The Rise of Commerce Messaging

Use this course to:

  • Understand what commerce messaging is
  • Identify the messaging trends behind commerce messaging
  • Learn how to plan compelling conversation on Facebook platforms
  • Determine how to reach your audiences on their paths to purchase

Messaging trends

In recent years, messaging has become central to daily life. Approximately 87% of people who use the internet worldwide currently use mobile messaging to communicate and share photos, videos, links and more.1

Messaging has also become central to business. In a global survey, roughly 60% of Gen Z respondents said they wish they could message more businesses.2

The use of messaging has expanded though, with many using messaging platforms to chat directly with businesses. This communication now has a name: conversational commerce.

What is conversational commerce?

We define conversational commerce, also known as c-commerce, as the act of using messaging as a primary channel to buy and sell goods and services.

Click to Messenger ads or click to WhatsApp ads launch people into conversation with businesses.

Automatic responses save time and keep people engaged in conversation.

Conversations move customers through to conversion.

The best of both

C-commerce combines the best aspects of in-person retail and online shopping through mobile messaging.

Flip the cards to see the benefits.

Why do people use c-commerce?

People who use messaging on their path to purchase do so for a range of reasons, particularly trust, reassurance and accountability. Others include:

Convenience Confidence Flexibility Exclusivity
Quick responses Additional product or service information Ability to negotiate on prices or offers Access to exclusive products or services
Ease of shopping Personalized advice Simple delivery scheduling Product customization
Ease of arranging payment terms

Facebook messaging platforms for c-commerce

Knowledge check

Key takeaways

  • Conversational commerce, also known as c-commerce, is the act of using messaging as a primary channel to buy and sell goods and services.
  • Facebook c-commerce messaging platforms include Messenger, WhatsApp and Instagram.

  • C-commerce combines the best aspects of in-person retail and online shopping through mobile messaging.

Keep learning

Check out these resources to continue developing your skills.

 

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