“Customer satisfaction for voice commerce is high: 80% of consumers who have made purchases with voice assistants report themselves satisfied with the experience.” – Stephanie Vozza, Shopify.
Voice commerce is becoming a key part of modern brick-and-mortar retail, transforming how consumers interact with stores. As technology advances, voice-activated tools are no longer limited to online shopping. Retailers now use voice assistants in physical stores to create faster, more convenient, and personalized customer experiences.
What is Voice Commerce in the Brick-and-Mortar Context?
Voice commerce, also known as V-Commerce, is used at physical stores as a component of omnichannel strategies. The aim is to bridge the gap between online and offline shopping. V-Commerce allows customers to use voice assistants in-store to find information or make purchases.
For example, customers can ask in-store kiosks to locate products, check inventory, or compare prices—all without staff assistance. It adds a digital layer to the brick-and-mortar retail experience.
What Value Does Voice Commerce Add to the Shopping Experience?
Voice commerce enhances customer convenience, reduces wait times, and improves engagement. Shoppers can access information quickly, navigate the store more efficiently, and receive personalized product recommendations. V-Commerce empowers customers to take control of their shopping journey, creating a friction free and intuitive shopping experience.
Does V-Commerce Support Employees?
For retailers, voice tools can also support employees by automating routine inquiries, which improves service delivery without increasing labor costs.
(Mark Lennihan/The Associated Press)
Examples of Voice Commerce
Several major retail companies have already integrated v-commerce into their in-store and omnichannel strategies. The following examples demonstrate how voice technology can improve customer service, improve operations, and support modern shopping habits. Three retail examples include:
1. Walmart
Walmart introduced voice ordering through Google Assistant as part of its omnichannel expansion. While initially focused online, the service now extends to in-store pickup and product searches, helping customers create shopping lists and find items faster during store visits.
2. Best Buy
Best Buy uses voice assistants at kiosks and integrates with smart home devices like Amazon Alexa to allow users to check store availability and reserve products. In-store customers can also scan QR codes to activate voice guides that help them understand product features on the spot.
3. Home Depot
Home Depot has integrated voice search with Google Assistant for store-specific inventory queries. Shoppers can ask where an item is located, get step-by-step directions, or check if it’s in stock—enhancing in-store navigation and reducing dependence on staff.
Pros & Cons of Voice Commerces
V-Commerce offers retailers an innovative way to enhance the in-store shopping experience. However, the technology also comes with trade-offs. Thus, understanding the advantages and limitations can help managers make informed decisions about adopting a voice activated system. Here are some of the pros and cons:
Pros:
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- Improves customer convenience and language options
- Supports staff by reducing repetitive questions
- Provides hands-free, hygienic service options
- Enhances personalization through AI integration
- Strengthens omnichannel cohesion
Cons:
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- Voice accuracy can vary in noisy environments
- Requires significant tech investment and infrastructure
- Can exclude non-tech-savvy or privacy-conscious customers
- Risk of limited language support or misunderstood commands
- May require regular software updates and on-going staff training
What is the Future of V-Commerce Over the Next Five Years?
Over the next five years, voice commerce will become more embedded in retail operations as AI-driven voice assistants grow more accurate and responsive. Retailers will adopt multilingual, context-aware systems that recognize customer preferences and personalize interactions in real-time. As more consumers embrace smart devices, V-Commerce will become a natural extension of their shopping behavior—both online and in-store.
“The global voice commerce market is huge, with analysts estimating it to be worth a whopping USD 108.33 billion in 2024. The market is expected to grow and reach USD 586.3 billion in 2031” (Source: Data Intelligence)
Brick-and-mortar stores will use voice commerce to streamline store layouts, support self-checkout, and offer dynamic product information. Consumers can expect deeper integration with customer loyalty apps and CRM platforms, allowing retailers to deliver tailored promotions and shopping assistance through voice-activated systems. V-commerce will shift from novelty to necessity in the competitive retail space.
Key Takeaways: The Role of Voice Commerce in Retail
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- Voice commerce helps physical retailers bridge online and in-store experiences.
- V-Commerce increases customer convenience, supports faster service, and enhances personalization.
- Companies like Walmart, Best Buy, and Home Depot already use V-Commerce tools to improve in-store efficiency.
- The benefits include time savings and better customer service, while challenges include noise interference and technical limitations.
- Over the next five years, expect V-Commerce to become more advanced, multilingual, and integrated into retail environments.
Final Thoughts
Voice commerce isn’t just a tech trend—it’s a practical tool for improving how retailers serve customers in real-time. When integrated into omnichannel strategies, it helps stores remain competitive and responsive to modern shopping habits. Retailers that adopt voice technologies now will be better prepared for the evolving expectations of tomorrow’s customers.
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