Brands using chat apps for customer outreach and support are becoming more ubiquitous. Today, over 90% of businesses use messaging apps like WhatsApp for customer care, demonstrating a massive shift toward real-time communication. And with half of consumers preferring to use chat apps and texts to communicate with companies, brands are looking for innovative ways to give customers what they want.
Rich communication services (RCS) has become the channel of choice for these initiatives. RCS allows businesses to deliver dynamic, immersive communication experiences at scale, including interactive elements, high-resolution images, and videos. This channel will be the primary catalyst for reshaping eCommerce this year and beyond, promoting personalized, two-way communications through branded, conversational messaging.
The Evolution of Conversational Commerce
Conversational commerce refers to using messaging platforms to enhance the customer experience. It allows brands to deliver personalized interactions, streamline purchasing processes, and address inquiries through natural, humanized conversations.
Initially, conversational commerce began with SMS, where businesses could send transactional messages such as order confirmations and shipping updates. Over time, platforms like WhatsApp and Viber allowed brands to interact dynamically with customers through rich media, including images, videos, and product catalogs.
However, with over 61% of customers switching between different apps to communicate with brands, the messaging experience can feel fragmented. With RCS, businesses can create a more cohesive, engaging, and frictionless shopping experience.
Why RCS Is an Essential Tool for Conversational Commerce
RCS unlocks many possibilities for engaging customers, driving sales, and offering superior customer service within the same messaging thread for eCommerce brands. It’s no wonder more businesses are beginning to incorporate RCS into their customer engagement strategies.
Direct Purchases via RCS
One of the most exciting developments in eCommerce is the ability to complete purchases directly through messaging platforms. RCS will make direct transactions within messaging threads seamless and simple. Brands can promote products and facilitate secure, one-click payments without the customer ever leaving the messaging app.
Imagine a customer browsing a fashion brand’s product catalog via an RCS message. The customer can view different products, select an item, and proceed to checkout, all within the conversation thread. With features like quick reply buttons and integrated payment gateways, RCS offers an end-to-end shopping experience right within the chat.
This is more than just a convenient way to shop. It’s a considerable step toward a frictionless shopping experience. With the ability to make purchases without opening a website or an app, RCS will help reduce the common pain points of online shopping, such as cart abandonment. Businesses can implement “Buy Now” buttons, personalized discount codes, and even live payment gateways within the messaging environment, making it easier for consumers to complete transactions on the go.
Real-Time Product Browsing
Another key benefit of RCS for eCommerce is its ability to provide compelling product browsing within a messaging interface.
Brands can send visually rich, interactive product catalogs, which allow customers to swipe through images and videos of products, view product details, and even receive personalized recommendations based on their past purchases or browsing behavior.
The ability to browse and compare products directly from a messaging thread will simplify the shopping journey, eliminate the need for customers to jump between apps or websites, and increase the chances of a purchase. Plus, integrating AI-driven chatbots with RCS will provide personalized recommendations tailored to each customer, making product discovery more intuitive and enjoyable.
Personalized Customer Experiences
As consumer expectations evolve, personalization will be crucial for brands looking to stay relevant. In eCommerce, RCS will enable businesses to send highly personalized messages that speak directly to the needs and preferences of individual consumers.
With RCS, businesses can send tailored product recommendations, time-sensitive offers, and promotions that are more likely to resonate with customers. A customer who recently browsed a particular product category can receive a personalized message offering a discount on an item they’ve been eyeing, with a call-to-action to purchase directly in the message. Integrating AI and machine learning will help brands understand customers’ behavior and interests, resulting in more effective and personalized communication.
Additionally, RCS can be used to build loyalty programs and offer exclusive deals to repeat customers. By sending personalized loyalty rewards and offers directly to a customer’s device via RCS, brands can enhance the sense of exclusivity and increase customer retention.
Instant Customer Support
Customer support is another area where RCS will have a significant impact. The days of long wait times for email responses or navigating complex automated phone menus are quickly becoming obsolete. RCS enables businesses to offer real-time, interactive customer service via messaging, a feature that customers are already familiar with from their daily use of messaging apps like WhatsApp.
RCS enables businesses to provide live chat support, answer queries, resolve issues, and guide customers through their purchase process, all within the same messaging thread. Additionally, integrating AI-powered chatbots will allow for 24/7 customer service, answering frequently asked questions, processing returns, and assisting with tracking orders. This means a seamless support experience without jumping through hoops or waiting for email replies.
Be Ready for the Future of eCommerce with RCS
RCS will be the cornerstone of conversational commerce in the following years. Whether it’s facilitating direct purchases, offering personalized product recommendations, or providing instant customer support, RCS will empower eCommerce businesses to deliver experiences that are more engaging and frictionless.
By leveraging RCS, brands can move away from traditional, one-size-fits-all customer interactions and towards a more individualized approach. The result will be increased customer satisfaction, higher conversion rates, and stronger brand loyalty. As RCS matures, it will undoubtedly become an essential tool for eCommerce companies looking to thrive in the digital marketplace.
At Mitto, we’re excited to be part of this transformation. As a leading global CPaaS provider, we are committed to helping businesses integrate the latest communication technologies, including RCS, to drive better engagement and enhanced customer experiences.
Ready to take your eCommerce experience to the next level? Contact Mitto today to learn how RCS can help you create a more personalized and seamless shopping experience for your customers.
