Introducing conversational commerce

According to the National Commission on Markets and Competition (CNMC), e-commerce in Spain generated 23.114 billion euros in the second quarter of 2024, 12.8% more than the second quarter of 2023.  

In terms of transaction volume, a total of 422.2 million transactions were recorded, 13.67% more than the same period the previous year. 

These data show a clear upward trend, not only in revenue but also in the number of products purchased. Therefore, both SMEs and freelancers should take advantage of this commercial field as soon as possible to avoid losing current and potential customers. With this in mind, we present conversational commerce! 

This sales strategy can boost your online transactions while streamlining and automating your e-commerce. 

Communication with customers: a key to success 

Effective communication with customers is fundamental for any business. It not only helps to answer questions quickly but also promotes feelings of trust and loyalty towards the brand. 

Additionally, it facilitates the collection of valuable data on customer preferences and behaviors, allowing for more personalized interactions. This can be achieved through various strategies and channels: 

- Active listening: Understanding customers' needs and concerns. Resolving and anticipating doubts or incidents creates a sense of importance and satisfaction in customers despite any setbacks that may arise. For example, regarding the availability of a product, its features, or its warranty.  

Platforms like X, Instagram, and Facebook allow interaction with customers and responding to their queries. They are also very useful channels for showcasing new products, innovations, or promotions, both personalized and universal. The main goal should be greater loyalty to the point where your customers become ambassadors for your business. 

- Agile responses: speedy responses are essential to achive a satisfactory purchasing process. A customer who has problems or doubts with any process, service, or product may choose another company if the resolution takes a considerable amount of time.  

To this end, you can implement various tools that facilitate and automate customer service, such as chatbots, automatic responses, etc. The possibility of offering 24-hour service is very relevant so you don't have to be connected all day. On the other hand, it eliminates human errors, although you must ensure that the responses are well-configured so that customers receive the information they are looking for. 

- Personalized communications: To show special concern, messages should be adapted to customers' preferences and behaviors. This can range from using first names to be more approachable to remembering important dates (birthdays, anniversaries, etc.).

Sending segmented and personalized emails keeps customers informed. Additionally, if your communications are attractive, they can generate an expectation that multiplies the recipients interested in receiving them. 

Main tools for SMEs and freelancers 

There are various tools that can help SMEs improve their communication with customers: 

• Zendesk: This platform offers services such as messaging software, AI interaction management, or sales CRM. It has several customer service plans depending on your business needs. 

• HubSpot: This offers CRM, marketing, customer service, and sales solutions to improve relationships and interaction efficiency. 

• Hootsuite: This offers different tools for management, interaction, analysis, and listening on social networks from one place. Their plans offer a 30-day free trial with all features so you can evaluate their efficiency and see if they meet your needs. 

• Mailchimp: Ideal for creating and automating personalized email or SMS marketing campaigns. It also offers content creation and reporting tools for informed decision-making. Their plans vary based on your contacts, with a two-week free trial. 

In short, conversational commerce is a powerful and innovative strategy for SMEs and freelancers who want to grow and establish lasting and close relationships with their customers. By developing effective communication and leveraging available digital tools, you can improve the customer experience and foster loyalty. 

Start today to discover the potential of conversational commerce for your SME!