The Evolution of eCommerce: How Voice Technology is Changing the Game

In the online shopping landscape, consumer habits are perpetually evolving. Over the last decade, there’s been a notable transformation in the ways people buy products, and the rise of voice technology is accentuating this change even further.

Now, voice commerce is becoming a major component of online business operations. By leveraging voice responses, shoppers can quickly browse products, add items to their cart, and check out without ever touching a screen.

This disruption of traditional eCommerce models is creating new opportunities for web developers as well as certain challenges.

Understanding Voice Commerce

Voice-activated shopping is an alternative to traditional online shopping methods that lets users buy items using spoken commands rather than keyboard strokes or mouse clicks. The idea revolves around making the shopping experience easier and more convenient. Just by saying, “Hey Alexa, restock on coffee,” or “Hey Google, where can I get the best deal on running shoes?” customers can easily shop for what they need.

Several online stores and apps have now incorporated voice search capabilities, offering a unique shopping experience. This functionality not only makes shopping more accessible for the general public but also specifically aids those with visual or mobility impairments.

How Voice Commerce Technology Works

Voice-enabled commerce functions through a combination of sophisticated technologies, including Artificial Intelligence (AI), Natural Language Processing (NLP), and Voice Recognition, to interpret and execute spoken instructions.

Here’s a brief overview of how the mechanism operates:

• Voice Input: Everything begins when a user issues a spoken directive to a voice-responsive device, such as Amazon’s Alexa or Google Home. The command could be anything from “buy my go-to pizza” to “help me find some printer supplies.”
• Voice Recognition: The device records the audio command and changes it into text using voice recognition technology. Over time, these technologies have become more adept at understanding a wide range of accents and languages.
• Natural Language Processing (NLP): Once the spoken command becomes text, NLP algorithms analyze it. NLP helps computers grasp, interpret, and reply to human language effectively. For example, it can distinguish whether “apple” in your query means the fruit or the technology company.
• Execution: After figuring out the intent of the command, the system goes to work. If it’s a product search, the system will scour its database for relevant items. If the command is to make a purchase, the system will kick-start the checkout process.
• Response: In the end, the system completes the requested action – like making a purchase – or offers the requested information, often via a verbal response from the device’s speaker.

Advantages of Adopting Voice-Activated Commerce Solutions

Voice-activated commerce is rapidly becoming a game-changer when it comes to online shopping. Businesses that adopt this innovative technology can enjoy a host of advantages, including:

Enhanced Customer Experience

Voice commands simplify the shopping process by eliminating the need for typing or clicking. Customers can shop while cooking, driving, or doing other tasks, creating a hands-free, frictionless shopping experience. This level of convenience can significantly enhance customer satisfaction and loyalty, leading to repeat purchases and higher customer lifetime value.

Expanded Reach

Voice-activated shopping makes online buying more accessible to groups that might struggle with conventional methods. This includes older adults, people with visual impairments, or those facing physical limitations. Additionally, it appeals to an increasingly tech-savvy consumer base that prefers interacting with voice assistants rather than using traditional shopping methods.

Increased Sales

The ease and speed of shopping through voice commands can lead to an increase in sales. Customers are more likely to make impulse purchases when the process is effortless and quick. Furthermore, the interactive nature of voice commerce can lead to increased engagement, which can further drive sales.

Competitive Advantage

Being an early adopter of voice commerce can give businesses a competitive edge. It signals to customers that your business is forward-thinking, innovative, and focused on improving customer experience.

Rich Customer Insights

Voice commerce can give businesses rich data about their customers’ shopping habits and preferences. This data can be analyzed to create personalized marketing campaigns, improve product offerings, and make informed business decisions.

Future-Proofing Your Business

As voice technology continues to evolve and become more integrated into our daily lives, it’s expected to play an even greater role in e-commerce. By adopting voice commerce now, businesses can stay ahead of the curve and be prepared for future trends.

Obstacles in Creating Voice Search Platforms

While voice search platforms promise a new era of convenience and accessibility, eCommerce software development and implementation are not without challenges. 

Here are some of the main obstacles that developers and businesses face when creating voice search platforms:

1. Language Understanding: Despite significant advances in Natural Language Processing (NLP), understanding human language remains a complex task for AI. Slang, accents, colloquialisms, and ambiguous phrases can all pose difficulties. Moreover, the system needs to comprehend context, as the meaning of words can change depending on the situation.
2. Privacy Concerns: To work well, voice search systems need to collect personal information, sparking worries about data protection and user privacy. Some users may hesitate to engage with these platforms out of fear that their data could be improperly used or shared without their approval.
3. Accuracy of Results: Ensuring accurate and relevant results is another challenge. Unlike text-based searches where users can quickly scan multiple results, voice search usually provides one response at a time. If the result isn’t accurate or relevant, it can lead to user frustration.
4. Integration with Other Systems: Voice search platforms need to be integrated with various other systems for a seamless user experience. This includes e-commerce platforms, databases, payment gateways, and more. Achieving this level of integration can be technically challenging and time-consuming, and often requires help form a customer experience agency.

While the creation of voice search platforms presents numerous challenges, their potential benefits make overcoming these obstacles worthwhile. As technology evolves and advances, solutions to these issues will likely be found, paving the way for more widespread adoption of voice search platforms.

The Growing Potential of Voice Commerce

As businesses keep searching for strategies to enhance their customer’s online shopping journey, voice-activated commerce is quickly becoming a significant player in the market. With enormous potential for growth, this technology is set to expand further as more companies pour resources into developing voice search capabilities.

Author Bio

Rachel Valentine

Rachel Valentine is General Manager and Head of People Operations at Vincit US. She was integral to Vincit’s expansion in the Orange County, California and Arizona markets. During her time, Vincit has been recognized by Fast Company as a Best Workplace for Innovators 2020, and by Inc. Magazine as a Best Workplace in 2019.  Vincit has also received workplace and culture-focused awards from Orange County Business Journal, Orange County Register, Tech in Motion and more.