Driving conversational commerce in B2B interactions

Learn how Spryker and Infobip work together to drive conversational experiences and help businesses elevate their B2B interactions.

Content Manager

Razan Saleh

Content Manager

In today’s fast-paced digital landscape, eCommerce businesses constantly seek innovative ways to enhance customer engagement and drive growth. Whether it’s B2C or B2B communication, you must convince a person to like and buy your product or service.

But how can businesses develop a competitive advantage among thousands of other eCommerce players? Conversational commerce is the key.

The emergence of conversational commerce has revolutionized the way companies interact with their clients. By integrating real-time, AI-powered conversations into the B2B sales process, businesses can value clients as individuals, streamline processes, increase efficiency, and ultimately drive better results.

We sat down with Manishi Singh, Senior Vice President – App Composition Platform at Spryker, to discuss the business opportunities available through our partnership, the primary communication challenges faced by the eCommerce industry, and how AI and conversational commerce can overcome those challenges and help businesses elevate their B2B interactions.

Revolutionizing eCommerce CX: The latest trends

Conversational commerce has emerged as a game-changer for the eCommerce industry. Customers today want to engage with a brand when and where they want without having to wait on hold. They want to be able to complete transactions from start to finish within one messaging channel – preferably one that is convenient and accessible at their fingertips.

This is why it is important to deliver personalized communications. In fact, 71% of customers expect relevant, personalized communications from brands and get frustrated when they don’t receive them. And 91% of consumers want real-time assistance. The same goes for businesses when serving their enterprise clients.

They need to offer customizable solutions that combine the value of personalized recommendations via human interaction and the convenience of online shopping to improve satisfaction and serve their client’s business needs.

Composability is more than a trend, it is the future of digital commerce. Composable commerce offers a best-of-breed approach, providing businesses the flexibility needed to adjust to a constantly changing market and facilitate faster time-to-value.

Manishi Singh

Senior Vice President, App Composition Platform at Spryker

Composable architecture is only possible with APIs. It allows you to select certain eCommerce functions and combine them or ‘compose’ them into a custom application built for your client’s business needs. This application may then be built, broken down, and rebuilt repeatedly to adapt to changing digital demands.

Key communication challenges for eCommerce brands

In the last few years, the eCommerce industry has grown exponentially. Sales are currently booming and are projected to reach $8.1 trillion by 2026, according to Statista. However, this development also led to some common challenges, including:

  • Rising consumer demands: Inability to listen to and anticipate what consumers want and being able to meet those expectations.
  • Data security: Lack of infrastructure that can handle huge amounts of data to ensure its security and privacy.
  • Consistency across channels: Not being available on all channels which leads to inconsistencies in customer service and poor customer experience.

As the industry continues to scale, customer demands continue to shift toward personalized and conversational experiences. Customers are no longer only interested in standard notifications like order updates, delivery status, or payment confirmation. They want to have real-time support from a live agent or a chatbot, get information on products and pricing, get personalized recommendations, and make purchases all within one conversation.

The standard communication of customers buying and getting notifications about a purchase has become a commodity. So, how do you differentiate yourself in the market? Conversational commerce has taken center stage but must be aligned with the customer experience.

Manishi Singh

Senior Vice President, App Composition Platform at Spryker

How AI and conversational experience solutions impact eCommerce

The future of B2B interactions is conversational, channel-agnostic, and hyper-personalized. And just as customers expect seamless end-to-end journeys on channels of their choice —businesses seek similar experiences to deliver on that expectation.

AI-powered conversational commerce enables businesses to deliver convenient and personalized interactions that guide customers through their entire shopping journey. Through AI, brands can add a human touch to their digital communication and build stronger customer relationships by making shopping easier than ever.

Once you have the foundations set with the right technology, you can map out the customer journey and apply the solutions to every use case in order to drive value and deliver a conversational experience.

Infobip x Spryker: Driving conversational commerce in business communication

As a leading composable commerce platform for B2B Commerce, Enterprise Marketplaces, and Thing Commerce, Spryker partnered with Infobip to help businesses optimize customer engagement, deliver more personalized shopping experiences, and drive revenue growth.

Through our partnership, Spryker can now provide Infobip’s CPaaS and Conversational Experience solutions to their customers across manufacturing, hardware distribution, and automotive industries faster and in a more personalized experience via their digital marketplace.

These businesses can now access the marketplace via conversational touchpoints using the following solutions to connect with customers and craft experiences that drive growth.

Social Media

Social media is a great starting point for any business adopting conversational commerce solutions and increasing engagement and conversion rates. Social media channels allow you to share information with customers and add valuable touch points to their journeys.


Customers today are no longer willing to wait for responses and tend to get frustrated with repeatedly repeating themselves on the same issue. In fact, Gartner predicts by 2027, chatbots will be the primary customer service channel for around 25% of organizations.

Using a chatbot will significantly enhance your customer support, speed up the resolution time, and allow you to streamline conversational services such as:

  • FAQ responses  
  • Sending receipts or important documents 
  • Updates on delivery status
  • Sharing product information 
  • Booking appointments 

In-app messaging

Mobile push notifications and in-app messaging allow you to automate messages for every stage of the customer journey, such as:

  • Promotional messages for new products 
  • Reminders for cart abandonment 
  • Payment confirmation notifications 
  • Re-engagement messages when users are inactive for some time  

Composable Commerce combined with conversational experience solutions allows businesses to seamlessly merge online and offline channels, offering a consistent shopping experience across e-commerce sites, mobile apps, social media, chat apps, and physical stores.

So whether you’re in charge of a B2C or B2B operation, you will have to convince a person to like — and buy — your product or service. In other words, behind any business, there’s a human being. And in today’s digital world, Conversational commerce is the key to elevating your B2B interactions.

Explore the transformative potential of conversational commerce

Discover how Infobip can help transform CX and drive conversational commerce in B2B interactions with partnerships

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Sep 13th, 2023
5 min read
Content Manager

Razan Saleh

Content Manager