South Africa, Sept. 14 -- While 'conversational commerce' is not a new concept, the phenomenon is gaining momentum, driving innovation and customer experience in an ever-changing e-commerce landscape.

The way today's consumers choose to communicate and interact with brands is fundamentally shifting. Gone are the days of infuriating calls, jumping through multiple hoops to get to the right department, and confusing out-of-date websites - customers now expect to be able to engage in seamless, conversational experiences with businesses, similar to how they communicate with their friends and family.

Conversational commerce is exactly that: a conversation between the business and their clients. It combines the power of messaging tools and pl...