Chat commerce refers to the integration of e-commerce functionalities in chat applications or messaging platforms in order to facilitate the sales process directly in the chat channel. It is not just about selling products or services, but also about offering a complete customer service experience, from the initial consultation and product selection to the completion of the purchase process and customer support. The focus is on making the customer journey as seamless and convenient as possible. Immediate, interactive communication allows questions to be answered in real time, product suggestions to be made and purchase decisions to be accelerated.

The concept has become much more important in recent years, particularly in the context of digital transformation and the rise of mobile commerce. Many companies are integrating chatbots and AI-controlled assistants to automate the process and be available around the clock. But there is also room for personalised advice from human agents. Chat commerce is often implemented on platforms such as WhatsApp, Facebook Messenger, WeChat and other messaging apps, but can also be integrated into company websites.

By integrating payment systems into the chat, customers can even pay directly in the chat application, which increases the conversion rate. As the entire purchase process is handled in a single, familiar interface, the hurdle to finalising the purchase is reduced. This makes chat commerce an important tool in modern omni-channel marketing.