How Voice Commerce is Shaping Online Retail

“Alexa, where is my Amazon parcel?”

“Siri, what will the weather be like in London on Tuesday?”

There’s no denying that voice commands are making our lives a lot easier!

Because of this, the impact of voice commerce on the retail industry is only going to keep growing, especially as voice assistants become more accurate and widely used.

Voice commerce statistics back this up as well! According to recent studies, over 52% of consumers use voice search to research products.

Meanwhile, the adoption of smart speakers in households keeps getting bigger! Did you know that millions of people are now interacting with devices like Alexa and Google Assistant as part of their daily routines?

In fact, the voice commerce market value is expected to exceed $151 billion this year.

One of the main reasons for this is how natural and effortless it feels! Speaking is often faster than typing. There’s no need to scroll, no forms to fill in, no navigating between pages. Just say what you need, and it’s done.

For online retailers, this presents a massive opportunity. Voice commerce opens the door to faster checkouts, personalised shopping, and even better customer service, all with minimal friction.

However, it also requires a new way of thinking about UX, SEO, and the structure of your online store. Staying ahead of voice commerce trends can give your business the edge and ensure you’re meeting customers where they already are.

What is Voice Commerce?

Voice commerce, also known as voice-based commerce or voice shopping, is the process of buying products or services using voice commands through devices like smartphones, smart speakers, and virtual assistants.

Instead of clicking or tapping through a website or app, shoppers simply speak their requests. For example:

“Order more oat milk.”

“What’s the best moisturiser under £20?”

“Add trainers to my wishlist.”

Behind the scenes, voice recognition technology picks up the command, interprets it, and connects to the appropriate shopping platform or app to process the request. This can include product search, cart updates, order confirmations, and even payment authorisation, all without the customer needing to look at a screen.

Voice commerce is often powered by virtual assistants like:

• Amazon Alexa
• Google Assistant
• Apple’s Siri
• Samsung Bixby

Screenshot: Apple’s Siri

These assistants connect to eCommerce platforms and enable users to complete everyday shopping tasks more efficiently.

It’s worth noting that voice commerce isn’t just about buying. It also includes browsing, price comparisons, checking delivery status, and asking product-related questions. This broader functionality makes it a powerful tool for improving customer experience, especially in the mobile-first world we live in.

As voice technology becomes more integrated into people’s daily lives, businesses need to think about how their products, content, and shopping experience can adapt to this shift. Voice commerce is here, and it’s growing fast.

The Growth of Voice Commerce in Retail: Key Statistics & Trends

Voice eCommerce is now a mainstream part of how people engage with brands and shop online. What started as a convenient tool is fast becoming a critical channel for digital retail.

Here are some of the most compelling stats and trends shaping voice commerce right now.

1. Smart Speaker Adoption Is Still Rising

As of 2024, over 50% of UK households own at least one smart speaker, and that number is expected to keep growing. Globally, there are more than 500 million voice-enabled devices in use, making the potential reach for voice-based shopping enormous.

2. Younger Shoppers Are Leading the Shift

Millennials and Gen Z are more comfortable using voice assistants, with over 60% of Gen Z reporting they use voice search regularly, including for shopping. This trend is expected to grow as this demographic gains more purchasing power.

3, Routine Purchases Dominate Voice Use

Most voice-based transactions involve repeat or low-consideration items, such as groceries, household goods, and pet supplies. These categories benefit from quick reordering and saved preferences, making voice the ideal tool for convenience-first shopping.

How Voice Commerce Works

So, how does voice commerce work? Voice commerce enables customers to interact with online retailers using voice commands through devices like smart speakers, smartphones, and voice-enabled applications. Here’s a breakdown of how it functions.

1. Voice Input

The customer initiates a command, such as “Order my usual coffee” or “Add toothpaste to my shopping basket,” using a voice-enabled device.

2. Voice Recognition

The device’s voice assistant (e.g., Alexa, Google Assistant, Siri) processes the spoken words, converting them into text and interpreting the intent behind the request.

3. Backend Processing

The interpreted command is sent to the retailer’s backend systems. This may involve accessing the customer’s purchase history, checking product availability, and retrieving relevant information.

4. Response Generation

The system formulates a response, which could be a confirmation of the order, a request for clarification, or information about the product.

5. Voice Output

The voice assistant communicates the response back to the customer, completing the interaction.

6. Transaction Completion

If the customer confirms the purchase, the system processes the payment using stored payment information and initiates order fulfilment.

This seamless interaction allows customers to shop hands-free, providing convenience and efficiency in the online shopping experience.

Benefits of Voice Commerce for Online Retailers

Voice commerce isn’t just convenient for shoppers; it offers a range of real advantages for online retailers as well. From speeding up transactions to building brand loyalty, here’s how voice shopping can support your business growth.

1. Faster, Frictionless Purchases

Voice shopping eliminates the need to scroll, click, or fill in forms. Customers can place orders or repeat purchases in seconds. The fewer steps at checkout, the lower the risk of cart abandonment.

2. Improved Customer Experience

Voice assistants create a natural, hands-free way to interact with your store. This ease of use helps customers get what they need more quickly, which can lead to higher satisfaction and repeat business.

3. Boost in Repeat Orders

Voice commerce is particularly effective for routine and low-consideration purchases, i.e. items customers buy often. With voice commands like “reorder shampoo,” the process is streamlined and encourages loyalty.

4. Personalisation Opportunities

Voice assistants can be trained to recognise user preferences and behaviours. This allows you to offer more relevant suggestions, deals, and responses, creating a personalised shopping experience without manual input from the customer.

5. Wider Accessibility

Voice interfaces can make shopping more accessible for people with visual impairments or motor limitations. It opens the door for a more inclusive retail experience, which is good for both customer reach and brand reputation.

6. Competitive Edge

Not every online retailer is voice-ready yet. By investing in voice commerce now, you position your business ahead of the curve, ready to meet changing expectations and take advantage of new customer habits.

7. Seamless Integration with Other Channels

Voice commerce works alongside your mobile, desktop, and in-app experiences. When used well, it strengthens your omnichannel strategy and makes it easier for customers to shop how they want.

Challenges & Limitations of Voice Commerce

While voice commerce offers clear advantages, it’s not without its challenges. Understanding these limitations can help online retailers plan better and avoid costly missteps.

1. Limited Product Discovery

Voice interfaces are fast, but not great for browsing. Unlike traditional online shopping, where users can view dozens of options at once, voice assistants tend to suggest just one or two products. This limits the user’s ability to compare, explore, or discover new items unless they already know what they want.

2. Low Visual Support

Shopping is often a visual process. Whether it’s checking colours, comparing specs, or reading reviews, many decisions rely on seeing the product. Voice shopping removes that layer. Without images or detailed on-screen content, it’s harder to sell complex or high-ticket items through voice alone.

3. Accuracy and Misinterpretation

Speech recognition technology has come a long way, but it’s still not perfect. Accents, background noise, unclear phrasing, or technical product names can all lead to errors in interpreting commands. This can frustrate users and create hesitancy around using voice to complete purchases.

4. Security and Privacy Concerns

Many consumers are still wary about making payments through voice assistants. There are concerns around data privacy, accidental purchases, and the security of storing payment details with smart devices. If these worries aren’t addressed, they can prevent adoption.

5. Lack of Standardisation

Voice commerce is still relatively new, and there’s no universal voice commerce optimise approach across platforms. The experience differs between Alexa, Google Assistant, Siri, and others, making it harder for retailers to deliver consistent voice shopping journeys.

6. Integration Complexity

Getting your store voice-ready isn’t always simple. It may require changes to your site architecture, product descriptions, SEO structure, and backend integrations. For businesses without internal tech support, this can be a barrier.

7. User Behaviour Still Catching Up

While voice-enabled device ownership is rising, not everyone is ready to shop using voice. Some consumers use it only for basic tasks, like setting reminders or checking the weather. The adoption of voice commerce for transactions is growing, but it is still not mainstream in every demographic.

Voice Commerce Best Practices for Online Retailers

Getting started with voice commerce is about reshaping the customer journey to fit how people speak, search, and shop using their voice.

Here’s how online retailers can make voice commerce work effectively.

1. Optimise Content for Voice Search

Voice queries are more conversational than typed ones. People say, “Where can I buy organic face cream near me?” rather than just typing “organic face cream UK”.

You’ll need to rethink your product descriptions, FAQs, and metadata to match how people actually speak.

Use natural language, include long-tail keywords, and format content in a way that’s easy for voice assistants to interpret. This is where investing in voice search trends becomes essential for visibility.

2. Prioritise Reorder-Friendly Products

Voice commerce shines when it comes to repeat purchases. Make sure your site or app supports reordering via voice, especially for consumables, essentials, or subscription-based items. This convenience can drive ongoing revenue without extra marketing.

3. Simplify the Buying Journey

The fewer steps, the better. Aim for voice transactions that are quick, clear, and friction-free. Store customer preferences securely, enable easy order confirmations, and reduce the need for back-and-forth clarification.

4. Enable Personalisation

Where possible, use voice data and previous shopping behaviour to offer personalised experiences and custom voice commerce marketing. Suggest frequently purchased items or relevant add-ons to make the process feel tailored and efficient.

5. Make Security Visible

Customers need to trust your voice experience. Clearly communicate how data is protected and what safeguards are in place to avoid errors or unauthorised purchases. Adding PIN verification or voice confirmation can help boost confidence.

6. Use Voice as Part of an Omnichannel Strategy

Voice should support — not replace — other shopping channels. Make sure the experience connects seamlessly with your website, app, and customer service tools. For example, a customer might add something to their basket via voice and then complete the checkout later on mobile or desktop.

7. Test and Learn

Voice technology is still evolving. Test different use cases, gather feedback, and refine your voice commerce approach based on real user behaviour. It’s not about getting everything perfect at once; it’s about continuous improvement.

Future of Voice Commerce: What to Expect in 2025 & Beyond

Voice commerce is evolving fast, and the coming years will see it move from convenience to a major competitive differentiator. Here’s what’s on the horizon:

• Smarter, more conversational AI – Voice assistants will better understand natural speech, context, and follow-up questions, making shopping interactions feel more intuitive and human-like.
• Deeper integration with eCommerce platforms – Expect more built-in voice support across popular platforms, reducing setup complexity and making voice commerce more accessible to smaller retailers.
• Visual + voice shopping experiences – Devices with screens will combine voice commands with visual results, helping customers browse and compare products while speaking.
• Growth in voice-activated payments – More secure, voice-authorised payments using biometrics (like voice ID or fingerprint confirmation) will boost consumer confidence in voice-led checkouts.
• Hyper-personalisation through voice – Voice assistants will tailor suggestions based on previous purchases, preferences, and behaviour, offering smarter, more relevant shopping experiences.
• Expansion into new industries – Beyond retail, voice commerce will become more common in travel, hospitality, healthcare, and everyday services like booking appointments or managing subscriptions.
• Tighter focus on data privacy – As voice technology expands, so will the need for transparency and compliance with stricter privacy regulations. Retailers will need to offer users greater control over voice data.

Voice commerce isn’t replacing traditional channels; it’s enhancing them. If you adapt early, you will be better positioned to meet changing customer expectations and lead in the next phase of digital shopping.

Make Voice Part of the Conversation

Voice commerce is changing how people interact with online stores. From quick reorders to personalised recommendations, voice is making shopping more seamless, more natural, and more accessible.

If you’re looking to build an experience that’s not only voice-ready but scalable and adaptable for the future, working with a specialist digital agency like Appnova can make the difference, from planning to execution. Give us a call today and find out how we can help your business leverage voice commerce effectively!

Frequently Asked Questions

1. How can businesses optimise their online store for voice shopping?

To optimise for voice shopping, start with content. Voice queries are more conversational than typed ones, so focus on natural language and long-tail keywords. Make sure your product descriptions answer common questions clearly and include phrases people are likely to speak aloud.

It’s also important to structure your content using proper schema markup, so search engines and voice assistants can understand and surface your pages more effectively. And finally, ensure your checkout process is simple, mobile-friendly, and supports quick reordering for returning customers.

2. Is voice commerce secure for payments?

Yes, when implemented properly, voice commerce is secure. Most voice-enabled transactions rely on stored payment methods within trusted platforms (like Amazon or Google), which use encryption and authentication tools to protect data.

Many voice assistants now include extra layers of security, such as voice recognition, passcodes, or biometric prompts to confirm purchases. As with any payment method, it’s important for retailers to work with secure, PCI-compliant systems and communicate clearly with customers about how their data is protected.

3. What industries benefit most from voice commerce?

Voice commerce is especially effective in industries with frequent, low-effort purchases. These include:

• Grocery and household goods
• Health and wellness products
• Subscription services
• Food and beverage delivery
• Pet care
• Personal care and beauty

Industries that offer repeat purchases or simple product categories tend to see the highest adoption. However, as technology improves, voice is expanding into sectors like travel, luxury fashion, healthcare, and local services as well, offering opportunities across the board.