As consumers increasingly interact with technology through voice-activated devices, such as smart speakers, smartphones, and voice assistants, voice commerce (v-commerce) is becoming the next big thing in marketing and retail. While voice technology has been largely seen as a tool for convenience—such as asking for the weather or setting alarms—its potential in the world of e-commerce and marketing is largely untapped.
In this post, we’ll dive into how voice commerce is transforming the way consumers shop and interact with brands, and why marketers should start considering this channel as a core part of their digital strategy. From voice-activated shopping experiences to personalized recommendations, voice commerce offers a unique and often overlooked opportunity for businesses to connect with consumers in a new, intuitive way.
1. The Growth of Voice-Activated Devices
The global adoption of voice-activated devices is rapidly increasing. In 2023, over 4.5 billion digital voice assistants were in use, and this number is expected to double by 2026. This surge in voice technology use presents a huge opportunity for marketers to tap into a growing medium that consumers are already using daily.
Whether it’s Amazon Alexa, Google Assistant, Siri, or other smart home devices, voice assistants are becoming the gateway to seamless shopping experiences. The question is: are brands ready to capitalize on this shift in consumer behavior?
With voice commerce, brands can reach consumers at home, in the car, or on the go—engaging them during moments when they might not be using traditional screen-based devices. This opens up new opportunities for marketers to develop voice-first experiences that make shopping faster, more convenient, and intuitive.
2. Simplifying the Consumer Buying Journey
One of the biggest advantages of voice commerce is its ability to simplify the buying journey. Traditional online shopping often involves browsing websites, reading reviews, comparing prices, and navigating multiple pages. Voice commerce reduces all of this friction by allowing consumers to make purchases with a single command.
For example, someone might say, “Hey Siri, order more coffee pods,” or “Alexa, add paper towels to my shopping list.” This seamless interaction eliminates the need for users to manually search, click through pages, or navigate complex menus.
This simplicity is ideal for consumers looking for convenience. The easier you make it for a consumer to make a purchase through voice, the more likely they are to complete the transaction. The key for brands is ensuring that their products or services are optimized for voice search so that customers can find them quickly and easily.
3. Personalization at a Whole New Level
When it comes to voice commerce, personalization takes on a whole new dimension. Voice assistants, by nature, have the ability to remember user preferences and previous interactions. Over time, these devices can learn about the consumer’s shopping habits, preferences, and needs, making future shopping experiences highly personalized.
For instance, if a consumer consistently orders a certain brand of coffee or uses a specific product from your brand, their voice assistant can suggest replenishment reminders or even offer exclusive deals. It’s an opportunity for brands to tap into contextual, relevant, and hyper-personalized experiences.
Moreover, voice interactions are conversational by nature. This provides marketers with the opportunity to create more engaging, natural interactions—offering product recommendations, answering questions, and even guiding users through product features—all while maintaining a personal touch.
4. Voice Search and Discoverability
Voice search is not only transforming the shopping process but also how consumers discover brands and products. With over 50% of online searches expected to be voice-based by 2025, optimizing for voice search is becoming a necessity for any brand that wants to remain competitive in the digital space.
Unlike traditional search engines, voice search queries tend to be more conversational and long-tail in nature. People use phrases like, “What are the best running shoes for flat feet?” or “Where can I buy eco-friendly cleaning products?”
Brands need to optimize their content to accommodate this shift. This means adopting a more natural, conversational tone in product descriptions and content, integrating FAQs, and ensuring that your business is easily discoverable through local voice search, especially for smaller or niche products.
With more people relying on voice search to find what they need, the brands that focus on improving their voice search visibility will be the ones consumers turn to first.
5. Voice-Activated Shopping Assistants
One of the most exciting developments in voice commerce is the ability for brands to create their own voice-activated shopping assistants. These AI-powered assistants can guide consumers through their purchasing journey, answer product-related questions, suggest items based on preferences, and even offer personalized discounts.
For instance, a brand like Sephora or L’Oreal could create an AR and voice-activated beauty assistant that provides personalized product recommendations based on a user’s skin tone, past purchases, or even current skincare needs. Imagine receiving a voice-based consultation from a brand, all while shopping from the comfort of your home, at any time of day.
By offering these intelligent, voice-driven experiences, brands can create a more engaging and personalized shopping journey that feels natural and intuitive, further increasing consumer loyalty.
6. Overcoming Challenges in Voice Commerce
While voice commerce presents exciting opportunities, there are some challenges that marketers must address. For one, voice interactions still lack visual cues, which can be crucial for making purchase decisions. Brands must work harder to provide clear, concise, and informative answers through voice assistants.
Another challenge is security and privacy. As voice commerce grows, so too do concerns about personal data and security. Brands need to ensure they are implementing secure payment systems and transparent data privacy policies to build trust with consumers.
Moreover, voice commerce may not yet be a universal solution for all industries. For example, high-consideration purchases like electronics or luxury goods may require more detailed product research that voice assistants are not fully equipped to handle. Brands must assess their product categories and determine if voice commerce is the right channel for them.
Conclusion: The Untapped Martech Opportunity
Voice commerce is not just a passing trend—it’s a revolution in the making. As consumers continue to embrace voice-activated devices, marketers must begin to rethink their strategies to include voice as a powerful tool for engagement, sales, and customer loyalty.
By optimizing for voice search, creating personalized voice experiences, and embracing voice-activated shopping assistants, brands can unlock a hidden Martech opportunity that positions them ahead of the competition. This shift requires a mindset change and a commitment to integrating voice technology into the broader digital marketing strategy, but the benefits—higher conversion rates, deeper consumer engagement, and stronger brand loyalty—are more than worth the investment.
As voice commerce continues to evolve, the brands that adapt now will be the ones leading the charge in the next era of shopping. Don’t miss out on the opportunity to tap into this powerful, emerging channel. The voice commerce revolution is here, and it’s time to start listening.