C-commerce (conversational commerce) is the e-commerce model that uses instant messaging applications during purchase and sale transactions on the Internet, to follow up with the customer during these processes.
We’ve all heard about e-commerce! However, have you heard of the c commerce?
If you have ever bought or sold something through an instant messaging application like WhatsApp, Telegram and even social networks like Instagram and Facebook, then you have already used it!
In fact, it may be that by 2025, this type of electronic commerce of the transactions that are made on the Internet.
To understand more about c-commerce, in this article we explore everything you need to know about it.
First, what is c-commerce?
To answer this question, we must first understand what the e-commerce (or electronic commerce). Basically, it consists of the offer, purchase and sale of products and services through the Internet, as well as their corresponding marketing.
Secondly, c-commerce involves the use of instant messaging applications to be able to specify the buying/selling process, as well as monitoring the user from start to finish.
This type of business may involve the use of so-called CRM or Customer Relationship Management for its acronym in English, as we will see later.
Benefits of c-commerce
C-commerce has the following benefits:
Convenience for customer and vendor
This because the communication and sales process is agile. Think about it, if seeing a product or service that interests you someone immediately contacts you and you can talk to that person, wouldn’t it be better than, for example, having to call the company to see if they answer you?
Better shopping experience
By speaking directly with a person, as if they were a colleague or close friend, a more direct link with the client is created.
personalized promotions
Based on a study of your target customers, you can determine what each one needs and, in this way, offer exactly what they want.
Technical assistance
If your customers have any questions, you can solve them instantly through a quick conversation.
Availability 24 hours a day
Thanks to chatbots you can be available all day. However, do not abuse them! Remember that a person will always prefer to talk to another person.
Cross-selling opportunities
Since you can talk to the potential customer directly, it is possible to take advantage of the opportunity to offer them a similar or complementary product or service to add to the initial sale.
As you can see, through c-commerce it is possible to fulfill the customer journey from start to finish
c-commerce challenges
Like any implementation process, there are challenges that must be overcome to be successful. Conversational commerce is no exception. Here are the main ones:
Omnichannel and unified customer experience
Customers don’t really often use a single touch point to interact with your brand. On the contrary, they can browse your website, your blog, your online store, Instagram, Facebook, Twitter, YouTube channel and others, all this before considering purchasing the product or service you offer.
In this situation, the challenge is that if you do not provide consistent and personalized attention, it is very easy for a sale to be lost, either because you forgot to follow up or because you simply cannot generate the contact. This can cause great damage to your brand
Competition
Here we are not discovering the black thread. The online sales environment is one of the most competitive in the world. If someone wants to buy a chair, a computer, a toy and there are endless alternatives just a click away, why would they choose you?
To get potential customers to choose you over other competitors, you will have to give them an important differentiator, such as personalized and empathetic attention, for example. Make them feel important.
Here we see the importance of complementing e-commerce with conversational commerce. The key is to apply a conversational commerce strategy that allows you to accompany customers throughout the purchase journey, to generate and increase good recommendations.
Abandonment early in the purchase process
We all do this. It’s like when we browse an online store, we click ‘buy’ on any item and in the end we don’t buy it. That is, we left the cart abandoned.
You may say to yourself: “well, this is normal, this is not a big deal”. However, you might be surprised to learn that the abandoned cart rate is over 60%.
To reverse this, the key lies in applying strategies that allow detecting if a client is not decided and thus seek to convince him. Some things you can do to avoid abandonment in the purchase process are:
- Offer payment facilitiesor: if you only have payments in an exhibition, try to accept payments in installments.
- send reminders: Many customers simply forget to make the purchase. Support your work team for these reminders or a chatbot.
- Offers help through chat: offer assistance to your customers through instant messaging if you perceive that a purchase has been delayed or they are having any difficulty.
3 tools to do c-commerce
We want to introduce you to three platforms that can surely help you meet your goals in implementing the conversational commerce strategy.
1. Lead sales
This is the first CRM (Customer Relationship Management) for WhatsApp in Mexico. A CRM can help you manage and increase your sales.
The main features that Leadsales offers you are:
- Unlimited contacts to give attention to endless potential users.
- Assignment of clients to various agents of your work team.
- Fully customizable sales funnel.
- Data analytics to offer personalized attention.
- A very friendly platform.
- Trial version, to determine if it is really what you need.
2. MailChimp
It is a marketing automation platform that helps you share email and advertising campaigns with your potential customers.
With Mailchimp, we can manage, automate and track all mailings and newsletters. Among its main features are:
- Lead management and segmentation.
- Personalization of emails so that you can give them the touch that your brand needs.
- Email Marketing Automation.
- Creation of ads and publications for social networks.
- Creation of registration forms.
3.Hoot Suite
Hootsuite is a platform that allows you to manage multiple social media accounts such as Twitter and Facebook at the same time. The great attraction of this platform is that it allows you to work on your marketing strategy for all available social networks from one place.
Among its main features are:
- Data analysis of your social networks.
- team collaboration
- Customer Service.
- Programming of publications.
- Plans with different functionalities and number of users.
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