Trends Report

Conversational Commerce Use Cases In Retail: Purchase

A Review Of 100 E-Commerce Sites

June 14th, 2024
Nicole Murgia, null
Nicole Murgia
With contributors:
Fiona Swerdlow , Taylor Hansen


More than half of US online adults have used text-based support (i.e., chat) to get help from a company or brand in the past 12 months, according to Forrester’s November 2023 Consumer Pulse Survey. To better understand the state of chat experiences in retail today, Forrester reviewed 100 US retailers’ chat offerings over six digital channels including desktop website, mobile website, mobile app, and third-party platforms. This report analyzes how retailers’ chat experiences help their customers during the purchase stage of the shopping journey. It is part of a series that provides digital leaders with use cases for conversational commerce throughout the shopping journey.

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