$\"voice$

Have you ever refilled your home pantry or ordered a movie with Amazon’s Alexa? Ever wondered if your business could support this mode for customer service—or how this technology even works in the first place?

Voice commerce, the name for this process, is a sales transaction in which a consumer speaks directly with a retail website using a voice assistant. It allows the consumer to gather information and place or modify an order without having to use a screen or keyboard.

Read on to learn more about the current state of voice commerce and the role this exciting new technology might play in your business, as well as in the overall retail industry.

Table of Contents

What is voice commerce?

Voice commerce is a keyboard- and screen-free way for a customer or potential customer to communicate via spoken word with a computer.It requires a smart speaker that converts the customer’s words into electronic commands, and an artificial intelligence-driven voice assistant that interprets what the consumer says and translates it into action.

In the case of voice commerce, an online purchase or modification to an order. Among the best-known voice assistants are Alexa (Amazon), Google Assistant (Google), Siri (Apple), and Cortana (Microsoft)—but in this rapidly changing field, new leaders could emerge at any time.

Today, voice commerce serves as a relatively new and ever-evolving component of ecommerce. It represents a very small part of overall ecommerce volume (a projected 0.2% in 2023), but is expected to grow rapidly over the next few years.

How does voice commerce work?

To get a sense of how voice commerce works in action, let’s do some shopping. Imagine yourself in the role of a customer using an Amazon smart speaker and Amazon’s Alexa voice assistant to solve a problem: You’re leaving for a trip next week, and you need a new power bank for your phone before you leave.

Customer: Alexa, tell ABC Store to order a power bank for charging my phone.

Alexa: Sure. What brand and capacity would you like?

Customer: Order a Samsung 10,000 mAh power bank.

Alexa: Great. What color would you like?

Customer: What are my options?

Alexa: Silver, white, and black.

Customer: I’ll take silver.

Alexa: That will be $10.99. Would you like to order it?

Customer: Yes, I would.

Alexa: Thanks for placing your order. It will be delivered to your address within three business days.

Now imagine that this whole conversation took place from the comfort of your home while getting your pre-trip checklist done—and you didn’t have to open your phone or computer to complete the transaction. That is voice commerce in action.

Benefits of voice commerce

In addition to the convenience of voice commerce transactions, the technology offers other benefits, including:

\nReducing the amount of time between a customer deciding to buy and clicking Buy. A quick sale completion, as illustrated in the example above, can help reduce abandoned shopping carts.
\nIncreasing customer satisfaction. Eighty percent of surveyed customers say they prefer a personalized shopping experience like one provided by voice commerce, which can make recommendations.
\nMatching customers with the right products. Rather than simply telling a customer something is out of stock, the voice commerce assistant can suggest alternatives, increasing the likelihood of a sale.
\nProviding additional customer info. A deeper understanding of customers such as when customers purchase items or where they are when they shop can open up co-marketing, service, and upsell opportunities.

Voice commerce challenges

While there are many undeniable advantages to integrating voice commerce into your business, the technology also has some important drawbacks to consider:

\nIt requires technology adoption. Voice commerce relies on the customer’s willingness to purchase and use new technology successfully, which could make it difficult to reach your target audience.
\nIt causes a lack of trust with your customers. They may have price-related or security concerns about the technology.
\nHas limited network integration. While mobile platforms like Venmo and PayPal already allow customers to carry out financial functions through voice command, traditional banks have been slower to enable voice commerce, which could limit your customer base.
\nIt risks possible vendor instability. Artificial intelligence is a still speculative and rapidly changing industry. As of November 2022, for example, Amazon’s Alexa—the market leader in terms of voice commerce installations—was on track to lose $10 billion for the year, and Amazon announced plans to lay off 10,000 people, including those in the department that handles Alexa. Ongoing instability could make voice commerce a less reliable option for businesses as a result.

Voice commerce: advice for retailers

Voice commerce is still new to the retail industry. However, retailers using the technology and tech vendors both offer some suggestions for businesses thinking about adopting the technology.

\nUse conversational keywords. When assigning keywords to your products, keep in mind the way people actually talk. Unlike text searches, which can be very short, voice queries often run six to 10 words in length. “Hey Siri, what’s the best desk lamp available at ABC Store?” is a more likely voice search than “desk lamp.”
\nImprove product content. If your content is too wordy, the voice assistant will compress it, possibly at the cost of clarity. Content that isn’t well organized could create a poor shopping experience for your customers.
\nFocus on repeat orders. Once customer data is established in the system, voice commerce enables very rapid repeat orders, especially of consumables. Offering discounts for repeat voice commerce orders could incentivize this even further.

What is the future of voice commerce?

In 2021, shopping via voice commerce in the US totaled approximately $5 billion—and recent statistics project a nearly fourfold increase for 2023, to $19.4 billion. Moreover, shoppers are aware of it: 72% of queried consumers say they have used voice search with assistants like Siri, Alexa, or Cortana, making voice commerce a logical extension of that habit.

On the other hand, total US voice commerce for 2023 represents only a minute fraction—two-tenths of one percent—of the US ecommerce total, projected for 2023 at $1.01 trillion. And, as noted above, the technology supply side of voice commerce is somewhat unstable, due both to individual company issues and to uncertainties in the rapidly changing chatbot industry.

No matter the uncertainty, customer satisfaction for voice commerce is high: 80% of consumers who have made purchases with voice assistants report themselves satisfied with the experience. Given these figures, and the rapid strides that are being made with artificial intelligence in 2023, voice commerce seems poised to become an increasingly important component of commerce.Retailers need to pay attention to voice commerce, as its role in your customer relations and online sales strategies will undoubtedly grow.

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Voice commerce FAQ

What is voice commerce in retail?

Voice commerce in retail is a technology that enables an online consumer to communicate with a retailer by speaking rather than by using a screen and a keyboard.

How do you participate in voice commerce?

Necessary components of voice commerce include a smart speaker, a drive that connects to the consumer’s Wi-Fi network, and a voice assistant that can respond to speaker comments or questions and perform tasks electronically.

What is voice shopping?

Voice shopping consists of researching and ordering from a retailer’s website through a voice commerce connection.

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Whether you’re just starting a business or actively running an existing one, you probably have a business plan to articulate your organization’s mission, value proposition, target audience, company goals, and financial projections—essentially, the “who,” “what,” and “why” of your business. To truly succeed, however, you need to understand the details of how you’ll implement your company’s vision, and when.

While you may have a strategic plan that charts out your company’s direction over the course of years or even decades, true success depends on focusing all of the day-to-day operations of your business toward that end result. To do that, you’ll need an operational plan.

What is an operational plan?

An operational plan (also known as an operation plan or operations plan) is a document that describes the daily, weekly, and monthly processes teams and individual team members should follow in order to achieve their business goals. Essentially, an operational plan is an instruction manual that spells out how you will accomplish your strategic plan.

An operational plan typically includes:

An exhaustive list of tasks and processes within your company
A detailed explanation of each employee and department’s role and responsibilities (including your own)
A timeline for completing your strategic goals

Operational plans vs. strategic plans

While it’s easy to confuse strategic planning and operational planning, they work hand in hand and offer different benefits.

\nA strategic plan defines an organization’s strategic objectives, while an operational plan outlines what needs to be done to achieve those objectives. This means that in order to create an operational plan, you need to have a strategic plan in place first.\n
\nA strategic plan is organization-wide, while an operational plan is departmental. Different departments have unique functions for achieving organizational goals. Suppose your strategic plan is to grow revenue by 10%. In that case, the finance department’s operational plan may involve calculating profit margins, while the marketing department executes campaigns and creates marketing materials to increase sales.\n
\nStrategic planning covers a longer period, usually five or 10 years. In contrast, an operational planning details the actions to execute that strategy into weekly, monthly, quarterly, or yearly timelines. For example, the marketing department’s plan could include a weekly posting schedule for social media and a monthly review of engagement metrics.\n

The benefits of an operational plan

To the action-oriented entrepreneur, an operational plan may sound like fruitless musing about the future—creating one more document that gets lost in Dropbox or Google Drive. But that’s a sign of a bad plan more than a critique of the overall planning process.

Startups may think they’re too small to need an operational plan, and some justify limited or no planning as being “nimble.” Yet a lack of operational planning is among the top reasons startups fail, according to University Lab Partners, an independent research project formed in partnership with the University of California, Irvine.

The benefits of operational planning include:

\nLess wasted effort. Without an operational plan, business owners struggle to keep key stakeholders on the same page, and must reconsider and reprioritize company efforts daily. At best, this process is time consuming; quite often, it leads to inconsistent and even competing efforts, wasting valuable resources and turning a straight-line path into a squiggly, looping line.\n
\nBetter teamwork. Operational plans can also improve teamwork by clearly outlining responsibilities and, as a result, accountability. Each member of a team better understands his or her role and what’s expected. Everyone can do their part, and every part works toward the strategic goals.\n
\nMore collaboration. An operational plan also helps identify siloed information from other areas of the business, resulting in diverse cross-functional teams that work together more effectively. For example, a strategic goal to increase profit margins might, in the operational plan, ask the marketing team to increase awareness of the most profitable products. That request invites collaboration with sales or data teams, which own the data on margins for product inventory.\n
\nHigher productivity. Finally, a functional operational plan can improve productivity. Employees can work faster because they know exactly what to do. Daily tasks that don’t ladder up to operational and strategic goals can slide off their plates.\n
\nClear expectations. A Gallup study found that clarity of expectations is one of the most basic employee needs—and is vital to performance. Yet, as another Gallup survey found, only about half of employees know what’s expected from them at work. A well-written operational plan translates achievable objectives and realistic expectations into writing.\n

To create an operational plan, you first need a strategic plan to identify your organization’s goals and timelines. Every project and task in the operational plan ties back to the “why” of your strategic plan.

For instance, if the strategic goal is to increase annual revenue by 40% in two years, there are many projects—elements of the operational plan—that could get you there. How do you decide which projects to pursue?

\nLook at your data. Where are the biggest opportunities?\n
\nTalk to your team. Which reasons generate the most no’s for sales or cause the most headaches for customer support?\n
\nRead up on your industry. Where do industry studies suggest companies leave the most money on the table? For example, nearly 70% of ecommerce shopping carts are abandoned, and abandoned cart emails have impressive open and click-through rates.

You may identify a diverse set of potential projects for achieving company goals, such as:

\nRunning a social media marketing campaign\n
Publishing a downloadable asset to encourage email signups
Implementing a referral program for existing customers
Participating in an industry trade show

Prioritize projects based on their likely impact on your strategic goal, then assign responsibilities to team members, breaking down project planning into actionable daily tasks.

At this stage, identify the resources required and ask employees what they need to get the job done. For example, will the person executing the social campaign need an automation platform to schedule posts in advance or view roll-up statistics on post engagement?

Divide desired outcomes into individual tasks and assign deadlines. For instance, to create a social media campaign, the breakdown may look like this:

The sales director identifies products or services to promote.
The accountant provides an operating budget for the campaign.
The marketing director writes a creative brief to establish messaging guidelines and assigns team members to execute the creative assets.
\nThe copywriter prepares three versions of copy to test for engagement.\n
The graphic designer creates graphic assets for the campaign.

If you’re a small-business owner, you may handle all these roles and responsibilities. Or, if you have just a few employees, one person may tackle multiple functions. The important work is to break down and assign the tasks.

When it comes to setting realistic deadlines, it helps to get employee input, especially if one person is working on multiple projects or multiple parts of the same project. But be careful about giving employees too much time. People tend to procrastinate when they have long deadlines, and Parkinson’s law suggests that “work expands so as to fill the time available for its completion.”

Deadlines will be missed. But having a deadline means you’ll know as soon as a task fails to wrap up on time—so you can solve the issue and get the larger project back on track. A project broken down into tasks with deadlines is a good sign that you’ve got a solid operational plan.

How do you know if your operational plan is working?

Once your operational plan is in place, you need to chart the impact of your efforts at a more granular level. Two methods for doing this are:

Key performance indicators
Objectives and key results

Key performance indicators (KPIs)

Also known as key performance metrics, KPIs are measurable values that demonstrate how effectively a company is achieving the short- and long-term goals identified in the strategic and operational planning process.

For example, if your strategic goal is to grow your customer base, and your operational plan includes executing a weekly email marketing campaign, a few leading indicators that can help measure success include:

\nEmail open rate, which mainly reflects the strength of the subject line\n
Click-through rate, which evaluates the effectiveness of the copy and offer
\nLanding page conversion rate, which measures relevance of the landing page\n

Objectives and key results (OKRs)

The objectives and key results model takes a slightly broader view of measuring the performance of your operational plans. That is, instead of merely identifying the measurements that you’ll use to evaluate your operational planning, the OKR framework includes both a concrete objective and a milestone that will determine whether that objective has been met.

For instance, a sales department may set an OKR of reducing customer churn to 10%. In this example, reducing customer churn is the objective, while 10% is the key result. Note that OKRs actually include KPIs—in this case, customer churn, a measurable percentage of the share of customers who cancel their subscriptions over a given period.

You can have company-wide, departmental, and individual OKRs—all nested within one another—which help connect employees’ work to the big-picture goals.

Refining your operational plan

Finally, once you complete a project or reach the end of the month, schedule a postmortem meeting to review your operational plan. During the meeting, recap the project, review the results, and determine what did and didn’t work.

Document this exercise so you can identify best practices for achieving your company’s goals, as well as areas for improvement. Did you take on too much? Were daily tasks not articulated well enough? Was there an acute need for a missing resource? Were quality standards too high or too low?

This information can help you build a better operational plan the next time around. It may simply make the operational planning process more efficient. What may have taken days may take only hours once people are familiar with the process.

Ultimately, a detail-oriented operational plan will lead to a process no one dreads, a plan that keeps everyone in sync, and the best possible chance to achieve company goals.

Illustration by Sjoerd van Leeuwen

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Operational plan FAQ

What is the purpose of an operational plan?

An operational plan identifies the specific processes and actions each contributor or department should follow on a daily, weekly, or monthly basis in order to achieve your business goals.

What makes a good operational plan?

The best operational plans include concrete and detailed explanations of the day-to-day activities required to achieve organizational goals, as well clearly defined metrics for measuring the success of those activities.

How do you structure an operational plan?

Identify company goals.
Articulate the key day-to-day activities needed to achieve those goals.
Clearly articulate and outline responsibilities of each team member.
List your key assumptions about the challenges your team faces.
Decide how you’ll measure success on a daily, weekly, and monthly basis.

","While you may have a strategic plan that charts out your company’s direction over the course of years or even decades, true success depends on focusing all of the day-to-day operations of your business toward that end result. To do that, you’ll need an operational plan.","\n

$\"operational$ While you may have a strategic plan that charts out your company’s direction over the course of years or even decades, true success depends on focusing all of the day-to-day operations of your business toward that end result. To do that, you’ll need an operational plan.

",{"_2353":2380,"_1896":2431,"_1498":2432},"How to Create an Operational Plan You’ll Actually Use","Learn the importance of having an effective operational plan, and how to create an operational plan that works for your business.",{"_2353":2383,"_2384":2385,"_2386":2387,"_2388":1686},[-5,-5,-5,2435,2437,-5,2439,-5,-5,-5],{"_2353":2392,"_2393":2436,"_2395":2396,"_2397":-5,"_2398":-5},"{\"en\":\"https://lun1.cyydm.shop/blog/operational-plan\",\"en-ca\":\"https://lun1.cyydm.shop/ca/blog/operational-plan\",\"en-gb\":\"https://lun1.cyydm.shop/uk/blog/operational-plan\",\"en-au\":\"https://lun1.cyydm.shop/au/blog/operational-plan\",\"en-id\":\"https://lun1.cyydm.shop/id/blog/operational-plan\",\"en-nz\":\"https://lun1.cyydm.shop/nz/blog/operational-plan\",\"en-za\":\"https://lun1.cyydm.shop/za/blog/operational-plan\",\"en-ng\":\"https://lun1.cyydm.shop/ng/blog/operational-plan\",\"en-ph\":\"https://lun1.cyydm.shop/ph/blog/operational-plan\",\"en-sg\":\"https://lun1.cyydm.shop/sg/blog/operational-plan\",\"en-hk\":\"https://lun1.cyydm.shop/hk/blog/operational-plan\",\"en-ie\":\"https://lun1.cyydm.shop/ie/blog/operational-plan\",\"en-my\":\"https://lun1.cyydm.shop/my/blog/operational-plan\",\"fr\":\"https://lun1.cyydm.shop/fr/blog/plan-operationnel\"}",{"_2353":2392,"_2393":2438,"_2395":2401,"_2397":-5,"_2398":-5},"[{\"title\":\"The Big List of 40+ Tools to Set, Track, and Conquer Your Goals\",\"url\":\"blog/goal-setting\"},{\"title\":\"Getting Your Back Office Ready for the Holiday Selling Season\",\"url\":\"blog/backoffice-bfcm\"},{\"title\":\"How to Register a Trademark and Patent a Business Name\",\"url\":\"blog/how-to-patent-name\"},{\"title\":\"How Does Credit Card Processing Work?\",\"url\":\"blog/4378162-4-serious-mistakes-business-owners-make-with-their-credit-card-processor\"},{\"title\":\"Optimize your inventory management with these new features\",\"url\":\"blog/new-year-new-inventory-management-features\"},{\"title\":\"What To Do When Customers Force Refunds and Chargebacks\",\"url\":\"blog/credit-card-chargebacks\"},{\"title\":\"How to Prepare Your Store to Work With Big-Box Retailers\",\"url\":\"blog/working-with-big-box-retailers\"},{\"title\":\"Make Better Fulfillment Decisions With Order Analytics\",\"url\":\"blog/order-analytics-in-context\"},{\"title\":\"8 Steps to Prepare Your Ecommerce Store for Tax Filing\",\"url\":\"blog/16889288-8-steps-to-prepare-your-online-business-for-tax-time\"},{\"title\":\"Understanding PSD2 and Strong Customer Authentication\",\"url\":\"blog/strong-customer-authentication\"}]",{"_2353":2392,"_2393":2440,"_2395":2404,"_2397":-5,"_2398":-5},"[{\"title\":\"How To Make Money on Instagram in 2025 (9 Actionable Ideas)\",\"tags\":[\"Social Media Optimization\"],\"handle\":\"make-money-on-instagram\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/how-to-make-money-on-instagram.png?format=webp&v=1693586866&\",\"imageAltText\":\"Graphic of a mobile phone with heart shapes bubbles floating around it\",\"modifiedAt\":\"2023-11-08\"},{\"title\":\"How To Start an Ecommerce Business: Guide for 2025\",\"tags\":[\"Starting Up\"],\"handle\":\"ecommerce-business-blueprint\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/Header_43a6fbaa-305a-4bda-8ef7-5e7f4e1278da.png?format=webp&v=1694450194\",\"imageAltText\":\"3D models of a shopping cart and a smartphone on a turquoise background.\",\"modifiedAt\":\"2023-09-01\"},{\"title\":\"What Is Dropshipping and How Does It Work? 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