Americans are experimenting with buying items via their smart speakers, and they are starting with grocery, personal care and beauty products.
That’s because consumers’ CPG purchase habits fit well with the strengths and limitations of smart speakers. Many shoppers know off the top of their heads the brand, flavor and size of their favorite CPG products. With one quick command, Alexa or Google can add an item to their cart.
Buying fashion, electronics and other categories via voice commands is not likely to catch on quickly. Sorting through options, looking at pictures, and reading reviews—which are typical parts of the shopping process—cannot be done on a smart speaker.
Roughly 20% of Americans currently own smart speakers, and that number is increasing rapidly. Three quarters use their speaker multiple times a day and 41% of them say talking to Alexa, Google or Siri feels like interacting with a friend.
Shopping is the third most popular activity on smart speakers, after listening to music and asking general questions. Almost 40% of smart speaker owners have made at least one purchase already.
Sources: Digitas 2018, eMarketer 2018, Google 2018, OC&C Strategy 2018
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