Shopping on smart speakers surges ahead of expectations

Consumers opting to shop on smart speakers have grown faster than previously expected according to new research by eMarketer.

Numbers of US consumers who shop by smart speaker are set to rise 31.6 per cent to 31 million this year, and by another 11.8 per cent to 34.7 million in 2020, as per the revised estimate.

READ MORE: Amazon introduces major new privacy features for Alexa amid growing criticism

EMarketer defines shopping as including browsing, researching products and adding things to a shopping cart, with 21 million people in the US expected to be make at least one purchase via a smart speaker this year, with the majority of purchases comprising of electronic media, such as movies or music. 

By 2021, about four out of 10 smart speaker owners in the US — 38 million people — will shop through the voice-powered devices, search for products, ask about prices or make a final purchase, eMarketer forecasts.

Retails including Amazon and Google have remained competitive over their focus on voice activated software as gateway to their e-commerce platforms.

Now it seems a shift from speakers providing digital entertainment and information over to purchasing is finally underway, with online retail giants betting on shoppers becoming more comfortable with using voice commands to research products and make direct purchases.

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