January 9, 2018
Observers have identified voice-enabled online payments through digital home assistants as the next big growth channel for e-commerce, and a recent study seems to corroborate those predictions. In 2017, 2 percent of U.K. consumers already are making purchases through their devices—mainly the Amazon Echo and Google Home digital assistants—according to the survey conducted by YouGov and commissioned by e-commerce software provider Narvar. But, around three times as many of those polled (6 percent) said they expected to use a voice-controlled device to shop by the end of this year.
“Adoption of voice-controlled devices has accelerated in 2017, and for retailers and brands this represents an important new channel for personalized customer communications,” said Amit Sharma, CEO of Narvar. “Although it’s still early days, we have found that U.K. consumers are already using voice for shopping, and that activity will increase.”
The past several months have seen a spate of announcements from merchants entering pacts with either Amazon or Google to make their products available on the various voice-enabled platforms. While actual numbers are in short supply and the technology is still nascent, as the Narvar/YouGov study shows, consumers are warming to the idea.