Nowadays, e-commerce includes a variety of methods and strategies that empower consumers to acquire goods. One of these approaches involves voice technology.
Voice commerce, or v-commerce, is a type of e-commerce experience that allows customers to buy products and services using voice commands. Designed by online retailers to work with voice assistants such as Apple’s Siri, Amazon’s Alexa, and Microsoft’s Cortana, voice commerce reduces friction in the customer journey and tailors the buying experience to each person who uses it.
V-commerce growth
Voice-enabled commerce is a relatively new technology, but thanks to recent leaps in artificial intelligence development, it’s quickly advancing in functionality and popularity. As you can see, the estimated value of voice commerce transactions in 2023 is $19.4 billion (up from just $4.6 billion in 2021)

This technology finds particular applicability in industries such as beauty, apparel, packaged goods, consumer electronics, and home improvement due to the extensive range of content and products available. Voice commerce allows users to:
- explore products
- check pricing details
- make purchases without the need for manual input through search engines, offering a more convenient and personalized shopping experience.
Advantages of voice commerce
For both consumers and sellers benefits are manifold, encompassing current and prospective benefits as technology advances.
For consumers, voice commerce offers:
- Hands-free Convenience: Users can navigate the online shopping landscape without the need to log in, type search queries, or sift through advertisements.
- Frictionless Payments: With payment information securely stored in smart devices, customers can avoid the manual entry of credit card details during transactions.
- Personalized Shopping Experiences: Voice assistants leverage data from previous purchases, ensuring that every interaction is tailored to the preferences of repeat customers.
- Knowledgeable Voice Assistants: Generative AI assistants continually enhance their intelligence, tapping into a vast pool of global knowledge and sharing relevant information with users.
Business owners, on the other hand, stand to gain impactful benefits, including:
- Increased Customer Satisfaction: Voice assistants, attuned to the wants and needs of customers and deployed by trusted brands, enhance the empathetic and human aspect of the customer experience. Additionally, they facilitate the collection of feedback for continuous improvement.
- Reduced Support Costs: Similar to Questions & Answers, voice assistants contribute to operational cost savings by minimizing the volume of requests to support teams. Customers can communicate in their preferred manner and obtain the necessary information without resorting to traditional support channels.
AI and the future of commerce
It may seem too early to depend on Google Home or Amazon Echo to bring in impactful revenue — but it’s the perfect time to experiment with the effects it can have on your customers and your business, considering the current state of this sector within the broader e-commerce landscape, as illustrated by the following facts and figures:
- 20% of Google searches are conducted through voice searches.
- 52% of people use voice search while driving
- 62% of users of smart speakers express an inclination to use their devices for making purchases in the upcoming month.
- The smart speaker market is projected to surpass $30 billion by 2024.
- As of May 2022, 54% of U.S. consumers utilize voice-activated search for retail purposes.
- The number of voice assistants in the market has reached 8 billion by 2023, a significant increase from 2.5 billion in 2018. By 2024, experts estimate the number of digital voice assistants (think Amazon’s Alexa, Apple’s Siri or Microsoft’s Cortana) will reach 8.4 billion. That’s more digital voice assistants than there are people on the planet!
Given the continual growth of online shopping and the widespread adoption of generative AI, businesses can capitalize on these technological advancements to connect with new audiences.
It is already possible for the voice assistant to do makeup for you!
In January, Estée Lauder launched VMA (voice-enabled makeup assistant), that does just that. VMA uses both face scanning and voice commands to help visually impaired customers apply the right shades of foundation, mascara, and blush to their faces.
It’s just one of the many ways voice-enabled AI will shape the future of the customer experience, improving not only business outcomes but also painting a bright picture of inclusivity and accessibility.
V-commerce will become an increasingly important element of e-commerce in the years to come. As people become accustomed to conversational commerce from the comfort of their own homes and mobile phones, voice assistants will play a bigger role in how they interact with brands.
What The Impact Of Global Voice Recognition Means For Today’s Brands
As the modern marketplace emerges with ever more sophisticated technologies to entice customers to choose one brand over another, the pressure on sales and marketing teams to perform is relentless. But if interactions between consumers and brands focus on facilitating human-centered connections, there is little that’s more resonant and present than voiced communication.
Brands should mainly focus on:
- Optimizing content with long-tail keywords that match what the target audience might ask. Using phrases specific to the brand and relevant to the questions customers typically have. For instance, analyzed data illustrates that 54% of consumers want to have the ability to make reservations at a restaurant or bar via voice search
- Developing an FAQ page to enhance chances of ranking higher for voice queries. FAQs follow the preferred format of search engines, featuring natural-language questions and concise answers.
- Ensure the website is mobile-friendly and tailored for voice search. Since voice search is often done on mobile devices or smart speakers, enhancing site speed, createing easily scannable content, and offering a smooth user experience across devices. According to Backlinko, voice search result pages typically load in 4.6 seconds—52% faster than average web pages.
- Using natural language in keyword strategy by considering words, phrases, and questions people use when speaking. Including location-specific terms for local voice search, like “best restaurants near me. According to statistics- 51% of consumers claim they would use voice search to find a local business near them
Conclusion
As voice commerce continues to evolve, retailers need to prioritize data privacy and security and ensure seamless integration across different platforms and devices. By leveraging voice commerce, retailers can provide a more personalized, convenient and intuitive shopping experience that aligns with changing consumer preferences and behavior.

Sources used:
https://www.statista.com/statistics/1256695/ecommerce-voice-assistant-transactions/
https://www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/voice-search-statistics/
I agree, that voice commerce now is on the rise, so it is really important to take it into account for business owners while creating their websites or consultancy services, for example. Also, it is impressive how fast the technologies based on voice evolve. Voice assistant with pieces of makeup advice is insane!