Voice Commerce: the new frontier of online shopping

In today’s era of pervasive digitalization, voice assistants like Alexa, Google Assistant, and Siri are no longer just tools for setting reminders or playing music. They’ve evolved into intelligent companions capable of influencing our shopping habits—and in doing so, they are rewriting the rules of e-commerce. Voice commerce is emerging as one of the most disruptive trends in the digital landscape, prompting brands to adapt to new, voice-based interaction models.

Each voice assistant plays a different role as a “shopping advisor,” depending on the platform it is integrated with:

• Alexa (Amazon) is designed to streamline the purchasing process, allowing users to order products with simple voice commands. Its main strength lies in its direct integration with the Amazon ecosystem.
• Google Assistant leverages the vast database of Google’s search engine to provide detailed and comparative results, helping users evaluate options before making a decision.
• Siri (Apple), although less focused on direct purchases, influences consumer choices with a strong emphasis on privacy, security, and the reliability of the sources it recommends.

A distinctive feature of voice search is the so-called “Zero Result”: instead of listing multiple results, the voice assistant delivers a single response deemed the most relevant. On one hand, this speeds up decision-making and builds trust between the user and the assistant. On the other, it presents a strategic challenge for brands competing to be the sole answer selected by the algorithm.

Voice reduces the gap between desire and action. With voice commerce, purchases become more immediate, instinctive, and frequent. Voice assistants promote customer loyalty by suggesting previously purchased or regularly used products, increasing customer lifetime value. This type of interaction encourages deeper brand loyalty, as it’s based on personalized and recurring experiences.

To thrive in this evolving landscape, companies must take a strategic and targeted approach:

• Optimize for Voice Search: Use natural, conversational language in content, answering user queries directly and clearly.
• Develop Voice Apps: Create voice-enabled apps (Alexa Skills, Google Actions) that provide added value and an intuitive user experience.
• Voice SEO: Aim for the “zero position” by optimizing content to be the response selected by voice assistants.
• Branded Audio Content: Produce podcasts, flash briefings, or voice updates that are easily accessible through smart devices.
• Seamless Integration: Make products easily orderable with smooth, natural voice commands.

The future of digital commerce will be hands-free, conversational, and highly personalized. Voice isn’t just a practical tool—it’s a more empathetic and engaging way to interact. Brands that truly listen to their users, collect feedback, and adapt their strategies in real-time will be the ones to build lasting, meaningful relationships.

In a world where technology is increasingly embedded in daily life, voice commerce isn’t just a passing trend—it’s a structural transformation. Those who anticipate this shift today will have a decisive competitive edge tomorrow.