Trends Report

The State Of Conversational Commerce In US Retail 2024

Apply Lessons Learned From Our Review Of 100 Retailers’ Chat Experiences

February 26th, 2024
Julie Ask, null
Julie Ask
Nicole Murgia, null
Nicole Murgia
With contributors:
Fiona Swerdlow , Taylor Hansen


Retailers have used chat for years, but few have mastered using conversational interfaces to engage customers throughout the entire shopping journey. Forrester reviewed 100 US retailers’ chat experiences across categories such as fashion, electronics, travel, and quick-service restaurants (QSRs) to evaluate the current state of chat in retail. This report analyzes how leading retailers’ chat experiences help their customers find information they need to make confident decisions throughout the shopping journey.

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