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The Future of Retail: How Voice-Enabled Shopping is Changing Web Development

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In today’s world, many of us gravitate towards texts and emails as our primary means of communication. While quick messaging often takes precedence over phone conversations, there are times when verbal communication becomes the go-to, especially when conveying large amounts of information. 

People sometimes want their voices to be genuinely heard, which underpins the rising trend of voice commerce. Many of us already enjoy the simplicity of engaging with voice assistants, whether Siri by Apple or Google Assistant. 

Beyond the routine comforts of asking our device to play a song during a road trip or reminding us of an appointment, however, voice-driven technology is carving a niche in online shopping as well – and it’s not going away any time soon.

What Is Voice Commerce?

Voice commerce, also called voice-activated commerce, encompasses a sophisticated blend of tools and systems designed to empower online shoppers to interact with and purchase goods or services using vocal commands instead of traditional methods such as keyboards or touchscreens. 

This innovative approach leverages the power of conversational eCommerce platforms or customized websites, creating a more engaging, human-like shopping experience for consumers.

Popular voice-activated technologies that champion this evolution are embedded in smart speaker systems. Giants in this area include Microsoft with its voice assistant Cortana, Amazon’s Alexa, and the ever-familiar Siri from Apple. These systems enable users to ask questions and interact seamlessly with the technology, including product discovery and purchasing processes.

Voice commerce isn’t restricted merely to purchasing goods, though. It is a holistic approach that integrates every facet of a customer’s shopping experience. To illustrate, a shopper’s interaction with a voice assistant could be as follows:

  • Inquiry: “Alexa, why should I get an air purifier?”
  • Recommendation: “Alexa, can you suggest the top-rated air purifiers?”
  • Discovery: “Alexa, list the retailers that stock air purifiers.”
  • Research: “Alexa, tell me about the features of the Dyson air purifier.”
  • Transaction: “Alexa, add the Dyson air purifier to my shopping cart.”

Voice technologies offer a variety of functionalities to users. They can dive deep into product catalogs, pose nuanced queries, verify product ratings, check on stock availability, finalize their purchases, and submit product testimonials – all with simple voice commands. Ultimately, this creates a more streamlined, immersive, and hands-free shopping experience, elevating user satisfaction beyond traditional online shopping formats.

How Does Voice Commerce Technology Work?

Voice commerce uses advanced technologies in ecommerce software development that work together to provide a seamless and intuitive shopping experience. Here’s a look at how these technologies make voice commerce possible.

Cutting-Edge Speech Recognition

At the heart of voice commerce lies voice recognition technology. This powerful tool is designed to decipher and translate human speech, turning spoken words into readable text for computer systems. 

As the years have passed, the technology has advanced immensely, enhancing its ability to accurately detect various accents, dialects, and unique ways of speaking. These advancements empower users to communicate with voice-activated shopping platforms in their own genuine tone and style, enriching the overall shopping journey with personalization and ease.

Advanced Text-to-Speech Technology

Once the speech recognition technology translates the spoken words into text, the next step in the voice commerce process is text-to-speech conversion. This technology takes the processed text and converts it back into human-like speech. 

This allows the voice commerce platform to communicate back to the customer, providing product information, answering queries, or confirming orders audibly. The goal is to make the interaction as natural and engaging as a conversation between two humans.

Voice Biometrics

Safety is paramount in all commercial activities, and this principle equally applies to voice commerce. To fortify transactional security, voice commerce integrates voice biometrics. This technique taps into the distinctive attributes of an individual’s voice, like its pitch, tone, and cadence, to confirm their identity. 

Working with a customer experience agency can help in this regard. Doing so improves the safety measures for voice-based transactions, guarding against unauthorized breaches and ensuring that only an authenticated user can transact through voice commands.

Predicting User Intent

Understanding a user’s potential needs is essential within voice commerce platforms. By using artificial intelligence (AI) and machine learning capabilities, these systems delve into a user’s previous actions, search records, and purchase trends to anticipate their possible interests or upcoming moves. 

This insight enables the platform to offer tailored product suggestions, enriching the user’s shopping experience and heightening the chances of making a sale.

Benefits of Implementing a Voice Commerce Solution

As the world increasingly digitizes, businesses always look for new ways to enhance operations and provide better customer experiences. Voice commerce offers numerous advantages for retailers and consumers. Below are some of these benefits:

Convenience and Ease of Use

Perhaps the most significant advantage of voice commerce is its convenience. Customers can shop from anywhere, anytime, simply by using their voice. 

Whether driving, cooking, or just relaxing at home, customers can make purchases without scrolling through numerous web pages or typing lengthy search queries. It simplifies the shopping process, making it more enjoyable and less time-consuming.

Enhanced Customer Engagement

Voice commerce provides a more interactive and personalized shopping experience. Using natural language processing and machine learning, voice assistants can understand customers’ preferences and habits, leading to more personalized product recommendations. This increased personalization can enhance customer engagement and boost loyalty.

Increased Sales

By offering a convenient and engaging shopping experience, businesses can encourage more frequent purchases, potentially leading to increased sales. Plus, the personalized product recommendations provided by voice commerce solutions can upsell or cross-sell products, further boosting sales.


Voice commerce also makes online shopping more accessible. Voice shopping offers an easier alternative for individuals who have difficulty typing or reading small text on screens. It also benefits those visually impaired or with certain physical disabilities, making e-commerce more inclusive.

Competitive Advantage

Implementing a voice commerce solution can give businesses a competitive edge. As voice commerce is still relatively new, businesses that adopt it early can position themselves as innovators, attracting tech-savvy consumers and setting themselves apart from competitors.

Streamlined Operations

For businesses, voice commerce can help streamline operations. Voice commands can manage inventory, track orders, and perform administrative tasks more efficiently. This can free up time and resources, allowing businesses to focus more on strategic initiatives.

Important Considerations for Voice Search

As companies adopt voice commerce, it becomes vital to understand the distinct nuances of voice search compared to conventional text searches. Below are some key factors businesses should keep in mind when fine-tuning for voice-driven queries.

Natural Language Processing

Voice searches are typically more conversational and longer than text searches. Users tend to use full sentences and ask questions as if they’re speaking to a human. 

Businesses must optimize their content to cater to these conversational queries. Leveraging natural language processing (NLP) can help understand and respond to these customer interactions more effectively.

Local Search

Voice search is often used for local inquiries, like finding nearby businesses or getting directions. Therefore, businesses must optimize their online presence for local search. This includes keeping your Google Business listings updated, using location-specific keywords, and ensuring your website is mobile-friendly.

User Intent

Understanding user intent is vital for voice search optimization. Since voice search queries are typically more specific, they can provide valuable insights into what the user is looking for. Businesses should analyze these queries and align their content to match the user’s intent.

Speed and Performance

People using voice search anticipate prompt results. If your website or app lags or is slow to react, users might lose interest and forgo the transaction. Therefore, it’s crucial to guarantee that your digital interfaces are fine-tuned for swift performance and responsiveness.


As voice commerce gains traction, ensuring safety becomes of utmost importance. Customers must feel confident that their transactions are safeguarded, and their information remains confidential. Adopting stringent security protocols, like voice biometrics and data encryption, is vital to fostering and preserving this confidence.


Finally, voice technology should be designed with accessibility in mind. It should cater to all users, including those with visual impairments or physical disabilities. This broadens your customer base and aligns with the principles of inclusive design.

Take Advantage of Voice Commerce Today

Voice commerce is a growing trend that could be the boost your online enterprise needs. Understanding the intricacies of voice prompts, discerning how your customers will engage with them, and adeptly tackling the challenges of assimilating voice prompts in your business processes is vital. By mastering these aspects, your business can maximize the benefits of this game-changing technology.

About the author


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.