Brands to prioritize chat commerce to improve consumer experience, becoming multibillion dollar market


The pandemic has accelerated digital transformation efforts, creating a multibillion-dollar market opportunity in the cat business. Consumers are living in their chat apps, and brands are now moving beyond desktops, mobile websites, branded apps and email, and increasingly using business messaging as the channel of choice for interact with customers for support, engagement, and now Payments.

“Chat Commerce is the third wave of digital commerce, after e-commerce and app commerce,” said Pieter de Villiers, CEO and co-founder of Clickatell. “More than 7.7 billion people use some form of chat multiple times a day, making chat the largest digital engagement channel in the world. With COVID-19 accelerating the adoption of digital commerce and businesses accelerating their digital transformation to meet consumers where they are, we can expect an increase in demand and deployment of Chat services and experiences. Trade.”

According to the CMO Council report Chat Commerce Resource Center Instant interaction boosts commercial traction, “Chat Commerce has become one of the world’s fastest growing phenomena. No other engagement channel has this kind of relevant and repeatable impact. The market opportunity for Chat Commerce is virtually limitless and brands have only started to realize its potential. “

Based on market and proprietary research, and conversations with industry leaders, Clickatell predicts the following for 2022:

Brands will meet customers where they are – in chat apps

Consumers will avoid call centers and new app downloads to get things done instantly by connecting to brands in their chat apps. Consumers will reach brands easily and conveniently from anywhere 24/7 and buy things simply with Chat Commerce. For example, a consumer traveling by plane can connect with the airline from their address book to upgrade their seat via chat. The consumer can place an order and make a payment in real time, using a registered card or his airline loyalty card in the chat app which he also uses to communicate with his friends and family while awaiting boarding.

Clickatell client Eswee Vorster, Executive Manager and CIO at the top South Africa FlySafair said: “I think the chat is a potential change for us in the future. It’s a kick-off for us to get to know our customers better and get valuable data and a unique view of a customer, which is crucial. I am very excited about the future and how to better engage with our customers. “

Chat Commerce equates to more downloads: brands extend their services through chat platforms that customers already love

Consumers of all generations, not just Gen Z and Millennials, will continue to communicate and manage their lives via chat. Brands will invest to serve their customers within the chat channel they already use.

Brett St Clair, co-founder and chief evangelist at TeraFlow and member of Clickatell Insight Circle, noted: “Understanding a customer’s journey to a microdata point is where significant improvements can be made. By analyzing the data that resides within each business’s framework, businesses can isolate the microdata needed to create exceptional customer journeys. If brands are able to create such deeply personalized customer journeys, why would they miss the opportunity to deliver them on their customers’ preferred channel? Choosing the chat is the logical first step in a successful customer experience strategy. “

Chat Commerce means oversized personalization: digital engagement allows for exponential personalization

Brands will add more personal, targeted and relevant communications around their payment experience. Chat Commerce enables buying, paying and selling through more personal interactions between the consumer and the merchant, including automated and intelligent interactions powered by a chatbot.

Alec wright, Product Manager at OneValley and featured in Clickatell Insight Circle, explained, “What’s been really exciting about digital commerce, both on the payments side and on the bank data side, is all the pipes that have been built over the past five to ten years. To this end, each brand begins to operate as a bank and offer financial services. I think over the next five years we’re going to see the payment infrastructure and banking infrastructure become as simple and user-friendly as food delivery is today.

In its recent report “Adding Digital Payments as Part of the Communication Platform as a Service Offering”, Gartner® recognized Clickatell as an “on the who’s who in CPaaS payments and how they’re going to about this ”and said,“ There are currently a limited number of CPaaS Providers that provide payment capability. ”1

As a Gartner Representative Supplier, get a free copy of the September 2021 Gartner Market Guide for CPaaS Report2 here. Learn more about Clickatell’s chat commerce platform here.

1Gartner, adds digital payments as part of the communication platform as a service offering, Lisa Unden-Farboud, Daniel O’Connell, Brian doherty, Dayna ford, August 27, 2021

2Gartner, Market Guide for Communications Platform as a Service, Lisa Unden-Farboud, Brian doherty, Daniel O’Connell, September 27, 2021

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About Clickatell
We are creating a better world through technology, making chat commerce accessible to everyone, everywhere. Consumers can now connect with brands to find goods and services, make purchases, track orders and resolve issues with a simple text or chat. No need for cash, phone calls, in-person interactions or apps. Founded in 2000 with today more than 10,000 customers, Clickatell is fueling the transformation of digital commerce. Clickatell is headquartered in Silicon Valley, California, and has offices in Canada, South Africa, and Nigeria (

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