The inbox is becoming a storefront
Blog post from Sent
Conversational commerce shifts messaging from a notification channel into an active part of the shopping journey, helping customers discover products, ask questions, compare a limited set of options, complete or transition to checkout, and receive post-purchase support within an ongoing thread. Rather than replicating an entire ecommerce website, effective experiences focus on short, context-specific interactions such as stock checks, recommendations, delivery updates, and return requests, reducing friction between customer intent and action. RCS for Business supports this model through rich cards, carousels, suggested replies, and actions, although these tools are most useful for guiding small decisions rather than presenting large catalogues. The approach relies on respecting the limited attention and space of messaging, offering only relevant choices and maintaining continuity across discovery, purchase, and support. Websites remain important for complex browsing and account management, while conversational interfaces are best positioned to resolve the specific questions and hesitations that can prevent a customer from moving forward.
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