Buying with words

Monday, 27 january 2020 | Redacción CEU

Can you imagine the day when just by thinking about a product you can buy it? This sounds like an idea from a sci-fi movie. Nonetheless, this futuristic proposal is not so far from what is actually happening today, since by giving an order it is possible to purchase products. Within the world of electronic commerce, there is a new trend that consists in buying things just by saying it. Users can make purchases without looking at a screen or using a keyboard to search them and without using any kind of point-of-sale terminal to pay for them. They just need to raise their voice and give the order to their smart devices.

A few years ago, we were surprised by the fact that users could buy food without leaving their homes. On the news, we would watch how people could do the shopping from their desks just by using their computers, for example, placing a weekly order on a supermarket. Nowadays, it is not necessary to be sitting in front of a laptop to make purchases like this. We can buy things anywhere thanks to our smartphones. The development of e-commerce has been breathtaking during last years. Users have become accustomed to buying on marketplaces, relying on digital operations, informing themselves about the different products on the Internet, reading and sharing opinions on social networking sites and using shopping apps. Electronic commerce has evolved dramatically, and it promises to do so even more in the next few years.

What do we know about the future of e-commerce? 

Electronic commerce already has a considerable weight in the economy. Thus, we begin to perceive what trends we may find in the coming years. For example, one of them is customization. The promoters of e-commerce are designing experiences which are increasingly focused on personal interests and the singularities of each user. Brands are also working on the development of the AI that is behind the design of chatbots which can assist users individually and respond to their demands without the need to hire big teams.

Another trend that may have an impact on the future of e-commerce is related to the growing concern for environmental problems. Some brands have perceived this concern among users, so they are working on the development of more sustainable business models (recycling raw materials, designing ecological packaging, etc.). There is also a growing commitment to new areas of specialization in the sector such as m-commerce, social commerce or smart logistics. However, one of the trends that has entered more strongly the world of e-commerce is voice commerce.

A large proportion of the expected growth in voice purchases is due to the development and the increasing use of smart devices, especially smart speakers. Assistants such as Siri, Google Assistant, Cortana, Alexa or Bixby make it possible for users to search information, play songs, make calls or buy, by simply giving an order aloud. This last activity is still in an initial phase, but firms have realized that voice purchases have a great potential. Consequently, they are working on its full development.