Gartner Research

Conversational Commerce Is an Emerging Strategic Retail Channel for Building Customer Loyalty

Published: 21 March 2018

ID: G00349455

Analyst(s): Miriam Burt , Kelsie Marian


Customers increasingly expect a more conversational style of interaction with retailers on digital channels. Retail CIOs can use this research to inform the business on how to leverage the power of conversational commerce as an emergent strategic retail channel.

Table Of Contents


  • Conversational Commerce Is the Latest Strategic Retail Channel — Set to Transform Both Customer and Enterprise Workflows
  • Chatbots Are Conversational Commerce, Providing Efficient, Real-Time and Conversational Interactions
    • Customer-Facing Chatbots
    • Enterprise-Facing Chatbots
  • Retailers Are Underestimating Training Required for Algorithms to Make Chatbots Work Well
  • Conversational AI Platforms Will Be the New Gateway for Impacting Customer Loyalty
  • Recommendations for Retail CIOs

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