2 chat app users

This is a preview of a research report from BI Intelligence, Business Insider’s premium research service. To learn more about BI Intelligence, click here.

To keep pace with the ongoing shift toward e- and m-commerce, retailers are turning to chat apps, where smartphone users spend considerable time each day.

One way they’ve been accessing consumers on these platforms is through chatbots, or software programs that use business-to-consumer (B2C) text-based messaging as an interface through which customers can communicate with merchants in a question-and-answer format.

For merchants, these offerings are valuable because sales increase as customers communicate with and shop from their brand on more channels. But there’s considerable friction — in chat apps, payments offerings are limited, which means users who might be browsing in a messaging app will still be redirected to another app or the mobile web to complete a purchase.

This is creating an opportunity for payments processors and card networks, which are beginning to partner with merchants to capture potential volume from chat apps. And as the hype increases, other payments firms, like remittance providers and banks are also entering the game, in the hopes of increasing user engagement or attracting new types of clients.

There’s a long road ahead: We’re just at the beginning of what’s likely to be a long adoption cycle, with payments firms only starting to dip their toes into the space. But improvements in the ecosystem, combined with rising consumer appetite for these services and increasing trust, will eventually lead to moderate gains in usage that open up a massive volume opportunity for Western firms.

BI Intelligence, Business Insider’s premium research service, has put together a detailed report on chatbots’ role in the payments ecosystem.

Here are some key takeaways from the report:

Chat apps are the next frontier for digital commerce, but without payments …read more

Source:: Business Insider

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