Conversational commerce has emerged as a powerful way for customers to chat or speak with brands, allowing them to discover, explore, and purchase products — all within a seamless, natural dialogue. Rather than hopping between static web pages, consumers get an experience akin to talking to a knowledgeable store associate, but on channels they already use daily, such as messaging apps or voice assistants.
Despite this rising trend, many businesses remain on the sidelines. According to Forrester’s Predictions 2025: Digital Commerce:
“Just 20% of brands will add conversational commerce, despite customer openness.”
That means a staggering 80% of businesses will fail to capitalize on this opportunity, leaving revenue and engagement on the table.
Meanwhile, the same Forrester research points out:
“Over one-third of online adults in the US, France, Germany, and the UK — and over two-thirds in metro China and metro India — already use instant message, chat, or direct message monthly or more often to communicate with companies or brands when they research products or services to purchase.”
And yet, it’s not just about building a chatbot. Forrester cautions:
“But these types of natural-language shopping interactions will be sparse. Many retailers already neglect chat earlier in the customer lifecycle.”
So, even though customers are enthusiastic about asking detailed questions or checking inventory over chat, only a fraction of brands are primed to meet them there.
Why the gap? Let’s explore the common barriers to adoption and how Contentserv’s integrated solutions help organizations seize this growing opportunity.