Voice commerce has emerged as a growing trend that’s reshaping how consumers shop online.
With the widespread use of voice assistants like Amazon’s Alexa and Google Assistant, more people are turning to voice commands to search for products. They’re even happy using voice to place orders and complete transactions.
For Australian businesses in the eCommerce space, the rise of voice commerce represents a new element of the customer experience. It’s something you need to address, and it represents an opportunity for those who do.
Let’s look at how voice commerce is gaining traction and see how you can optimise your websites for voice search.
The Rise of Voice Commerce
Voice commerce is when customers make purchases using voice commands via smart speakers or voice-activated devices like smartphones and tablets.
This technology has been around for a while. Yet recent advancements in AI and natural language processing have enabled better accuracy and reliability of the voice recognition tech in these devices.
Voice commerce has become a convenient way to shop, and more consumers seem to be taking notice.
Australians have fully embraced smart speaker adoption. 40% of surveyed households own a Google Home smart speaker, 31% reported using an Amazon Echo device, and 21% used Google Next. Of those who own these devices, 90% of users say voice search is faster and more convenient than traditional text-based search.
The key to these kinds of stats is to notice the trend. These percentages are increasing year-on-year, and Gen Z, in particular, is adopting voice search. In other words, all signs point to the increased role voice search will play in the future.
Optimising for Voice Search: What Businesses Need to Know
ECommerce businesses must understand how voice search works and how it differs from traditional text-based search.
Unlike typical search queries, voice searches tend to be longer and more conversational. For example, while a text search might be “best winter boots,” a voice search might sound like, “What are the best winter boots to buy in Australia?”
Ecommerce businesses need to take this into account to capitalise on the rise of voice commerce. Here’s how:
- Your website content should mimic the natural, conversational tone of how people speak. Instead of focusing on short, keyword-rich sentences, consider using more detailed, question-based content. This better aligns with how users might phrase voice queries. Adding FAQ sections is one way to address this.
- The majority of voice searches happen on mobile devices. Ensure your website is mobile-friendly with fast load times and responsive design. Google prioritises mobile-first indexing, so optimising for mobile voice search is crucial for SEO.
- Optimise for voice search globally. While Local SEO may not be as relevant for eCommerce stores without a physical location, it’s still crucial to optimise your website for voice search on a broader scale. Focus on clear product descriptions, conversational keywords, and optimising your metadata to ensure that your online store is discoverable by customers regardless of their location. This approach helps capture customers across regions.
The better you implement these strategies, the more likely voice search results will present your business to your prospective customers. This gives you a chance of conversion, so optimising your site for voice commerce can get you that all-important search result ‘visibility’.
Voice commerce presents exciting opportunities, but there are a few challenges you should be aware of:
- Integrating voice capabilities into an existing website or app requires some technical expertise. The complexity of setting up voice search functionality can be daunting for small businesses with limited resources.
- Unlike traditional online shopping, voice commerce sometimes doesn’t show product images or reviews during the buying process (if using a voice-activated device rather than a smartphone or tablet). This can raise concerns about order accuracy or missing product details, which may cause customers to hesitate when making purchases.
- With voice assistants constantly listening for commands, some consumers worry about the security and privacy of their data. Ensuring a trustworthy shopping experience is essential for businesses looking to adopt voice commerce.
To overcome these challenges, businesses may consider starting small, such as integrating voice search for product discovery, before expanding into voice-activated purchases. Providing clear product descriptions, flexible return policies, and secure payment options can also help build trust with customers using voice commerce.
The Potential for Small Businesses
Fortunately, there are a number of tools and platforms that make it easier for small businesses to implement voice capabilities without breaking the bank.
Here’s how small businesses can get started:
- Use affordable voice-friendly platforms – Platforms like Shopify and WooCommerce offer plugins and integrations that enable voice search capabilities. These tools help small businesses optimise their stores for voice search without needing extensive development.
- Emphasise local search (if you have a physical location): Small businesses can benefit greatly from optimising for local voice search. Ensuring your business details are accurate on local directories like Google My Business can increase your visibility when consumers ask voice assistants for nearby options.
- Get in early – As voice commerce continues to grow, small businesses that embrace the trend early will gain a competitive edge. Offering voice search options or integrating with smart speakers can give customers the convenience they seek and improve your chances of conversion.
Voice Commerce is More Than a Trend
Voice commerce is shaping the future of how Australians shop online. As the use of voice assistants like Alexa and Google Assistant continues to rise, businesses must adapt to meet the changing needs of their customers.
By optimising for voice search and addressing adoption challenges, you can tap into the growing voice commerce market. Now is the opportune time to start planning for the voice-driven future of eCommerce.
If you’re ready to explore how voice commerce can work for your business, contact Donohue Consultancy today for a free consultation. Our team of experts can help you optimise your eCommerce store for voice search and keep your business ahead of the curve.
