Conversational Commerce in Focus: Insights from the SPARK Matrix™ 2024

 

QKS Group’s comprehensive research on the Conversational Commerce market provides an in-depth look into the evolving global landscape. The report highlights both short-term and long-term growth opportunities, while also offering insights into the future outlook of this rapidly expanding sector. With the rise of digital-first engagement, conversational commerce has become a critical component of how brands interact with customers, shaping purchasing decisions and fostering loyalty in an increasingly competitive environment.

The research has been designed to equip vendors with the strategic intelligence necessary to refine their market approaches, identify growth pathways, and strengthen their positioning. At the same time, it helps enterprises and users evaluate the capabilities of different technology providers, understand competitive differentiators, and make informed decisions regarding solution adoption.

 

Strategic Importance of Conversational Commerce

Conversational commerce refers to the integration of messaging, chatbots, voice assistants, and AI-driven communication into the customer journey. By leveraging these tools, businesses can interact with customers in real-time through channels such as WhatsApp, Facebook Messenger, SMS, and proprietary apps. The result is a seamless blend of convenience, personalization, and accessibility—three factors that significantly influence purchasing behavior today.

According to Sristi Basu, Analyst at QKS Group, conversational commerce solutions are transforming customer engagement by enabling real-time, two-way interactions across multiple digital touchpoints. These technologies empower organizations to scale personalized customer experiences, boost customer satisfaction, and drive measurable improvements in conversion rates.

In a marketplace where consumer expectations are at an all-time high, the ability to meet individuals in their preferred channel of communication has emerged as a decisive competitive advantage. This is particularly relevant for industries such as retail, e-commerce, financial services, telecommunications, and travel, where instant, personalized engagement is directly linked to revenue growth.

 

Role of the SPARK Matrix in Vendor Evaluation

One of the highlights of QKS Group’s research is the inclusion of its proprietary SPARK Matrix analysis, a powerful framework that provides an independent evaluation of technology vendors. The SPARK Matrix delivers a comprehensive assessment of each vendor’s market presence, innovation, customer impact, and overall performance, offering enterprises a clear view of the competitive landscape.

Through this analysis, vendors are ranked and positioned based on their technological strengths and business strategies. For organizations exploring conversational commerce solutions, the SPARK Matrix acts as a guide, simplifying the vendor selection process by presenting an unbiased snapshot of the leading players and their relative positioning in the global market.

The 2025 Conversational Commerce SPARK Matrix includes evaluations of prominent vendors such as: Clickatell, Clevertap, CM.com, Gupshup, Haptik, Infobip, Kore.ai, LivePerson, Quiq, Routemobile, Sleekflow, Vonage, Yellow.ai, Yalo and Zendesk.

Each of these companies has played a significant role in shaping the current market, offering unique strengths and capabilities that cater to varying business needs.

 

Market Outlook and Growth Drivers

The global conversational commerce market is poised for substantial growth in the coming years. Several factors are driving this momentum:

1. Rising Adoption of Messaging Platforms
   With billions of active users across platforms like WhatsApp, WeChat, and Messenger, businesses are tapping into these ecosystems to meet customers where they already spend their time.
2. AI and Automation Advancements
   Natural Language Processing (NLP), machine learning, and generative AI are making conversational experiences more intuitive, human-like, and scalable. These innovations reduce friction in customer interactions and improve resolution rates.
3. Shift Toward Personalization
   Modern consumers expect tailored recommendations and context-driven engagement. Conversational tools allow businesses to deliver precisely that, creating more relevant and engaging customer journeys.
4. Integration With Commerce Workflows
   From browsing products to completing transactions within a chat window, conversational commerce is streamlining the path to purchase, enabling instant gratification and boosting conversion rates.
5. Omnichannel Strategies
   Enterprises are increasingly focusing on delivering consistent experiences across digital touchpoints. Conversational commerce plays a pivotal role in ensuring continuity, whether customers interact through social media, websites, or mobile apps.

These factors underscore the role of conversational commerce not just as a trend, but as a fundamental shift in how businesses operate in the digital economy.

The Road Ahead

The evolution of conversational commerce is still in its early stages, with significant innovation on the horizon. Generative AI is expected to further revolutionize the space by enabling more natural, context-aware conversations, while deeper integration with CRM and e-commerce platforms will strengthen the ecosystem.

Additionally, as global data privacy regulations become stricter, vendors will need to prioritize secure, compliant communication frameworks. Balancing personalization with privacy will be critical to maintaining customer trust.

In conclusion, QKS Group’s Conversational Commerce market research underscores the transformative power of this technology. By combining real-time engagement, personalization, and automation, conversational commerce is redefining how businesses connect with customers. Vendors and enterprises alike stand to benefit from the opportunities presented, provided they strategically leverage insights, embrace innovation, and stay attuned to evolving consumer expectations.