Shopping through voice activated devices is expected to increase by 48% by 2022, delivering £3.5bn worth of spend, new research has found.
New data from OC&C Strategy Consultants showed 8% of UK households currently have Amazon Echo, while 2% of households have Google Home.
Around 70% of voice purchases are made on a specific “known” product, typically as a repeat order.
The research said brands need to be an “Amazon’s choice product” to cement their position in the voice commerce sector.
“Choice” products are usually well priced and can provide fast delivery.
Will Hayllar, partner and global head of consumer goods at OC&C, said: “It’s clear that shopping with voice is going to account for a substantial and growing share of the retail market, presenting both a challenge and an opportunity for businesses that can get ahead of the curve.
“There are different paths to success in the voice category. A key consideration for retailers is understanding what business objectives they want to serve, then tailoring their voice proposition accordingly. For consumer goods companies, the focus should be on prioritising the products most likely to be shopped through this channel.”