To what extent is the Dutch consumer prepared to let the purchasing process take place via conversational commerce?
This question is difficult to answer unequivocally: it may ultimately involve only a few steps within the total omnichannel customer journey. Are we talking about voice or chat, and in a conversation with a chat bot or with an actual employee? In order to develop a feeling about it, a research was performed (in collaboration with GfK) among 5000 consumers regarding chat as an interaction form and regarding the consumers’ willingness to buy via chat bots.
About 15% of the consumers surveyed said they wanted to use chat applications for contacting a company. This is 10% more than the score of retailer-specific apps. It is noteworthy that the willingness is greater when one is younger, higher educated or has a larger household / family. Of this 15%, 72% indicated to be open to use chat for making purchases.
In terms of products, clothing, electronics and tickets are best-suited for conversational commerce according to the survey, comparable to the suitability for online shopping in a general sense. Food and home & garden score the lowest when it comes to suitability. Of the people who are open to chat as a means of communication, almost 35% say they want to buy clothes in this way, for electronics this is around 34%,