online transactions through voice, as the technology becomes more pervasive in their everyday lives. 

To learn more about Voice Search trends, watch our video on The Complete Guide to Voice Search Marketing 

Voice shopping happens to be one of the latest trends shaping the future of eCommerce and as we all know, retail is growing faster than anything else.

So, how did it all begin?

IBM, a tech giant, started way back in 1961, the first-ever speech recognition software. When you look back at the iPhone, Siri, for example, was started in 2011 followed by Amazon which released Alexa in 2014. It's not novel but it has certainly become more relevant these days with more households using voice assistants in their daily lives. Voice assistance technology is definitely creating a large impact on E-commerce.

What is Voice commerce? 

Voice Commerce is a technology that provides the user with an alternative option to purchase a product online instead of using a keyboard and mouse. It is 3 times faster than the web interface. In other words, it screams convenience. 

How would Voice commerce enhance a customer's buying experience?

  1. Shopping through Voice Search technology evidently simplifies and eases the process of transacting online. For starters - It is hands-free. Multitasking happens to the new fad for most busy households these days. All that the customer needs is to search and buy something online using a virtual Voice Search assistant such as Alexa, Google Assistant, Siri etc. With the assistance of voice shopping, completing a purchase becomes simple and can be done at any time of the day - even when you’re in the shower or eating if your voice assistant can hear you!

  2. Apart from being extremely convenient for first-time orders, it is also useful for repetitive orders. Since the Voice Search algorithm knows what you’ve purchased previously, it can help you with repeat orders.

Here are some disadvantages to keep in mind:

  1. You may face a slight difficulty in browsing, especially in the B2B space when product names are difficult to pronounce or if you have too many product codes or multiple colours, the technology might not be developed enough to grasp the subtle nuances and modify the searches just yet.

  2. Privacy concerns. Research states that many people do not feel comfortable about having a voice assistant or a microphone that’s always listening to private conversations in their household or office as they see this as a  breach of privacy. However, customers are gradually adapting to it in the current scenario and brands are leveraging the fact that Voice Search is growing rapidly in the market and if you do wait too long to optimise your technology for Voice commerce, you will fall behind.  

3 ways to leverage voice commerce for your brand to drive more sales:

  1. Build Google Norm Actions / Alexa Skills

With voice being the future, it is important that E-Commerce brands grasp & leverage these trends for their growth. Both Google and Amazon have made this easy for brands to get started with easy-to-use Voice Search assistant templates.

Jetson Ai is an all in one platform to manage your brand’s voice strategy - It is a voice-first market place which helps you connect with consumers across various voice assistants. With Jetson Ai, you can manage all your voice interactions from a single dashboard. Apart from this it also studies and learns about your consumers’ past purchase behaviour and customises their future interactions, making the journey as frictionless as possible.

  1. Build a multilingual voice experience

Various brands have seen rapid growth in consumption of vernacular content overall social media platforms.

Niki.ai is one such company that has a multilingual voice experience which enables consumers to interact with you in their preferred language. This is an interesting strategy which would help you reach India's next billion internet users.

Niki ai helps consumers from tier 2 & 3 cities make purchases online through voice on Redbus, Cleartrip and BookMyShow.

  1. Build conversational experiences across the customer’s purchase journey

The second thing you could explore is to build a conversational user experience across the consumer purchase journey starting from research, product queries to FAQ’s even. This has kindled companies’ interest by presenting a super-intelligent interface that’s going to help grow their businesses. Not only do they understand the text transcription of the consumers, but also the intention behind using those words. 

One such platform is Haptik. An intelligent voice virtual assistant which builds Voice Search based conversational Ai chatbots to help business enable voice commerce. 

These are three possible ways to build delightful voice commerce experiences for your consumers.

How have brands leveraged voice commerce?

A lot of brands have successfully leveraged voice to enhance their business. Some classic examples include Big Bazaar, Dominos, Whirlpool etc.

Smart search was introduced by BigBazaar in 2017 where anyone who searches with a prefix of Big Bazaar on Google was also given exclusive offers. With the success of this campaign and to reach out to more customers and benefit them, Big Bazaar also leveraged voice. 

Early last year, Dominos, rolled out their voice ordering app to make ordering pizza more accurate and efficient for their customers. This turned out to be an extremely successful campaign. With their inbuilt voice technology, they had a headstart over all other competitors!

What does Voice commerce hold for the future?

Voice commerce is not only a trend but is a complete shift in the way we communicate and share things with the world. This also helps brands innovate and launch campaigns which further enhances the brand reputation and in turn leads to a better ROI - This also widens the consumer base to newer audiences. Brands already selling on platforms such as Amazon need to start looking at ways to optimise their listings and create new opportunities on the platform itself starting today. A lot of research and surveys show that optimising for Voice Search definitely gives you a competitive advantage. This is why retailers have already started to use Voice commerce to expand their ROI and keep up with fast-growing technology.




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