Trends Report

The State Of Chat In Retail, 2021

Consumers Use Chat For Customer Support, Including Prepurchase Support, But Not For Commerce

March 23rd, 2021
Julie Ask, null
Julie Ask
Nicole Murgia, null
Nicole Murgia
With contributors:
Fiona Swerdlow , Ian Jacobs , Sucharita Kodali , Hailey Colin , Alessia Stewart


As consumers increasingly opt to engage with retailers and brands via chat, firms must ensure that customer experiences are efficient, effective, and effortless. Digital business pros have used chat for years, but few retailers have mastered using conversational interfaces to engage customers during the shopping journey. We reviewed 113 US retailers across categories such as fashion, electronics, travel, and quick-service restaurants (QSRs) to evaluate the current state of chat in retail.

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