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Why Does Your E-commerce Website Need A Chatbot?

On April 3, 2024 | 7 Minutes Read
ChatbotsConversational AIConversational CommerceConversational EngagementConversational MarketingConversational SupportCXGenericWhatsApp Business API

Gone are the days when chatbots were mere plug-ins on a website, designed to address basic customer queries through pre-defined patterns. The evolution of chatbots from simple, reactive tools to proactive, conversation-first assistants marks a significant leap in how businesses engage with consumers across the entire customer lifecycle—from raising awareness to facilitating conversions and providing support.

Today, powered by machine learning (ML) and artificial intelligence (AI), chatbots have transcended their original roles. They no longer wait for the customer to initiate conversation; instead, they identify user needs, prompt for assistance, and guide them closer to conversion with an understanding previously reserved for human agents. 

This shift acknowledges the modern consumer’s expectation for instant, on-the-go assistance and aligns perfectly with the busy lifestyles led by many today.

Chatbots now meet consumers exactly where they are, whether that’s on a bustling street corner or from the cozy confines of their home at midnight. They adeptly navigate users through online catalogs, provide tailored product recommendations, and answer pressing questions—all with a speed and efficiency that match today’s fast-paced world.

As we delve into the transformed customer service landscape, it becomes clear that chatbots have become an indispensable part of the e-commerce experience. 

For brands, understanding and leveraging the full potential of chatbots means unlocking endless opportunities to enhance customer engagement, elevate satisfaction levels, and secure loyalty.

Join us as we explore the evolution of customer service in an era dominated by chatbots, a time when these intelligent assistants are redefining the boundaries of customer interaction and service.

The Case for Chatbots in E-commerceThe Case for Chatbots in E-commerce

By 2027, chatbots are expected to become the primary customer service channels for approximately a quarter of businesses.

Chatbots have ushered in a new frontier for e-commerce by personalizing the customer journey in a way traditional online interfaces never could. With Machine Learning and Data Analytics, chatbots provide a nuanced service that feels tailored to each individual shopper. 

Here are some benefits of AI Chatbots:

  • Personalized Interaction: Chatbots ask questions to understand the customer’s preferences, habits, and budget. This ensures highly relevant product recommendations, enhancing customer satisfaction and increasing the likelihood of conversions.
  • Memory and Continuity: Chatbots remember past interactions. This feature allows chatbots to make relevant suggestions based on previous conversations and purchases, streamlining the shopping process and personalizing the customer journey.
  • Proactive Engagement: By analyzing browsing patterns and purchase history, chatbots proactively recommend items, notify customers about sales, and introduce new products that fit their interests.
  • Instant Support: Available 24/7, chatbots provide immediate responses to inquiries, significantly reducing wait times. This omnipresence ensures customers can get help anytime, making shopping smoother and more enjoyable. In fact, around 88% of customers have had at least one interaction with a chatbot, and they found the experience positive.
  • Efficiency at Scale: Chatbots have proven to be effective in resolving customer queries quickly, with about 90% of inquiries being resolved in 10 messages or fewer. This efficiency contributes to the chatbot market’s growth, which is projected to expand significantly.
  • Human-like Conversations: With natural language processing, chatbots offer conversational interactions that feel engaging and personal. This encourages deeper engagement with the brand and enhances the overall customer experience. In fact, did you know about 62% of people would prefer a chatbot over a human response?
  • Continuous Improvement: Chatbots learn from every interaction, improving their recommendations and support over time. This self-improving mechanism ensures that customer service evolves to meet changing preferences and needs.
  • Intervention and Conversion: Intelligent chatbots can detect hesitations or potential cart abandonments, offering incentives or assistance to encourage purchase completion. This timely intervention can boost conversion rates and prevent lost sales. 

For example, you may have noticed that after adding items to your cart, you left it without completing the purchase. So, a chatbot message comes with, “I noticed you’ve added some great choices to your cart! Can I help you with any questions or concerns? Plus, here’s a special 10% off code just for you if you decide to complete your purchase now. Use code SAVE10 at checkout.” This message can lead to a conversion. 

Strategic Applications for Your E-commerce BusinessStrategic Applications for Your E-commerce Business

Yes, chatbots are extremely beneficial for businesses when it comes to availability and conversion. But did you know that it has the potential to enhance the customer journey, too? How?

  • Pre-purchase: In the product discovery phase, businesses can leverage chatbot marketing to boost engagement and sales significantly. Through intelligent search functionalities and detailed product information, brands can help in informed purchasing decisions. Advanced visualization tools like virtual try-ons or 360° views further aid in product understanding. These capabilities streamline the shopping experience, making it efficient and user-friendly, which can lead to increased customer satisfaction and higher conversion rates.
  • During purchase: Utilizing a WhatsApp chatbot for business during the checkout phase on e-commerce platforms can significantly enhance customer experience. It guides users through the checkout process, offers personalized payment options, and even provides discounts within the app. This convenience minimizes cart abandonment and streamlines transactions, making the purchasing process smoother and more efficient. Businesses benefit from chatbots on WhatsApp.
  • Post-purchase: Businesses can utilize chatbot marketing in the post-purchase phase too. AI chatbots enhance the post-purchase experience by providing timely order updates, simplifying the process for returns and exchanges with clear guidance, and offering support that streamlines customer service. These functionalities improve efficiency and customer satisfaction by keeping buyers informed and making after-sales processes more manageable, contributing to a smoother, more reliable shopping experience that can encourage customer loyalty and potentially increase repeat business. 

Let’s consider a real life example by Gupshup showcasing increased chatbot automation that led to customer satisfaction. A global herbal wellness brand operating in over 100 countries successfully automated 70% of customer queries within two months of launching a digital assistant. 

This AI-powered tool, developed by Gupshup, handled over 700 hours of conversations per month, significantly enhancing the shopping journey across multiple platforms including the brand’s website and social media. For every 100 interactions, five are converted into orders weekly. 

Insights from these interactions also revealed new business opportunities, leading to increased online orders and a notable rise in customer engagement time from browsing to over 4 minutes. This is what a chatbot can do for your ecommerce website.

Data-driven Insights & Strategic Decision-Making

Chatbots, through their interactions, collect a wealth of data that is instrumental for businesses in unlocking deep customer intelligence. This data serves as a cornerstone for gaining insights into customer behavior patterns, preferences, and pain points, which are critical for refining product development, shaping marketing strategies, and enhancing the overall customer experience. Here’s how chatbots contribute to strategic decision-making and data-driven insights:

The data garnered from chatbot interactions helps businesses stay ahead of market trends and adapt to evolving customer demands. With these insights, companies can anticipate market shifts and position their products or services to meet emerging needs, ensuring they remain competitive and relevant in a rapidly changing market.

Organizations leveraging data analytics see a 5 to 6% increase in productivity and profitability compared to their peers. This underscores the importance of effectively harnessing chatbot-derived data for strategic decision-making. There’s a significant opportunity for businesses to further exploit this data to drive growth, improve customer satisfaction, and increase revenues.

The integration of chatbots into business intelligence tools simplifies the process of data analytics, making it more accessible and actionable. By facilitating natural language conversations, chatbots enable decision-makers to obtain key metrics and insights effortlessly, supporting faster and more informed decision-making. This interaction not only streamlines the analysis process but also democratizes access to critical business insights, empowering businesses to make strategic decisions based on comprehensive data-driven insights.

AI Chatbots Transforming E-commerce

The future of AI chatbots in e-commerce looks promising. New advancements in technology aim to further streamline shopping experiences, enhance customer service, and drive sales through innovative engagement strategies. As technology evolves, so will the capabilities of chatbots, making them even more integral to e-commerce platforms. They’re set to become more intuitive, offering richer, more interactive experiences that mimic human-like interactions more closely. 

Explore how Gupshup’s chatbot solutions can transform your e-commerce platform and prepare your business for the future of digital commerce. 


Vartika leads marketing at Gupshup and has ~16 years of experience in marketing across early-stage startups and large enterprises. A Marketing specialist by profession, a wanderer at heart, an enthusiastic cook, and a painter for the soul.

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